Top Online Shopping Trends: E-commerce Personalization
The coronavirus crisis made online shopping more popular than ever. With people forced to stay at home, brands wanted to get closer to their online customers, create lasting relationships, and optimize their digital strategies. E-commerce use around the world shot up during this time, pushing brands to invest more in their online marketing strategies. Is this trend only temporary, or is it here to stay?
The key to a great customer experience in e-commerce is understanding what customers need and how they behave in both online and offline environments. This knowledge is so important that some companies that use a personalization strategy, like e-commerce giant Amazon, claim that 35% of their sales are thanks to predictive targeting.
How do you personalize the customer experience in e-commerce?
Customers know that salespeople play an important role in physical stores. By providing personal attention and learning what customers like, employees can help them make decisions and improve their experience.
However, the customization of the customer experience in an online store is more complicated since there isn’t any direct contact. Even so, a personalization strategy can increase sales by 5% to 15% on average. It can also improve the efficiency of marketing budgets by 10% to 30% according to a McKinsey study.
Part of what makes personalized shopping experiences successful is making sure the customer doesn’t notice that the website is suggesting products adapted to their tastes or needs while it’s happening. How? By basing suggestions on similar purchases, related products, or products in the same category so that these suggestions can be analyzed together with online sales to optimize the conversion rate.
When creating personalized shopping sites online, we recommend focusing on the homepage, product recommendations, and personalized shopping guides. Shopping guides, which can be created using simple methods like questionnaires, are a great way to make personalized product recommendations. Once a customer fills out a form with their preferences, the algorithms do the work of putting together a full list of products.
For example, in fashion stores, this would mean recommending complementary or related pieces to what the customer likes. Big brands that use these methods, like Zara and Asos, have proven that it is a successful strategy. These techniques can be applied to create personalized experiences for users and improve the shopping process of any e-commerce store.
This system can also be used to optimize e-mail services and to offer content tailored to each customer’s tastes. It’s an excellent way to stay relevant and appealing to customers.
At Beabloo, we assess online personalization strategies for global brands, and we know that having a personalized online retail store is an important business intelligence tool for targeting marketing actions. This is fundamental for a successful e-commerce strategy.