Giving consumers great online experiences requires creativity, great products and services, and increasingly, rapport with the consumer through personalised communication. Impersonal messaging will not cut it in today’s competitive ecommerce environment. Having a more human approach is proving to be crucial and highly profitable.
These statistics reveal the impact personalisation can have:
- 74% of online consumers get frustrated with websites when content (e.g offers, ads, promotions) have nothing to do with their interests. – Janrain and Harris Interactive
- 40% of consumers buy more from retailers which personalise the shopping experience across channels. –mybuys.com
- Businesses that are currently personalising web experiences and who are also able to quantify the improvement are seeing an increase in sales of 19% on average. –Econsultancy
Further explore these statistics here.
Digitally connected consumers.
Customers are increasingly digitally ‘Connected’. Before a customer buys a product they might do a search on a desktop, go into the store, compare prices on their smartphone, and then order on a tablet.
‘Connected customers’ are looking for seamless experiences across different channels, from in store and across different devices, which are tailored according to their individual preferences. This brings a new challenge to the personalisation quest in ecommerce. A profitable personalisation strategy needs to be data driven to be implemented effectively and across different channels.
Data validation tools such as Data8’s Lifestyle Profiles can be used to obtain insight on customers across different devices. The Lifestyle Profiles tool is a unique segmentation system that divides the UK into 80 mutually exclusive groups. The tool identifies the lifestyle and wealth of customers using just a postcode. This insight enables you to deliver offers and recommendations which are relevant and personal to customers.
Investing in data validation tools assures accurate data is captured. Accurate data is foundational to delivering personalised content. This enhances UX and increases customer satisfaction and sales.
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