One of the most glaring disadvantages in eCommerce is the lack of human connection between your business and your customers. Luckily, the technology and methodology involved in the Customer Experience actively works to create relationships and foster customer engagement.
Personalization in eCommerce is an incredibly important tool you can utilize to connect with customers, make them feel you’re speaking directly to them, and deliver the products they’re looking for online.
What is eCommerce Personalization?
Personalization in eCommerce refers to the behind-the-scenes marketing and data collection tools that allow you to speak directly to each unique customer visiting your store. The goal of personalization is to create a better customer experience through understanding customer needs and preferences.
Think of eCommerce personalization as the master-level personal shopper assigned to every customer who visits your platform. That personal shopper refers to your customer by their name, knows what region they live in, remembers their favorite items, and understands just what discounts will sweeten a sale.
Why You Need eCommerce Personalization
The eCommerce businesses that engage in personalization as part of their Customer Journey and overall Customer Experience produce measurable sales increases and customer loyalty.
After all, if you have a website sending you personalized emails that use your first name and show you the exact pair of trainers you’ve been picturing yourself in, chances are you’re going to keep shopping their styles. And you’re going to feel a meaningful connection.
When brands create personalized touchpoints to reach their demographics, they’re able to convert investments in marketing and products into meaningful customer interactions. These meaningful interactions, in turn, boost customer satisfaction and raise sales.
Types of Personalization
There are many options you can utilize to start personalizing your products to your unique customers. Better yet, you don’t have to choose just one. You can safely and effectively harness multiple personalization methods without overwhelming your customers or crossing any lines that might make them feel overexposed online.
Third party services offer the most useful types of eCommerce Personalization. These services help analyze your customer’s data and target advertisements for products to suit their past behavior on your site. Great places to start to pique customer expectations include:
- Location-focused browsing and product pages
- Product recommendations based on browsing history
- Marketing emails with like-products and abandoned cart nudges
- Offers and discounts based on past purchases or browsing history
Investing in these third party sites to personalize your eCommerce business has proven to increase sales and convert browsers to buyers time and again. Read on for ways to work personalization into your ongoing Customer Experience Management.
eCommerce Personalization Examples
To create a customer-centric website that fosters a positive experience, you’ll need to anticipate the types of customers who are visiting your site. After all, your customer’s perception will be influenced on their own location, past experiences, and unique needs.
With location-focused browsing, tailor your homepage and product pages to clearly indicate which version of your site your customers are seeing. You’ll want clear options to navigate to the proper site where currency and shipping information will most accurately reflect your customer’s needs.
Product Recommendations Based on Browsing History
For product recommendations based on browsing history, make sure your website includes a handy section of products that your customers might have lost when they closed tabs or got distracted by a more exciting product. These sections make it easy for customers to add your products to their cart and finalize purchases.
Marketing emails with Like-Products and Abandoned Cart Nudges
Marketing emails with product similarities allow you to remind your customers of products they might find useful even if they never made a purchase. By collecting their browsing data on your site, you can suggest similar products and entice them to return to your store. You can also give them a gentle nudge to purchase products they left waiting in carts.
Offers and Discounts Based on Past Purchases or Browsing History
Another effective email strategy is to send offers and discounts based on past purchases or browsing history. You’ll be able to effortlessly foster brand loyalty by making your customers feel recognized and understood. If they feel you understand their style or needs, they’re more likely to stick with your eCommerce site.
Achieving a good Customer Experience is made just that much easier when you master personalization in eCommerce. Understanding your customer’s expectations and anticipating their needs is what makes the difference between making sales and building a loyal customer base for years to come.