Personalization: The Differentiator You Need to Stay Ahead in Retail
Customers have come to expect a fully-personalized eCommerce experience. Retailers are stepping up their game with hyper-targeted content and recommendations to create exceptional customer experiences.
Putting your users at the center of your digital strategy has many benefits, like brand loyalty and retention. As a matter of fact, global consulting firm Accenture studied the effects of personalization on the eCommerce industry and found that “75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, OR knows their purchase history.”
What can we say? We like to feel special.
Amongst many other things, personalization is great for recommending products left in a shopping-cart, but recommendation engines are not foolproof.
In this article warning about rushing into personalization, Paul Boag explains how he made a one-off purchase for his 9-year-old niece’s birthday, only to be targeted with My Little Pony adds for the next six months. Cue the eye roll 🙄.
“Poor personalization and lack of trust cost U.S. organizations $756 billion last year, as 41 percent of consumers switched companies. Without deeper customer insight, companies cannot deliver the experiences they crave.” – Accenture
Targeted ads are a great start on the road to personalization, but to produce exceptional digital experiences, you need to understand what your customer actually wants. A Voice of Customer solution will capture the deeper customer insights necessary to begin building out a state-of-the-art personalization strategy.
At Usabilla, we believe customer feedback is the key to getting you going on the road to user-centricity and personalization.
3 Ways to Personalize your Ecommerce Customer Experience
1. Relevance is key: ask users the right question at the right time
Before we get into the nitty-gritty of personalization, you must first understand the data layer. The data layer on your website contains valuable information, and Usabilla uses this data to ask users the right questions at the right time. Using a subtle survey, you can target someone based on their customer journey. Also, by asking me a personalized question based on where I am on the site, I am more inclined to answer.
For example, Broadway ticketing service, Telecharge, uses Usabilla slide-out surveys to capture insights on abandoned carts. They use an exit-survey, which deploys after users motion to exit and simply asks, “Why are you abandoning your cart?” Both the quantitative and qualitative answers users left helped Telecharge understand customer behavior. They saw a 15% conversion on these surveys, because they used the data layer to ask the right questions at the right time.
2. Always personalize content
63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant. – Rapt Media
When it comes to personalizing content, we use various tools such as Usabilla in-page feedback, targeted surveys (i.e. Telecharge’s exit-survey), and redirecting users to other articles or products via slide-outs.
Fashion giant and Usabilla client Calvin Klein uses a Usabilla slide-out survey to alert users when they’ve selected an item that’s low in stock. The small non-obtrusive survey may also redirect them to similar items. The relevancy of the slide-out ensures a personalized experience, and keeps users loyal to the brand.
These surveys can be customized across web and apps, to give light nudges to your users in any way you see fit. Send out promotions relevant to who they are or where they are on the site. Not only will you capture valuable customer feedback, but you will also communicate with your users and provide them with an exceptional experience.
3. Stay secure
Users not only expect the highest level of personalization, but they also trust you to be safe with their personal data, whether on desktop or in an app.
“While 44 percent are frustrated when companies fail to deliver relevant, personalized shopping experiences, nearly half (49 percent) are concerned about personal data privacy as they subscribe to intelligent services designed to understand and anticipate their needs.” – Accenture
With CSS data masking, and clearly displaying your security policy, you can ensure your users that their data is safe. In turn, they will be more open to giving feedback. With mobile making up for 51.12% of global web traffic, it’s important to stay transparent and clear on both mobile and web channels. The more feedback you receive, the more customer-centric you become. And the more customer-centric you become, the more likely users will stick with your brand.
“Amongst North Americans surveyed, more than three in four have chosen, recommended or paid more for a brand that provides a personalized service or experience.” – Top Tech Investments For Retailers‘ by Forrester, May 2017. Hence, as Salesforce mentioned, it’s no surprise that 64% of consumers want personalized offers from retail brands.
Personalization in eCommerce will continue to evolve, so retailers need to adapt, or prepare to fail. Get ahead of the game by investing in your customer’s experience with a Voice of Customer Solution, and you’ll be well on your way to customer centricity. To learn more about personalizing your customer’s eCommerce experience across web and apps, request a demo here.