In the eCommerce cyber business world, personalization is a trend that is quickly growing in popularity and 2021 has been a breakthrough year. By default, users have now come to expect the personalization experience.
The individual adjustment of interactions with the consumer, has become an integral part of digital sales. And it’s not only about improving the quality of service and leaving a positive experience, there are other ways to use personalization in communication: offer, retention, and purchase channels.
What is eCommerce personalization?
Personalization in eCommerce is the process of creating a shopping experience that is explicitly intended for a single customer, not for a broad audience.
Instead of adopting a universal, homogeneous approach to their entire audience, online sellers create critical elements of the customer journey, including website content, emails, social media activity, and paid advertising. They change depending on the needs and previous behavior of customers.
Top Easy-to-Implement eCommerce Personalization
There are numerous solutions available that are not only effective but also straightforward to implement. These tools can help tailor product recommendations, customize marketing messages, and create a more engaging shopping experience tailored to individual user preferences.
Geolocation Notifications
Source: Reebok
Remarketing Email Campaigns
Source: Uber Eats Mailing
Customized Homepage Experience
Source: Amazon
Show Nearby Stores with Pick-Up Options
One of the drawbacks of online shopping is that it does not provide immediate gratification. When customers visit a regular retail store, they can check and buy items immediately without waiting for the courier to arrive.
Online retailers solve this problem in two ways: first, same-day or next-day delivery; second, allowing customers to pick up products in a brick-and-mortar store.
Showing your customers the closest store location on your product pages gives them the confidence to choose in-store pick-up at checkout. In addition, when you take into account the closing time of this store, it can create an urgent need for customers to have this product on the same day.
Display Delivery Info for Specific Locations
Always clearly display general delivery information on product pages to ease customer concerns about this issue. Uncertainty about the cost and speed of delivery can cause customers to leave your store without adding products to the cart.
Conversely, incorporating shipping information to a specific location takes this strategy to a new level. As a result, customers should not doubt the nature of the delivery to their location. For example, the statement “Free Shipping to Warsaw” has more power than just “Free Shipping.”
Customize Your Post-Order Thank You Page
Source: Walmart
Customization of Live Chat Support
Sometimes customers want to chat with a real person, especially if they’re buying something expensive.
They shouldn’t need to search the FAQ pages and then wait three days for an email response. Instead, offering live chat with a single on-screen button is the best way to provide excellent customer service, meanwhile dispelling any doubts or answering a customer’s questions about the product.
If you don’t have enough resources to put live chat on the site, try to make it easier as possible for your visitors to find the customer service email address and phone number.
Source: Saleor
New Dimension of eCommerce Personalization
Sometimes customers can personalize products individually. Customizations can be minor, such as changing the color or adding a gift wrap, or more significant, such as changing the product’s entire design.
Product Customization
Most retailers allow this option with a few flagship products, which can be particularly successful in the clothing section. However, even if you only offer personalization on a few products, you can attract customers to your store for other purchases.
One of the interesting examples of product personalization is the website: Tylko.com. It allows you to create generative furniture that can be freely customized to their needs by the user. After placing the order, the furniture is manufactured to size and the assembly instructions are generated automatically.
Source: Tylko
One such solution implemented by Mirumee is an e-commerce tool for one of our client - Lush. It allows users to create a personalized gift box with LUSH brand products.
Source: Lush
Source: Nike
Perfectly Selected Size with Fit Analytics
When buying clothes and shoes online, the most difficult moment for the user is choosing the size. Therefore, many users give up online shopping in favor of stationary purchases. Therefore, it is worth implementing solutions that will help users choose the perfect size.
Fit Analytics is an example of such a tool. Virtual Size Advisor. Fit Analytics is an intuitive size advisor that gives buyers confidence and collects key customer information for apparel companies. Fit Finder delivers over 1 billion size recommendations to leading stores worldwide every month. Global giants like ASOS, The North Face, and Tommy Hilfiger trust Fit Analytics to solve the sizing problem.
In a series of live A / B tests with the world’s largest brands, Fit Analytics has been proven to consistently outperform both static size charts and all competing solutions.
Fit Analytics uses advanced machine learning algorithms and the largest dataset in the apparel industry to provide size recommendations that are based on science, not subjectivity.
Source: Fit Analytics
Virtual Fitting Room
A virtual fitting room is a comfortable solution for people who do not know what shape they are looking for and would like to try different models. Thanks to this modern solution, you can choose the perfect glasses for yourself — without leaving your home.
The virtual fitting room uses the so-called augmented reality (AR). Using this modern technology and a webcam in a given device (computer, laptop, smartphone, etc.), the screen changes into a virtual mirror. Here you can see your reflection in selected frames of corrective glasses or sunglasses. This allows you to try on any number of different models from the comfort of your home and adjust them to the shape of your face.
Source: Eyeconic
Foot Measuring System
Source: Esizeme
Personalized Search Result
Source: Algolia
Interface Tailored to Customer Aesthetics Preferences
Shopping Experiences Based on User Moods
A great solution available on GitHub is musicScapes. It allows you to customize the graphics of the music CD store based on the user’s mood from the last 50 songs streamed on Spotify.
Source: MusicScapes
Dynamic Screen Experiences - Beyond Responsive
Take Care of Personalization in eCommerce
As you can see, personalization helps to increase profits. Whatever your budget. It can be both small improvements and real innovations.
Taken together, all of these elements will change the way new and existing customers interact with your store and marketing content. Their commitment will deepen, sales will increase, and revenues will be higher.
Mirumee guides clients through their digital transformation by providing a wide range of services from design and architecture, through business process automation to machine learning. We tailor services to the needs of organizations as diverse as governments and disruptive innovators on the ‘Forbes 30 Under 30’ list.
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