30th July 2019 - 4 Min Read Time

Driving Recognition, Relevance and Rewards Online

Ecommerce personalisation is no longer a buzz word only heard at the latest ecommerce expo presentation, it’s now a fundamental key element of any successful ecommerce strategy.

I have friends who will only buy their goods from certain high street brands and when asked why, always come back with the same three reasons.

The helpfulness and friendliness of the staff, nothing is too much trouble to help them find exactly what they are after, they are shown other great products they hadn’t previously considered and they are great value for money.  Sound familiar to you? 

The largest percentage (34%) of online shoppers are, according to a survey completed by Verto are Generation X, people aged 35-54 years seconded by Boomers (31%) who are people aged 55-74.

So, 64% of online shoppers are aged 35 to 74 and they are in the most part the ones with the cash to spend.

Here are three solid reasons why.

Customers expect recognition, relevance and rewards.

If, as an online retailer you do not tick these three principle requirements it may be time to pack up your shop and head for the hills. The days of feeling like ecommerce personalisation is creepy and invasive are well and truly over. Large brands such as Amazon and Google which feature largely in our daily lives have put pay to that.

1. Recognition

How can you replicate online that simple, yet highly effective greeting and welcome offered by shopping assistants in-store? Online shoppers want to feel that they belong to certain brands. Their lives are montages of brands which for some define the way they live, their tastes, their motivations and aspirations and how others perceive them. The once appreciative emotional high of physical ‘being seen in store’ is now with the demise of the high street leaving a hefty emotional void which needs to be filled.  Being recognised and acknowledged by a brand whether walking in off the high street or as part of your first time visit to their website is basic but powerful stuff.  It gives shoppers a sense of belonging and empowerment to buy.

Nobody likes being ignored – so give your visitors, whether first time buyers or valued customers, a big warm welcome online, show they what they have bought previously and quickly give them ideas of what they may like and be looking for.  Ecommerce personalisation enables businesses to easily identify each visitor and present relevant messages, products and campaign incentives across the site offering the engaging and personalised online shopping experience needed.

2. Relevance

Imagine walking into your favourite photography store and asking a store assistant to show you cameras up to £300 with a certain lens feature. How would you feel if he or she simply pointed to the other end of the store and told you that they were over there and walked away? Your favourite store would quickly be dismissed and you would look elsewhere to buy.  Not being able to find what you are looking for whether in store or online can be highly frustrating and quickly be a reason you leave.  Ecommerce personalisation driven by artificial intelligence knows everything there is to know about your customer. This includes previous purchases, what they have browsed, what they have liked, what price point is likely to convert for them and what others who have a similar profile have also bought and liked. This deep level of data manipulation enables highly relevant product AI recommenders placed in the right place at the right time that will quickly convert into a sale.

3. Rewards

It is amazing about how many businesses now trade online.  Not only do we have their brand stores to review but also marketplace such as Amazon, Ebay, Etsy, Google Shopping and aggregator sites to choose from.  Not that long ago your only option to buy a certain product was directly from the supplier for a set price. Today, not only are the options of where to buy so varied but also too can be the price.  The £300 camera you looked at instore can be found online £50 cheaper from an unknown supplier so how can you stop people from buying elsewhere?

Rewarding your customers online can more often than not be the clincher to pressing the order confirmation button. Incentivise first time buyers with an introductory offer and reward your loyal long-term customers with great offers and deals across your entire range. Customers will always prefer to buy direct from a brand but price is a big factor in the decision process. In the same way the AI recognises the profile of each individual visitor, businesses can set different rules ensuring each of the customers is offered an individual reward for their loyalty to the brand.

So, in summary ecommerce personalisation is a highly effective way to give customers what they are looking for when they shop in your online store.  It allows you to offer a virtual instore experience which is still very much the backbone of a great shopping experience. Through AI-driven recommenders, personalised campaigns, audience segmentation, popups, personalised live chat and personalisation within search, not only will you have the three boxes ticked, but you will see not only your loyal customer base grow but also your online conversion and revenue.

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