We’ve all heard it—it’s the age of the consumer. Shoppers want an effortless experience when clicking and flipping through sites, from the home page to the check-out page. In fact, 81% of internet users in North America claim that the most important component of their shopping journey is an easy and relevant shopping experience (eMarketer). While approximately 62% of eCommerce firms personalize web and mobile experiences, over 33% miss the mark on their eCommerce personalization strategies and tactics (Forrester Research). Below are three tips to bolster your personalization practice:
Define shopper personas and create dynamic profiles. From which device a shopper is using to their specific location, contextual data is important when connecting consumers to brands and increasing sales. Combining demographics with in-context data from all channels allows firms to see a broadened view of their shoppers’ needs in real-time.
Digital experiences are easy to modify. Because of this, touchpoints such as promotions, web content, and product recommendations should be prioritized to understand and optimize customers’ interactions with a site. Enter online technology – from mobile engagement automation to real-time interaction management, technology can be essential to combining analytics and driving a strong personalization practice.
Email and content take center stage. Personalized email messages and images speak directly to shoppers, drive traffic to your site, and can create consistent, memorable messaging across channels. Personalized, real-time engagement can save sales and increase revenue—think shopping cart abandonment emails or messages tailored to geographical locations.
When marketing to shoppers, it’s important to keep in mind an individual’s specific details and traits—where they are in the world, what they seem to like, what their age group likely is, and more. Create personas to speak to on a personal level using data-driven information, and modify digital experiences to their needs. Make sure to have a strong content practice as well, since email and site language can create a lasting impression with shoppers and encourage them to visit the site.