Personalisation. It’s the ultimate buzzword in business today. Every business wants to look friendly and open. Customers are greeted warmly and affectionately by their names. Brands alter their services in a variety of ways in order to accommodate the buyer.
For many companies in the modern business age, the customer comes first, and personalisation is a great way to keep them coming back for more.
Consider this scenario… You go into two cafes on the same day, one at breakfast and one at lunch. At the morning café you’re greeted casually and given a very good coffee.
At the lunchtime café you’re greeted by a friendly Barista who remembers your name, the way you take your coffee and can even make informed recommendations. Which café will you go back to the next day?
Why is e-commerce personalisation falling short?
Despite being as important an aspect to business as any other, e-commerce often falls short when it comes to treating the customer like an individual.
Certain brand owners foolishly put aside personal elements when they set up their webpages and e-mail alerts, attempting to look professional as opposed to approachable. Well the stats are in, and the numbers prove that personalised e-commerce is essential in order to enhance customer engagement levels.
Personalisation keeps customers coming back – both in the real world and online. According to econsultancy.com, Co-Operative Travel actively turned their attention to personalised e-commerce, and whilst their visitor traffic boosted 95%, their revenue increased a whopping 217%.
Aberdeen group have also suggested that 75% of consumers enjoy it when brands personalise their e-mails and messages.
Get to know your online customer, greet them well, and they’ll keep coming back for more. It’s a great way to build familiarity and trust – the two key elements that make a brand appealing to customers in a world where so much of the competition is either dull, unremarkable or relentlessly spammy.
Aside from being something that your customers will enjoy, personalised e-commerce is also an aspect that can really set your brand apart from the herd and make your company appear distinctive.
According to Experian, over 70% of brands still aren’t using personalisation techniques in the web copy, videos, e-mails or infographics, which means your brand will come across as cheerful and caring compared to others if you choose to implement personalisation. It never hurts to stand out from the crowd so long as you do it right, and personalised e-commerce will definitely put you on the right track.
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It wouldn’t be an overstatement to claim that personalised e-commerce is the future of branding. Over two-thirds of marketers are aware of the benefits of getting up close and personal with customers, but very few brands are choosing to engage in this way because of the time and effort it takes to reshape their content accordingly. This isn’t something that should put you off.
It may be take sufficient planning and a good deal of time to execute an effective personalised e-commerce plan, but the stats prove that it will be more than worth it in the long run.
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