Nowadays, online retailers must work hard to ensure the shopping experience is personal for customers. With the pandemic shifting shoppers towards a digital world, providing meaningful, relevant and unique experiences and content is crucial for retailers that want to stand out from the crowd and retain their high-value customers.
Why is personalisation so important in retail?
Shopping in your favourite retail store comes with a level of personalisation. Perhaps the manager knows you by name, recommends products you may like, or the staff simply make the shopping experience tailored to your needs.
Online shoppers have also come to want and need the same level of personalisation. A recent survey found that nearly half (48%) of all consumers have left a business’s website and made a purchase on another site (or in-store) simply because the shopping experience was poorly curated.
Further still, 91% of consumersare more likely to shop with brands who recognise and remember their customers, providing relevant offers and recommendations. That's why personalisation is one of the top e-commerce trendsin 2021 and beyond.
Online retailers cannot offer the same experiences physical retailers can, so it’s even more important that brands get their personalisation strategy right.
So, how can brands improve their personalisation strategy?
Brands that update their personalisation strategies to meet customer expectations are more likely to see an increased number of sales and retain their valued customers.
But how exactly can they do that?
- Create buyer personas
Buyer personas are important when it comes to customer segmentation. By creating buyer personas, you can segment customers into different groups. By knowing each group’s motivation, you can target them appropriately.
- Use customer data
Data is power, especially when it comes to personalisation. If you have data on products your customers have previously bought, why not remind customers of this and use it to your advantage?
- Create product recommendations
One of the best ways to personalise your e-commerce site is through product recommendations. By sending personalised recommendations, buyers are more likely to find products they may otherwise have missed, which can lead to impressive sales uplift.
- Make the most of personalised email marketing
A great way to drive more sales is to use follow up emails that remind customers of the items they have viewed. Just because they have left your website doesn’t mean the marketing has to stop there!
- Add user generated content to product pages
A great way to encourage potential customers to part with their hard-earned cash is by adding a touch of social proof.
Adding user generated content shows customers how the products would bring value to their day-to-day life. By showing images of real-life people using the products, other users are far more likely to want to place an order.
To keep up with the changing landscape, brands need to embrace personalisation if they are to stand out from the crowd. Luckily, there are lots of ways to add a touch of personalisation. If you’re not sure where to start, seeking advice from an e-commerce strategist will help you maximise your customer personalisation strategy and conversions.
