How Personalization Can Go a Long Way in the eCommerce Industry
In a digital world of SEO, banner ads and pop-ups, how do you differentiate yourself from the competition?
In a time where you are constantly competing with the global Goliaths and dominant players such as Amazon and Walmart, you need an edge to engage and ultimately convert customers. The answer is simple; retailers need more effective personalization. Personalization means more sales will come from customers who feel the retailer understands their needs, knows what they want to buy and sends them relevant information.
Providing your customers with a personalized shopping experience can make a big difference in their overall perception of your business. By offering a personalized shopping experience, you are expressing that you care about your customers’ needs and do not want them to seek out a competitor.
It’s all about using tools that deliver personal choice to consumers. eCommerce retailers use forms of personalization such as geotagging, search history and individual purchasing patterns to tailor promotions and communications to customers. A recent study by Infosys suggested that over 31% of customers polled wanted more personalization in their shopping experiences and 86% of consumers said that personalization has had some impact on their purchasing decision.
The Importance of Data Collection
In the age where consumers are demanding a more and more personalized shopping experience, it is essential to get back to the basics of customer analysis. Ultimately, the power of personalization comes down to one thing: data. Capturing the data and the way customers are conducting their purchases online can help you personalize their experience.
It is important to use this customer-centric data to understand HOW customers are accessing your website. One of the critical components in analyzing this ‘data pie’ is search bar metrics. When customers access the search bar on your website, they are looking for something in particular. Through analysis of the metrics and data of what customers are searching for and at what time, you can better tailor your advertisement campaigns. Analysis of search bar data can help you design your personalized email or mail campaigns to best suit the needs of your customers.
Metrics on usage of a website from a tablet or mobile device can also provide you with insight on customer preferences. A recent article from Internet Retailer indicates that over half of Internet Retailer’s Top 500 customers do their browsing, shopping and view their emails from a mobile device or tablet. In harnessing this data, retailers can conceptualize campaigns that reach customers on these devices.
Furthermore, personalization can take more of a phased approach and can encompass both a combination of online and offline media. Successful eCommerce retailers such as Roots and Triangl Swimwear have recently begun sending personalized messages to their customers. Whenever a package is sent out to a customer, a personal, handwritten note is attached to the garment thanking the customer for their purchase.
In sum, it boils down to optimizing the customer experience. It’s about taking the information that you already have access to, and making use of it. As more people turn to the convenience of online shopping for their needs, the businesses that are bound to do better will continue to invest time into creating that personal connection with the customer, and in turn, will most likely be creating repeat and loyal customers.