What is the future of Personalization in Ecommerce?
omnichannel e-commerce solution: Consumer experience is an aspect that can save or kill an eCommerce business. If the e-commerce site is well optimized, it will undoubtedly succeed in the highly competitive market. On the other hand, if you do not do it right, your eCommerce site could go down sooner or later.
Website personalization has been significant on a large scale across the world. Many online consumers can hardly imagine an e-commerce site that does not have at least some consumer engagement measure. But let us be honest with you; most e-commerce companies have barely touched the surfaces regarding eCommerce personalization.
It has seen that over 74% of online shoppers are frustrated when the omnichannel e-commerce solution they use is not personalized. More than half of the consumers are willing to share their personal information with a website until it is misused and benefits somehow. About 80% of online shoppers tend to buy more from an e-commerce company that offers a personalized experience.
As evidenced by these statistics, you may have observed the importance of personalization in your eCommerce marketplace. But do you know the future of personalization in e-commerce? This blog will talk about essential aspects regarding the future of personalization in omnichannel e-commerce solutions. Read through to the end, and you can decide whether you want to include personalization in your e-commerce business. Advances in technology, analytics and data have enabled digital marketers to create highly personalized human experiences across multiple channels and purchase stages. The supports of the consumer journey today are much more than the physical input of the brand. While these facts sound interesting, only 15% of sellers believe their e-commerce business is on the same level as personalization. Here are some tips we've collected from experts that show you the future of personalization in omnichannel e-commerce solutions:
WHY OMNICHANNEL RETAIL IS THE FUTURE OF E-COMMERCE?
Omnichannel e-commerce solution (or omnichannel) retail is a multi-channel sales method that aims to provide the customer with a seamless shopping experience, whether they are shopping online on a mobile device, laptop, phone, or in a mortar store.
For example, when a store has updated the omnichannel e-commerce solution approach, the in-store customer service representative can instantly quote customer preferences and past purchases just as quickly as the online chat customer service representative over the phone. Or the customer can use the laptop to check the store's stock on the company's website, purchase the item later using a tablet or smartphone, and pick up the item at the customer's preferred location.
ADVANTAGES OF OMNICHANNEL TRADE FOR BUSINESS
omnichannel e-commerce solution retail offers many benefits for businesses and e-commerce in general. Here are a few:
Developing an omnichannel eCommerce solution retail strategy enables retailers to deliver a consistent experience to their already knowledgeable customers across all platforms. It also provides resellers to meet their customers' needs with a standard and central database of products, offers, prices, etc.
Therefore, the customer can experience the brand with consistent merchandise and promotions across all retail channels. Physical stores thus become extensions of the leading supply chain. Thus, although the purchase is made at the store, the customer looks for it in different communication channels.
IMPROVED DATA COLLECTION
When a business becomes visible across multiple channels, the result is a more personalized customer experience. When a company can track its customers using numerous channels, noting their preferences, it can provide better service. Therefore, omnichannel e-commerce solution retailing helps companies generate ideas on creating offers that encourage their customers to get out and get involved while shopping in physical stores. This increases the possibility of impulse buying.
A well-developed online sales structure will reduce the occurrence of different discount schemes. For example, deep discounts are only offered for items that do not sell quickly in certain stores in the traditional retail arena. However, through omnichannel retail, companies can sell these products to their customers across the country for a total price.
INTEGRATED DATA ANALYSIS AND COMMUNICATION
Several communication channels allow your company to access different information flows. As a business, you need to understand these data streams to meet your customers' needs and demands. With analytics, you can understand, quantify, and review your customer communications.
6 KEYS TO AN OMNICHANNEL CUSTOMIZATION STRATEGY
Knowing the benefits of omnichannel e-commerce solution retail is not enough. As a business, you need to know how to customize the omnichannel e-commerce solution retail structure.
1. EMAIL AND WEB CUSTOMIZATION
The fastest ways to generate revenue are email and web personalization, as they have clear key performance indicators. They are also easy to implement and, therefore, should be your starting point. The main objective is to develop tailored product recommendations for each customer on your website pages, testing strategies for optimal conversion.
Using the email address, loyalty number, or any other customer identifier collected through your website, you can link web and email channels to generate emails that offer product recommendations based on your preferences dynamically.
2. SPECIFIC OFFERS, CONTEXTUAL SEGMENTS AND CONTENT
Once you have set up a custom eCommerce strategy for a product recommendation, start looking for other ways to engage and retain your customers using your custom channels. They should follow content such as blogs, videos, offers and twists targeted at the customer's interests.
It also leverages contextual information to generate experiences based on location, weather, geography, and timeframe schemes to further target offers and content. This adds another layer to your product recommendation personalization strategy.
3. MOBILE CUSTOMIZATION
Once you've created a product, content, and offer recommendation scheme on the web, the next step is to set up a mobile and tablet-specific personalization strategy that uses geography to enhance the shopper experience on the go and create geo-targeted deals. Now you need to use the same identifiers for email and web to streamline the mobile channel and allow data sharing across and within all media to create a seamless experience.
4. INTEGRATED ANALYSIS
Analytics, which allows for continuous improvement of content personalization, will help you a closer look at connecting one-to-one. Unfortunately, most ad targeting solutions and optimization platforms do not have access to customer behaviour on different devices.
However, when you have your primary data and have developed individual non-PIII profiles that include data taken from all channels, you can, in turn, offer excellent unique marketing across all online and offline media. Furthermore, the ability to share this data with third-party platforms and tools is also critical to interact with your customers in near real-time and to convey data generated by third-party systems to the central data layer.
5. CUSTOMIZATION IN THE STORE
After creating a mobile strategy, the next step is to develop personalization. The fastest way to achieve in-store personalization is to have digital kiosks and displays and equip your sales staff with mobile devices, such as tablets, for customers.
In-store purchase data capture can be a little tricky as POS systems are often out of sync with online channels. Therefore, it is necessary to use the same client identifiers implemented in the other media. Once this interconnection is configured, the result is a seamless omnichannel e-commerce solution personalization experience across all online and offline activities.
6. CUSTOMIZATION OF THE CONTACT CENTER
The final step is contact centre customization. This means providing online and telephone customer service agents with product offers and advice relevant to each customer. An omnichannel e-commerce solution is still evolving due to changes in consumer behaviour and the desire for personalized, tailored experiences that are consistent across all channels customers choose to use. Therefore, as a business, you need to start meeting these expectations by understanding your customers' most preferred channels and taking a step-by-step approach to achieving omnichannel e-commerce solution personalization.