Let’s go back to the times when there were no Facebook, Netflix, and Amazon. At that time the sellers’ life was much simpler. If they wanted to sell something, they published the advertisement in the press, handed out leaflets, invested in TV ads. Generally speaking, sellers communicated and customers listened. Today these roles have reversed. Customers communicate their needs and sellers listen. What is more, they have to adapt their offer to their preferences. Those sellers who better understand the rules of the game in the modern world invest in personalisation. Why is it worth it?
The Accenture study, in which 1,800 consumers took part, shows that almost half of the respondents feel frustration when companies don’t direct personalised messages to them. What’s more, 37% of respondents said that they prefer shopping in shops that always personalise advertising messages addressed to them.
A report prepared by Kibo (2018 Consumer Trends Report) shows that the personalisation of the offer is a factor that influences the purchasing decisions of the clients.
63% of respondents considered it important to personalise the offer on the home page, 50% on the shopping cart, and 64% of the respondents on the product page.
Today, not only large market players, such as Google, Netflix or Amazon, use personalisation. Many retailers apply new technologies throughout customers’ the main touch points. How do they do it? They use product recommendations, dynamic website content, and emails, personalised pricing, cross-selling and up-selling.
1. Personalisation opens up customers’ wallets
“You might also like” are the words that indicate to customers the products similar to those that just added to the basket.
Discovering client needs means that you can perfectly match the sales offer. The cross-selling technique is based on the affiliated sale procedure. A customer who already bought a certain product or service, you can offer additional, complementary purchase options. The idea of up-selling is very similar. The method is based on increasing the value of the product being sold. Personalisation allows you to really fine-tune the offer to his or her needs.
2. Personalisation supports remarketing
One clicks on a product in the online shop, a website visits there, comment on Facebook ‒ each interaction provides new information about the customer. You can use them in remarketing campaigns.
The combination of personalisation and remarketing allows precise targeting of ads to a selected target group. This approach is a guarantee of sales growth!
3. Personalisation builds relationships with clients
Customers expect an individual approach today. Think about what your communication looks like right now. Are you sending the same e-mail content to people who have just signed up to the newsletter and to those who have been regularly interacting with your brand for several months? If the answer is yes, then it is time for the change.
If you have products for men and women in the shop, then use the personalisation to show them the product especially for them! Thanks to this, they will save the time needed to look for the right products and will finish shopping with great satisfaction. Remember, that an individual approach to the client builds relationships.
4. Personalisation supports efficient customer care
The high level of customer service is just as important as the satisfaction of having a product or using the service. There is nothing worse than a dissatisfied customer who doesn’t feel “taken care of”.
Thanks to personalisation, you can always “hold your client’s hand” throughout the entire shopping process. Show your customers the products that meet their needs. Give them compatible products. Send messages that are “made-to-measure”.
5. Personalisation will help to identify the influencer
The purchase process doesn’t end with the exchange: product/service ‒ money. If you can convert a buyer into a brand lover, you will get more than just a one-time source of income. Research shows that a 5% increase in customer loyalty can almost double your profitability. The customer-centric approach is the best marketing tool ever!
The key to the best e-commerce strategy is being able to understand and meet customer needs across generations and genders, across geographies and time zones.
We will be happy to help you implement personalisation in your online shop. If you have any questions, please contact us ‒ our experts are waiting for your message.
The video version of this article is available on YouTube:
