How to Engage More Online Shoppers with Personalized Experiences
In the new normal shopping experience, every customer touchpoint requires sophisticated data to provide additional services and value. Customers anticipate smooth transitions from in-store to online interactions. Therefore, every retailer must focus on delivering personalized experiences everywhere.
5 months ago
2 min read
The COVID-19 pandemic has created both large and small challenges for everyone, resulting in various changes for both consumers and retailers. Hence, hundreds of millions of people moved their shopping online during the first months of the crisis. As a result, they re-examined the priorities and values that drive their brand preferences, purchasing habits, and loyalty.
Be Wary of Changing Priorities
Consumers and retailers can see the light at the end of the tunnel in 2022. However, as life returns to normal, new consumer priorities will raise the bar for retailers. Even though physical retail continues to reopen, marketers should make plans to keep customers engaged online.
Consumers are more likely to shop online, especially on their smartphones. Even though online shopping is more complicated than it appears, consumers reacted positively to retailers' new approaches, mainly when it came to mobile shopping. Furthermore, these online habits are likely to persist post-COVID, as two-thirds of consumers (63%) say they intend to continue online shopping.
Personalize Experiences Everywhere
Personalization has become a valuable tactic for retailers to improve experiences as more consumers search, shop, and buy online. At the same time, when shopping in stores, people feel more vulnerable. A personalized experience, on the other hand, can make them feel safe, assist them in completing their shopping more quickly, and help retailers build much-needed loyalty.
Hence, every customer touchpoint in the "new normal" shopping experience will require sophisticated data to provide additional services and value. Customers will also expect smooth transitions from in-store to online experiences. With that in mind, here are the top 5 tips for online retailers looking to engage more customers in the "new normal" era.
Go beyond product recommendations with personalization. Integrate a personalized content strategy for customer emails. That can be beneficial for retailers with smaller assortments and longer purchase frequency cycles. Personalization can also help engage and nurture relationships while maximizing existing assets such as blog and influencer content.
Use personalization behind the scenes. For delivering a compelling experience, personalization does not always have to be explicit. For example, to help deliver relevant content aligned with the customer's brand, identify interest affinities such as product-level affinities.
Incorporate social proof. Before making a final decision, high-intent shoppers read product reviews. Therefore, prioritize social proof efforts, email, and push notifications across the site with a compelling product review collection strategy.
Encourage loyalty in many ways. Building loyalty does not always require a loyalty program. Even if they aren't loyal members, an effective loyalty strategy segments users based on their shopping habits and preferences, from shipping options to promotions and incentives. Personalized offers and a practical post-purchase experience can boost sales and customer satisfaction.
Pay special attention to first-time visitors. Returning visitors to web stores accounts for less than 30% of total traffic but generates 80% of revenues. However, even though first-time visitors account for more than 70% of traffic, they generate only 20% of ecommerce revenues. Thus, ecommerce businesses must concentrate on first-time visitors who have already pulled in the web store and pay special attention to their conversion.