Personalisation is a trend that is growing fast in eCommerce. Shoppers ideally want to see relevant marketing, product and offers. When they receive this type of service they typically respond by purchasing more which is what you ideally want when running your own eCommerce store.
Personalisation in eCommerce is a much broader term and there are a variety of ways and events where you can implement it. It can be as simple as showing your customer’s name rather than just ‘User’ on your welcome page when they log in. More advanced uses of this would be a feature like styling your clothes and predicting preferences.
Predictive recommendations provide personalisation on the behaviour of other similar users. The system considers the historical and combinatorial data of a larger number of users. A good example of this would be Amazon who uses this personalisation very effectively while showing “customers who bought this item also bought these” This type of personalisation triggers a feeling of social proof to the users in their purchase journey.
Every store maintains a database of its users. When it comes to personalisation, segmentations plays a vital role. The answer is very clear, all users in your overall database are not the same and its very difficult for a business to craft unique offers and messaging for an individual user.
Meanwhile on the other hand, it will be irrelevant to send out the same message or offer it to the entire database. You are able to create sub-segments which helps you mix and match sub segments on need basis for your campaigns and loyalty programs. Using proper segmentation helps you to re-engage with users through various mediums.
While these are some ideas of how you can implement personalisation on your eCommerce store the possibilities are endless. You have the freedom to mix and match the user interaction items and segmentation to solve for your unique use cases. You are also able to figure out and try new mediums.
In order to get the most out of personalisation you can always rely on the power of automation and technology to ensure relevancy and conversions. But, keep in mind the 2 tips to get success while doing this which is to 1 – understand each user and 2 – be useful to the user.