The Importance of eCommerce Personalization and Utilizing It for Business

The eCommerce industry reported $2.3 trillion sales in 2017 and it’s expected to nearly double by 2021. More eCommerce businesses are becoming aware of the growing industry and are doing everything they can to get a step up over their competition. One strategy that few eCommerce businesses are using today is personalization. By personalizing, the shopping experience, businesses can see higher conversion rates, more frequent sales, and a higher customer lifetime value. 

How Are Businesses Using Personalization Today? 

There are various ways that personalization is being used in eCommerce. The simplest example is by recommending products that similar customers have purchased. A platform like FastSpring is an example of an eCommerce software geared toward personalization. There are many companies that do this very well, especially since they have a lot of data to base recommendations on. Email marketing segmentation is another simple solution that many businesses are using to deliver more targeted offers to their audience. 

But with marketing automation, eCommerce businesses can go beyond segmentation and hyper personalize the experience. They can do more than simply base campaigns on customer sales data. They can track the behavior and send targeted offers. For example, if a customer is found to view specific product categories or pages, they can be sent promotional offers for these specific products. 

This can extend to content as well. Customers that have consumed content for specific topics, can be sent more of what they’re already interested in. The idea is to personalize the entire experience, and not just the offers. Accessible here this comprehensive guide looks at all the different ways that personalization can be used in eCommerce. 

The trend of personalization isn’t limited to everyday consumer products. In Luxury’s Future, It’s Personalized Everything. Whether it’s a high fashion brand or a high-end tech retailer, more industry leaders are starting to get serious about their data. They’re doing everything they can to utilize their data to create a truly unique shopping experience tailored to individual customers. 

Getting Started with Personalization 

Now that you understand how important personalization is, you’re probably wondering how to get started. The easiest way to start is to look at your sales data. Find what specific groups of customers are buying to set up easy up-sell and cross-sell offers. You can even display related products more prominently in product category pages and even used location specific information to make things more convenient for the customer. 

Another thing you can do is to send personalized offers based on their previous user behavior. For example, if they’ve been browsing the blue shoes category, send them an email telling them about the most popular products in that category and present them with a special discount for taking action. Now you can take it one more step by pre-selecting the customer’s shoe size, pre-filling their address in the order form, and even saving their credit card information. 

That’s just a basic introduction to personalization. There is a long list of things you can do, so it’s recommended that you look for examples and case studies to learn from. To implement personalization, you need to have a platform that comes with the necessary features and functions. There are many other platforms that offer the same solutions. What’s important is that you use a platform that enables you to use these personalization features in the first place.

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