Customers are increasingly demanding a more personalised experience from ecommerce retailers. Retailers too, are attracted by the opportunity to build stronger insight about their consumers to support increasingly tailored and targeted transactions.
Personalisation is the new ‘norm’ for the fast-paced world of ecommerce. As we invest to improve the online experience in line with shoppers’ buying habits, we’re setting higher customer expectations. Most customers now expect to receive a tailored and unique ecommerce experience, every time and are frustrated by poorly targeted communications or by generic and poor standards of customer care.
Some brands, such as My First Years or Moonpig, have built their business based on personalisation. This has delivered phenomenal growth.
Indeed, 2020 is expected to be the year when customer experience takes over price and product as the key brand differentiator[i].
When the experience is personalised, 48% of customers will often spend more[ii]. This crucial opportunity for increased sales makes personalisation a significant trend which many ecommerce retailers can’t afford to miss out on.
There are three main ways through which you can personalise your ecommerce experience: shopping, delivery and product.
Personalising the shopping experience
Personalising the shopping experience is all about tailoring the branded content received by shoppers. This can be achieved in a number of ways, for example you could alter what shoppers see as a result of their previous buying habits, demographics or other personal data.
Research shows that 74% of customers often get frustrated if the content shown when they’re shopping has nothing to do with them[iii].
There are potentially endless options for personalising customers’ shopping experience on your ecommerce site – you don’t need to do all of these. Focus on the ones which will truly make a difference.
Here are three key tips to improve your shopping experience for your customers[iv]:
- Choose the product recommendations you display wisely – your product recommendations should centre around your customers’ previous buying habits. Optimise metrics such as ‘items frequently bought together’ or ‘customers who bought this item also bought…’ to encourage product or service pairings.
- Use remarketing emails – don’t let basket abandonment define the end of the journey. Basket abandonment will always occur, for a variety of reasons, but using personalised emails to follow up on abandoned baskets will encourage shoppers to come back to your site – potentially also completing their purchase.
- ‘Continue shopping’ for returning customers – shoppers can spend hours scrolling through pages and pages of products – much like the ‘continue watching’ functions on many popular TV streaming sites, offer customers the ability to pick up where they left off.
Personalising the delivery experience
Personalising the delivery experience is all about giving your customers more options. This will often boost customer loyalty for a variety of reasons.
By providing a range of options such as next/same day deliveries, more ‘last mile’ choices eg pick up points or specific delivery times, you allow your customers to tailor their own experience, picking the delivery solution that’s right for them.
In order to offer these choices, it’s critical your logistics solution offers a flexible and reliable service – if you’re going to charge more for the promise of same day delivery, you have to be able to fulfil this.
Visibility is another key way in which you can personalise your ecommerce delivery solutions[v]. By providing customers with the exact progress of their deliveries and the ability to adapt this where necessary, you’re enabling personalisation of the delivery experience right up until the package arrives.
But personalising your delivery experience goes beyond the mechanics – it’s often the small touches which can have the biggest impact.
Offering your customers the option to add a personalised note if they’re gifting the item or sending your own, tailored message to the recipient to thank them for their order can add real value to the product you’re delivering. You can also add the option for customers to include handwritten notes or labels in their orders. These bespoke touches will make your customers feel truly valued, encouraging them to order from you again – building brand loyalty.
Personalising the products you deliver
From wine bottles to baby clothes to birthday cakes, there’s little that can’t be personalised with today’s ecommerce retailers.
This level of personalisation – enabling customers to tweak the product they receive to make it unique to them – goes beyond meeting customer needs, it builds a closer relationship between your brand and your customers.
It’s clear that personalised products carry greater value for the customer but why are they beneficial for brands[vi]?:
- Increased sales – the ability to personalise a product enables customers to order the product exactly as they wanted it, boosting satisfaction and brand loyalty.
- Differentiate your products from your competitors – making your brand stand out.
- Customer insight – you can use previous personalisation choices to optimise your personalised shopping experience based on their insights and previous purchases.
When used effectively, personalisation has endless possibilities for both you and your customers.
At Cygnia, we are centred around providing flexible and responsive fulfilment and logistics solutions to enable you to develop and enhance your ecommerce experience.
Want to explore how personalisation could transform your ecommerce experience? Get in touch.