A successful ecommerce personalization strategy will be flexible enough to collect data and deliver relevant, timely communications across a range of devices and platforms.
Today’s customers expect to be able to pick up where they left off. If they start a transaction on their mobile, why shouldn’t they be able to finish it on their laptop?
A truly omni-channel personalization strategy will be effective and consistent across all devices. It will succeed whether the customer is interacting via a website, social media feed, chatbot or call center. With a simple tracking script embedded across an eCommerce retailer’s own websites and apps, retailers can begin collecting important data about their visitors.
This helps deliver the golden ticket single customer view: a holistic interpretation of the customer’s attitudes and behavior across all their interactions with a brand.
So, how can eCommerce retailers get started with truly omni-channel personalization? Here are five top tips from Cxense:
#1. Don’t wait to get started
Don’t hold off on getting started because you don’t have 100% clarity on exactly what you want to achieve. If you’re working with the right partner, you can start collecting valuable data from day 1 and refine your goals and strategy based on that. Then you can identify the initial wins — like higher revenue per customer, higher value per sale, more site visitors more app downloads, loyalty program subscribers or something else — and grow from there.
#2. Start small and build gradually
Begin with basic personalization, like product recommendations. Then gradually turn up the heat, adding in tailored content, customized offers, promotions and relevant advertising. You’ll probably see some minor upticks in activity within a few days, but the real returns from a personalization push can take one or two months to materialize. Take it slow and grow at your own pace, collecting win after win on your journey.
#3. Work with the right partner
Few companies have the resources to implement a personalization strategy (especially the necessary technology) themselves, so you’ll likely need to team-up with a solid tech partner. Now don’t rush this part; you want a partner with a proven background in effective collection and analysis of user data, from tracking scripts on websites to storing data in a data management platform. Your tech-savvy sidekick will be able to demonstrate real-time applications of personalization strategies.
#4. Think omni-channel from day 1
A strong overarching strategy will depend upon user data from all the platforms and channels that visitors use to interact with your brand. So whether your customers are on a laptop, a mobile, or a tablet, or whether they’re more active on emails, or social media, you need to know, and you need to be there. Tying all this data together for each user is a real challenge, but the pay-off is a big one, as long as you get it right of course.
#5. Be prepared to change the structure of your company
Remember that old saying about how the customer is always right? If you do it right, personalization will transform the way your business operates. The customer needs to be at the center of your business, as their actions will ultimately tie together data from every department of your operations, and across every communication channel you own. Your call center will be influenced by online data, while activity in physical stores will be linked to digital operations, and so on.
Personalization is something you'll be working on internally and externally for years. This is the year to get the platform, partners, and team together to start down the path of what will delight your customers, increase your revenues, and make you a winner in this highly competitive landscape.