As the digital world expands, it’s vital for eCommerce stores to keep up with the newest trends and techniques. Customers today seek a personalized eCommerce experience during each visit to your store. This shifts the goal of eCommerce stores from a company-centric experience to a primarily customer-centric experience. In other words: it’s all about the customer. Each time someone visits your online store, they should feel like the site was built specifically for them. It should cater to the individual, rather than the group.
How do you create a personalized eCommerce experience?
First and foremost, in order to create a personalized experience for your customers, you must truly understand your customers. In order to produce effective personalization, ask yourself the following things:
- Who are your customers? Who are you trying to sell to?
- What do your customers want? How do they shop?
- Where do they make purchases (online, mobile, in-store)? Why?
It’s all about understanding your customers and working to meet their needs. Your technique should be focused solely on who you are catering to. Once you you know this information, you’ll need a system in effect to intelligently analyze data. Product information management is helpful in managing your product data and executing effective and personalized selling. With the right foundation set, you can then decide how to create a personalized eCommerce experience for your customers. Here are a few ways to consider personalizing your online store.
- Navigation – A very basic form of personalization, this allows customers to receive different content on pages based on the behavior that brought them to the site, plus their on-site activity.
- Personal preferences – Repeat customers and visitors provide great insight for eCommerce stores. Purchase history, browsing history, and customer preferences can be analyzed to create personal messages and offers that appeal to them specifically.
- Third-party data – Third-party information such as location, social networks, etc. can be pieced together to form detailed information about customers’ tastes and behaviors as they surf the web. This helps create a more individual experience for each customer through contextual, behavioral, and demographic targeting.
- Predictive personalization – After basic personalization is in place, predictive personalization can take the experience even further. Essentially, this is a way to personalize the site distinctly to meet a customer’s needs before they have performed any activity on the site. You can predict what your customers may want in the future by tracking specific behavior from the past.
These techniques take analyzing data to the next level. The end result is an eCommerce store that delivers instantaneous personalized experiences that allow you to build a long-lasting relationship with your customers. In today’s highly competitive retail landscape, you can’t afford to pass on eCommerce trends. Use personalization to target your customers in a powerful and dynamic way, and you’re bound to come out on top.