The customer journey has changed dramatically from the early days of e-commerce. Back then, we only had to worry about one user interface and the primary drivers of traffic were catalogs, email, and paid search advertising.
Today the average shopper goes through at least five touch-points
before converting, and that's after they've spent time learning about your brand through social media, product reviews, and marketplaces while engaging with multiple devices.
There's no arguing with the fact that consumers expect relevant offers
from marketers, however many brands are finding it difficult to connect with them and win the conversion. However, technology has made it possible for marketers to capture and use online behavior—in addition to demographic information—to deliver a personalized and highly relevant experience that converts.
Let's dig into the trends that are changing the online shopping journey.
1) Product Recommendation Engines
Customers love a personal touch, and offering contextually relevant product recommendations adds that special touch to an online shopping experience. Not only do product recommendations
improve the customer experience, they can also drive additional revenue—just ask Amazon
! Product recommendation engines
take the guesswork out of your e-merchandising strategy by enabling merchandisers to create an engaging experience based on historical and real-time shopper behavior.
2) Personalized Websites
Personalized e-commerce shorten the buyer's journey by tapping into information about the visitor to get them to the right product at the right time. E-merchandisers build rules to serve dynamic landing pages
based on variables, such as geographic location, how they landed on the site, and their on-site behavior.
The best platforms also incorporate machine-learning technology to deliver "intelligent" search results
based on individual shopping behavior. This breakthrough technology analyzes the choices visitors make as they search and browse products and content.
3) Behavioral Marketing
Behavioral marketing involves using data collected during a visitor's session to offer relevant ads and emails based on how they interacted with your website. Re-targeting uses cookie-based technology to follow buyers from one website to another and serve an ad related to what actions they took on your website.
Personalized emails contain targeted messages based on a consumer's individual profile and their activity on your website. Using information such as location, site visit history, or specific interactions with a product or service to trigger an email can help you deliver a contextual email that has more value than a generic email blast.
Summing it Up
Personalization is shaping the future of marketing and online shopping. Based on MyBuy's database of over 250 million shoppers, customer-centric marketing delivers a 25% increase in total online sales and gives a huge boost to customer lifetime value.
To sum it up, awesome things happen when you get personal with your customers across channels. Make sure your business is awesome.