For online retailers, personalization is the key to enhancing the customer experience and building brand loyalty. In fact, 80% of consumers are more likely to purchase from a brand that provides a personalized experience. A robust personalization strategy is even more important now as more shoppers opt for digital experiences. Check out these three industry articles for tips to improve your personalization program in 2021 and beyond.
Personalization and product recommendations are becoming increasingly popular with online retailers. Personalized experiences help ecommerce brands optimize the customer journey and drive sales, and they’ll likely continue to grow in popularity as we move into a digital-first world. “Personalization is likely to become increasingly sophisticated and an even more important part of how these experiences are enhanced,” author Jan Soerensen states. Based on recent research, Soerensen discusses four personalization trends to watch for in 2021 and beyond. These include image recognition, greater use of artificial intelligence, and more advanced targeting.
Retailers are often told to embrace personalization, but how do you begin to build a successful personalization program? It all starts with understanding your customers. In this article, author Genelle Kunst highlights the importance of tying customer feedback and reviews into your personalization campaigns. While on-site behavior is a good place to start with your efforts, post-sale feedback provides much clearer insight and will allow you to create more valuable personalization campaigns in the future. “Retailers need to take advantage of this rebalancing of power with the customer by recognizing that the more they personalize, the more data will come back to them, enabling insight that can be used to build valuable relationships,” Kunst says.
Retail’s digital transformation has been rapidly accelerated by COVID-19, making the online customer experience more important than ever. Consumer behaviors have shifted as more people shop online, and retail technology is necessary to keep up with shoppers’ new preferences. Author Andre Hordagoda says technologies like AR (augmented reality) and live video can help your brand create interactive and personalized experiences digitally. “Regardless of the platform, today’s shopper is looking to purchase from brands that cater to their unique tastes,” Hordagoda states. Whether these tools offer an in-store feeling or provide personalized product recommendations, they can help your brand stand out from competitors and succeed in an increasingly digital world.
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About Kevin Plankey
Kevin Plankey is the Director of Demand Generation for SiteSpect and is responsible for marketing operations to include strategy and implementation of all demand generation efforts: social, email, website, organic/paid media, and event planning & promotion.