In eCommerce, just like in B&M stores, one of the most important factors that make the difference is the way we treat our customers. In this article, I will outline some thoughts on eCommerce personalization.
Imagine entering a shop in the mall and there is the sales rep ready to help you. They will greet and point out the best sellers and shows you where different product categories are located. All these things are nice.
Now imagine the sales reps try to do something more and be a better help without being pushy or intrusive. They greet and try to actually understand your needs and aspirations, ask you questions to better understand what you need and like, and create an honest, engaging, and individualized experience for you. Only after all that, they will be able to suggest products according to your specific needs and interests.
You probably will be gratefull, because you will be understood.
But what about the ecommerce personalisation?
Is it possible to achieve this level of the personalized and unique customer experience online? Well, no per say.
The online experience cannot be compared to face-to-face communication, but on the other hand, the eCommerce technologies currently provide huge opportunities to better understand and engage with the customer.
Every eCommerce website generates a huge volume of data. Now it is easier than ever to gather, analise and use this data even in real-time, to get the consumer what they desire the most.
As Steve Jobs once said „We need to start from the customer experience…“.
People involved in digital marketing know-how highly engaging for the consumer and profitable for the companies, personalized ads can be. But customer experience is much more than a tactic to increase sales and store performance.
For the long term, the individualized 1 to 1 communication at scale, mean more brand awareness and, which is even more important — people will actually begin to like your brand more and more.
Despite the brand likability, many other factors and tactics, that we strive to implement in our e-commerce business, are heavily dependent on e-commerce personalization — website usability, visitor engagement, bounce rate, conversion rate, average order value, loyalty, and others.
Since every customer is different, we need to have an individual approach each one. Research shows that 80% of the consumers are more likely to buy from a company that offers personalized experiences.
On the market, there are quite accessible cloud solutions for eCommerce and digital marketing personalization, backed by artificial intelligence and powered by the cloud. Implementing personalization now is no longer saved for the larger stores.
Ecommerce personalization not only will increase a great deal of the short-term performance KPIs but has an even greater impact on long-term brand awareness and equity.