Personalisation in e-commerce – why is it so important?

Until recently, digital marketing innovation in the form of the recipient's name in an e-mail aroused admiration among the target audience. Today, much more advanced techniques are needed to attract the attention of e-consumers. Personalisation, i.e. offering customers customised experiences that sustain their commitment, requires a much more decisive and strategic approach. It is also crucial to remain competitive in the rapidly changing e-commerce market.

 

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Why is it worth using personalisation in online shops?

Nowadays, customers choose brands that give them a sense of individual approach – they listen, understand them and pay attention to their specific preferences and needs. This is what personalisation is all about. It is a way to formulate messages, offers, and experiences in line with each visitor's unique profile to a given online shop. 

Accenture's survey of 1,800 consumers shows that nearly 50% of respondents feel frustrated when companies don't direct personalised messages to them. Moreover, 37% of those surveyed admitted that they prefer to buy from online shops that personalise advertising messages. As the respondents admitted, personalisation also influences their purchasing decisions. 63% of surveyed people appreciate individual recommendations on the product page, and 50% on the shopping cart page.

What are the benefits of offer personalisation and communication in e-shops?

1. Building relationships with customers

Personalisation provides an opportunity to establish and build real relationships with customers. This is possible through mailing communication, the shop's website or sales offers. It is worth adding an element in each channel of brand communication that will be individually tailored to the buyer's needs and preferences. 

If you have an assortment dedicated to men and women in your online shop, use personalisation to indicate products prepared especially for them. Create unique categories, send an offer in the newsletter. This will save the buyers time needed to search for specific products and finalise transactions faster. This way, you will increase the profitability of your e-business and make customers willing to return to place another order.

2. Better customer service

E-consumers do not have the opportunity to ask the seller or get acquainted with the products as in a stationary shop. The better you will prepare for their visit – you will plan the category layout, create unique product descriptions, point out related products concerning the viewed on particular subpages of the service, the more satisfaction they will feel when visiting your e-shop.

Modern analytical tools that collect information about customers, such as Ecometrixo, are helpful in this. Based on the data, a unique customer profile can be created, and the offer can be perfectly matched to the customer. After entering the shop's website or while browsing through successive product cards, they can see the offers selected according to their preferences.

3. Higher sales results

Among the advantages of personalisation, we cannot overlook the fact that it has a positive impact on the revenues of e-commerce. Discovering the real needs of e-consumers visiting our online shop means that we can perfectly match the sales offer and direct communication. Up-selling and cross-selling techniques are helpful in this. They are based on offering buyers products that are compatible with those already purchased and those of higher value. 

Remarketing cannot be forgotten either. Based on the information collected about the customers, it is possible to address not only individually tailored messages but also advertisements. In this way, it is often possible to encourage even those who only browse our online shop's offer to buy. 

Personalisation should be treated as an evolution from simple marketing communication to digital conversations, in which data are the starting point. Collecting, analysing, and using information about demographics, consumer interests, and behaviour helps create campaigns, content, and experiences that are perfectly suited to the target group.