Personalization is the future of eCommerce. It’s that simple.
It would be easy to throw a ton of statistics at you. Like the fact that 91% of customers are more likely to buy from an online store that provides personalized experiences. Or the growing willingness among users to share their personal information in exchange for tailored recommendations and offers.
But, fundamentally, personalization is so important because it enables retailers to market to customers in a way that directly and precisely meets their needs and desires.
So how can you personalize your store for more sales and revenue?
In this post, we’re going to look at twenty-seven real-life examples of eCommerce personalization. These examples are simple, effective, and you can replicate all of them without allocating significant resources.
What Is Ecommerce Personalization?
Ecommerce personalization is the process of creating shopping experiences that cater specifically to individual customers and not a single broad audience.
Rather than taking a one-size-fits-all approach to eCommerce, retailers will ensure that important elements of the customer journey, including on-site browsing, email, social media activity, and even paid ads, change based on the needs and past behavior of customers.
You might be asking, “That’s all well and good, but what’s the point of personalization?”
It’s a fair question. Creating elements, both on-site and off-site, that adapt to individual customers is more resource-intensive than opting for a single, general solution.
But the answer is simple. Personalization drives more sales. A lot more sales. Retailers report a 20% increase in sales after implementing personalized features.
So the moral of the story is that by overlooking personalization, you’re leaving a sizeable chunk of revenue on the table for your competitors to snap up.
Examples of Ecommerce Personalization
Now that you got a solid overview of the different types of personalization strategies, let’s move onto the examples themselves.
1. Run Geo-Location Alerts
If you have separate stores for visitors from different countries, offer to redirect them when they land on the wrong site. Most retailers will have country-specific domains (.com, .co.uk, .fr, etc.) for international customers.
There is a caveat to this tactic, however. Don’t force customers to view products on a country-specific site. Often, visitors will leave your store because they’re actually in the right place but your geo-location script keeps trying to redirect them.
2. Provide Seasonal Content
Seasonality plays a significant role in some eCommerce sectors, especially fashion. Customers will be looking for different products depending on the time of year they visit your site.
You can pre-empt this interest by including notifications and offers that are tied to specific seasons like spring, summer, autumn, and winter, or even holidays like Halloween and Christmas.
One of the quickest ways to implement this strategy is by including season-specific elements on your homepage and in site-wide areas like the sidebar and header. You should also alert customers to new lines and seasonal promotions via email.
It goes without saying that seasonal content will not apply to every segment of your market, and you should account for seasonal variations and holidays in different countries and hemispheres.
3. Cover the Basics With Personalized Emails
While you can leverage many different types of personalized emails, for various situations and segments of your customer base, there are a few that you should send to all customers.
Here are the essential emails to include in your personalization strategy:
- Order updates – Let customers know when their order has been processed, shipped, delivered, etc.
- Feedback emails – Ask customers what they thought about their purchase and if they had any problems. These emails are also great for generating customer reviews.
- Subscription alerts – If you expect customers to use a product more than once, such as with consumable household items, send them an email after the usual period of use.
Because they’re so common, many customers expect the personalized emails outlined above, especially when it comes to shipping and delivery updates. Failure to send them will often result in negative customer experiences.
4. Personalize the Homepage
Your homepage will likely be one of the most popular pages on your whole store, if not the most popular page. It’s a prime space for advertising products, promotions, and offers.
Whenever a customer lands on your homepage, they should see a host of personalized links, including their preferred categories, recently-viewed products, suggested items, and more.
Just look at how many personalized elements are included on Amazon’s homepage:
You might be worried about overwhelming customers, but it’s entirely possible to organize numerous homepage elements in an easy-to-view way, that allows visitors to pick the options most applicable to them.
5. Show the Nearest Store for Pickup and Closing Time
One of the drawbacks of online shopping is that it doesn’t provide instant gratification. When customers visit a brick-and-mortar store, they can inspect and purchase items immediately, without the need to wait for the postman to arrive.
Retailers overcome this issue is in two ways. First, by providing same-day or next-day delivery. And second, by allowing customers to pick up products in-store.
In-store pickup is becoming increasingly popular, especially among people that live in cities (near to shops) and those that want to save on delivery fees.
Showing customers know their nearest store on product pages reassures them that they can select in-store pickup during checkout. Including the closing time creates urgency for customers that want to have the item on the same day.