The picture in the news media around retail spending, especially in-store is not great but online is still standing strong and is substantially higher than it was in February 2020, before the pandemic started.

It’s just more signs that shopping habits have shifted and even when spending is down, the people that are shopping are choosing to do it online first.

What this means for customers is more choice and for those who are running online commerce stores, more competition.

It is your job as a business owner to find a way to stand out in the crowd, create incredible customer experiences and win and keep new and existing customers. There are a few ways to do this, and we’ve talked about several of them on this blog but one that we think needs a special mention, especially since it is so powerful, is personalisation.

 

What is Personalisation?

Optimizely explains it well. “Website Personalisation is the process of creating customised experiences for visitors to a website. Rather than providing a single, broad experience, website personalisation allows companies to present visitors with unique experiences tailored to their needs and desires.”

The concept behind this isn’t new. We’ve been exposed to it for years. It might be that your favourite café or restaurant just knows what you’re going to order, or they can suggest something new based on what you’ve had in the past. It might even be that whilst you’re in a store your experience changes based on what you’re looking at, the time you’ve been in the store, how you’re dressed or who you’re with. They are all cues to the sales team to offer help, make suggestions and recommendations and just make your shopping experience feel like it is tailored to you.

 

Making It Digital

As Optimizely puts it “Website personalisation attempts to use data to take that same level of one-on-one attentiveness and translate it into the digital world”

It could look like this:

  • Online retailers provide targeted offers to shoppers based on browsing and buying behaviour.
  • Travel sites can present visitors with promotions based on the current weather or season.
  • News and other media outlets can surface specific videos to viewers based on where they live.

But it can also go beyond just the website and even into mediums such as email, linking it back to a personalised experience online.

 

Why it’s Important

Customers’ expectations have shifted and continue to shift through this incredible change we’re going through.  So much so that it is as the point that people expect a personal digital experience that mirrors the typical level of personalisation, they receive offline. They want to spend their money with people that get them, make their lives easier and offer incredible levels of convenience. And this is not just our opinion. Research continues to tell us this is what people want.

 

It’s in the Numbers

We’ve scoured the research and pulled together the numbers that you need to know. They’re everything that will convince you that personalisation is the way forward and they’ll help you build a business case for why it needs to be included in your strategy.

We’ve put them together in a handy e-book that you can download and keep or read it online if you’d like. Just click the image below and the pdf will open in a new tab for you.

 

 

Need Some Help Making it all Work?

If you’re ready to start working on ways to create incredibly personalised experiences we’re here to help. Our experience team has worked with very well-known names on their personalisation and have gotten some awesome results. You’ll find a case study of just one of them in the e-book, but we have other case studies in our work section too.

All it takes is for you to reach out and one of our experts can talk you through how to get started.