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Think about when you last went to your favourite shop or restaurant. Chances are you were comfortable in that environment and in some cases, employees would recognise you and know what you like. Whether that’s your usual coffee order, or simply what clothes you like to wear – most of us would agree that personalisation makes a difference.
And e-commerce is no different. According to research, 72% of consumers only engage with personalized marketing messages, and 91% are more likely to buy from brands that recognize them and provide relevant offers.
How to create personalisation in e-commerce?
So, it’s been established that personalisation is important – but you may be wondering how exactly you can do this. Broadly speaking, there are 4 different ways to do create personalisation.
Create buyer personas
Firstly, you’ll want to create buyer personas. These will help you segment your audience by understanding customers’ needs and motivations. Then, you can tailor messaging and offers to suit each persona.
Use customer data
Customer data is an important tool in your arsenal. By collecting data about your customers (such as what they have bought before and their past shopping habits), you can begin to connect with customers and personalise what shoppers see on your website.
However, it’s important to abide by GDPR regulations if you’re collecting and using customer data.
Use omnichannel marketing
Omnichannel marketing connects marketing streams together to provide a more connected and comprehensive user experience. One way to use this principle is by offering vouchers to online shoppers that can be redeemed online or in-store.
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