Why Personalisation is Vital for Your Business

Are you trying to find new and exciting ways to stand out from your competitors?

It could be turning your attention to customer loyalty programs or completing a refresh of your website and social media channels. But one of the approaches that have been gaining traction is personalisation. Research has shown it's becoming a customer expectation, and businesses risk losing buyers if they can't provide a tailored shopping experience.

So what does it mean to provide personalisation in an eCommerce world? If you haven't considered this approach for your business, here's why it's time that you might have to.

What is Personalisation?

Personalisation refers to when an online store provides customers with dynamic content utilising data such as demographics, preferences, or browsing history to provide them with a unique experience.

It doesn't matter where the buyer does their shopping either. It could be on a laptop, mobile phone or a smartwatch. The personalised approach follows them wherever they go.

What are the Benefits of Offering Personalisation?

While data has shown that if brands don't provide personalised experiences to customers, then they're more likely to shop elsewhere, there are several other reasons to implement the concept.

Improved Customer Loyalty

The best way to generate repeat business is to provide customers with an experience tailored to them. If you can anticipate their needs and offer options that feel catered to them as individuals, they will continue to return time and time again.

Higher Sales Conversions

These types of behaviours also translate into higher sales conversions. The easier you make it for customers to find products they're looking for or recommend items they're considering, then the better chance you have of sending them through the checkout process.

Competitor Advantage

The good news is that personalisation is still in the early stages. But it is gaining traction rapidly. The sooner you implement a tailored experience for your customers, then the greater the advantage you'll have over your competitors.

How to Offer a Personalised Shopping Experience?

Thankfully, implementing personalisation doesn't require a significant investment. There are some minor adjustments you can make and add-ons you can install that will provide your customers with a tailored experience.

Targeted Discounts

Depending on the CMS you're using for your online store, you may be able to provide discounts to customers for items they've previously purchased. There may also be options for creating bundles that might be cheaper than buying the products individually. By using a multi-carrier solution, you can even include shipping options that allow the customer to decide how quickly they want their item.

Tailored Content

If you're able to determine the location of your buyer, then you may be able to provide content that is specific to the region they live in. It's also helpful if you have a physical retail network. You might only want to display products that are available in their location. This can save you dealing with customer complaints if they try purchasing something that's only offered in certain places.

Product Recommendations

For customers who have made purchases from you before, your website should remember these products and offer recommendations for other items they may also be interested in. For example, if they have bought some running shoes, then you might want to display other activewear clothes. You could even use products other customers have bought in conjunction with similar purchases.

Personalised Parcel Tracking

Once customers have paid for their purchase, they want to be kept in the loop every step of the way until it's in their hands. Fortunately, you don't need to build this functionality yourself.

The Interparcel Branded Tracking portal provides them with a personalised experience that tells them where their parcel is at all times. They'll know when the courier is booked, when it's left the depot, when it's out for delivery, and even when it's delivered. You can theme the page to match your brand and colour scheme, as well as include campaigns to encourage them to shop with you again. The best part is that it's free. Find out more about the Branded Tracking portal here.