The biggest trend in e-Commerce for 2018 is personalization. And when you look at the numbers, it’s hard to deny the influence that personalization has over online sales.
According to Accenture, 81% of consumers would prefer to have brands understand when to approach them and when not to. Seems simple, right? But the stats don’t stop there. The percentage of customers who feel frustrated when website content is not personalized to their taste is as high as 74% (source: Infosys). And, not surprising, customers who will only engage with offers that have been personalized based on previous shopping behavior is over 78% (source: Marketo).
It’s hard to deny with stats like the ones above that personalization is key in the e-Commerce sector. e-Commerce store owners should be aiming for a more personalized customer experience across the board, including personalized customer service, personalized marketing, and even more personalized products with the ultimate goal of making e-Commerce shopping highly personal to make buying decisions easier for shoppers.
How do you cash in on the personalization trend to bring in more revenue and build your loyal customer base? We’ll review the main areas that you can implement personalization to create a more personal experience for your shoppers.
One of the leading personalization trends for this year is personalized products. By offering personalized products, you are giving shoppers more power to make their purchase personal by buying a product designed just for them. This can be as simple as letting the customer choose the color of their item for each design that you offer. Offering personalization also ensures that your product list and brand are always up-to-date, and always changing.
User Experience Personalization
It’s all about user experience in landing sales online, and personalization can kick up user experience to the next level. Improving user experience with personalization can be as simple as showing product recommendations based on buying history, or as advanced as personalized home page designs based on remarketing cookie data.
Other ways to make the user experience more personalized includes product category recommendation personalization, product search result personalization, and site navigation personalization.
Customer Service Personalization
There is nothing more frustrating than trying to get in touch with a brand’s customer service, being directed to an email, and getting a canned automated response. This gets even more irritating when the autoresponder replies saying, “your message will be answered in one business day.” It doesn’t get any more impersonal than that!
In the world of real-time data and voice shopping on-demand, slow and impersonal customer service will break your business this year. The most effective way to personalize your customer service is by adding live online chat to your store, which enables you to address concerns in real-time and provide a more personal customer service experience.
Why market the same products or message to all of your customers, when you can personalize your marketing to ensure the right message gets to the right shoppers? With personalization, there are many ways that you can put the personal touch on your marketing. Email personalization, social media dynamic ad personalization, and dynamic AdWords campaigns can all be used to increase your revenue utilizing dynamic remarketing.
Before you take the plunge and implement personalization into your e-Commerce store, it’s important to know who your shopper is, what your shopper desires, and the behaviors of your shoppers in your store. Knowing those key facts, and harnessing your e-Commerce store data, will enable you to create a highly personalized shopping experience in your store.