Jul 8, 2022 | 6 minute read
written by Emily Kathi
No doubt personalization plays a critical part in any eCommerce strategy. A vast majority of shoppers expect personalization in their experience, provided the data is on their terms.
When it comes to eCommerce merchandising campaigns it’s ok to get personal. In fact, it’s mission critical. With the death of third-party cookies, retail marketers are forced to revisit how they collect data and lean in on first or zero-party solutions to power personalized shopper experiences. Research shows today’s shoppers care how you get their data and what you do with it.
“Seventy percent of consumers like personalization, as long as brands are using data they’ve shared directly.”
Source: Twilio
Ecommerce personalization is the process of creating customer-centric eCommerce sites that dynamically display specific content, product recommendations, and explicit offers based on past activities, browsing behavior, purchase history, demographics, and other personal data.
Source: Docmation
1. Drive Conversions and Revenue
Guide the customer journey with pertinent data and predict behavior with AI capabilities. The goal is to be two steps ahead of your shopper and keep them in a buying cycle. This journey is fueled by data and predicting buying desires based on finely tuned algorithms.
Source: Chaco.com
Here we see product recommendations based on browsing and purchase history. The site uses powerful social commerce proof with the use of hashtags to identify what other Chaco fans (just like you) are wearing. Not only are you spending more, but you are part of an exclusive club of quality footwear.
Source: Amazon
Here is another instance of personalization where the customer “picks up where they left off” in their browsing history, a brief history of their recent purchases, and an offering/coupon from a partner affiliate.
Source: The RealReal
Email personalization triggers an action to avoid cart abandonment.
With this curated content, the shopper is reminded of their cart items, and either may be offered a special discount code as an incentive to purchase, or as with the example may feature personal recommendations based on their cart.
Studies have shown that personalized emails have six times higher transaction rates than traditional email.
Furthermore, personalized subject lines are 26% more likely to be opened than those without one.
Discover the top 10 areas to optimize your ecommerce merchandising strategy for your business.
Many vendors in the market offer specialized expertise in personalization to help you manage this powerful capability, and their applications will integrate seamlessly with your commerce platform. For a list to get you started, read our Best eCommerce Vendors for Personalization blog post.