This article, “Why Online Personalization ” is brought to you by QuarticOn
Let's go back to the time when there were no Facebook, Netflix and Amazon. At that time, the life of the sellers was much simpler. If they wanted to sell something, they published the ad in the press, handed out flyers, invested in TV ads. Generally speaking, salespeople communicated and customers listened. Today, these roles are reversed. Customers communicate their needs and salespeople listen. In addition, they have to adapt their offer to their preferences. The sellers who better understand the rules of the game in the modern world are investing in personalization.
The trend of personalization can be found in almost every industry report and research. This should not be surprising – the vast majority of today's customers expect individual treatment and prefer to shop on websites that individualize the product offering. Why is Online Personalization but also beneficial for you as a shop owner?
Why Online Personalization and how does it work?
Personalizing the space of the online store is based on collecting the data – intelligent algorithms track each customer's behavioral data (what they do on the website), create a separate store profile for them and then tailor the products to their needs, interests and expectations. Products are displayed in special frames, which, placed in strategic places on the store's website, take on the role of an invisible advisor, triggering an additional purchase impulse and encouraging further exploration of the offer. How can personalization translate into the effective functioning of online stores?
1. Online Personalization opens customers' wallets!
The selection criteria for products in recommendation boxes may differ. For example, up-selling and cross-selling techniques can be very effective in maximize profit from one transaction. The first means encouraging the customer to purchase an additional, complementary product related to their actual purchase. As a result, your customer adds more products to the cart and more products sold in one transaction means higher profits – no extra costs, no effort, no need to pay for additional advertising campaigns.
The idea of up-selling is very similar. This method is based on increasing the value of the product to be sold, i.e. your customer is shown slightly more expensive items, but with better margins than those in the shopping cart. Recommendations served in this way are treated as another catalog offer, not as an advertisement, and the user has the opportunity to compare the recommended products with those already checked.
2. Online Personalization supports efficient customer service
The high level of customer service is just as important as the satisfaction of having a product or using the service. There's nothing worse than a dissatisfied customer who doesn't feel "cared for". Personalization allows you to always “hold your customer's hand” throughout the shopping process by showing them products that meet their needs, saving their time and increasing shopping satisfaction.
3. Online Personalization supports remarketing
A click on a product in the online shop, a visit to the website, a comment, every interaction provides new information about the customer. You can use them in remarketing campaigns. The combination of personalization and remarketing makes it possible to accurately target ads to a selected audience. This approach is a guarantee for revenue growth!
4. Online Personalization builds customer relationships
Personalization can also be used in email communication. Think about what your communication looks like now. Do you send the same email content to people who just signed up for the newsletter and to people who have been communicating with your brand regularly for several months? If the answer is yes, then it's time for a change.
Also use recommendation frames to display pro channels chosen for different customer groups. This saves them the time it takes to search for the right products and they will finish shopping with great satisfaction. Remember that an individual approach to the customer builds relationships.
5. Online Personalization helps identify the influencers
The purchase process does not end with the exchange of product/service against payment of money. If you can convert a buyer into a brand aficionado, you get more than just a one-time source of income. Research shows that a 5% increase in customer loyalty can nearly double profitability. The customer-centric approach is the best marketing tool ever!
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