17th May 2016

Why personalisation is the future of ecommerce

When it comes to commerce of any nature online or otherwise, personalisation is considered a good thing. We see it on a daily basis, a name on a coffee cup, personalised loyalty cards, even personal email marketing campaigns. Personalisation is everywhere and with good reason.

Personalisation gives customers a much more enjoyable experience and as ecommerce is becoming more and more established, it’s time for all ecommerce stores to start offering a more personal and qualitative customer service experience.

How can you offer personalisation? 

There are a number of ways you can incorporate personalisation into your ecommerce business, from your checkout process to your marketing technique, reaching out to your customers on a personal level should come naturally.

Save for later

Giving your customers the opportunity to save a specific item for later, so they can go and get it, reflects well on your business, looking out for your customer and saving it so they won’t be left disappointed shows you care about them getting the product. However, this also gives you an insight into what your customers are looking for or might be interested in, giving you the chance to tailor recommendations so that they are relevant to your customer.

Email Marketing

Using email marketing you can add personalisation in quite a simple way, from the addition of a customers first name, to using information such as their birthday to send a happy birthday email. Email marketing is one of the best ways to engage with customers on a one to one basis and recognising that there’s a human behind the screen is an ideal way for your company to show you care.

Birthday discount

If you have access to data such as your customers birthday, why not think about sending them an email or code for their birthday. It’s not uncommon for companies to send vouchers through the post or discount codes through email on birthdays, it’s thoughtful and it makes the customers feel like the company is actually paying them attention and ultimately gives your business the chance to increase conversion rates.

Saving details in checkout

Not only does this offer personalisation, it also makes the entire checkout process a lot easier. Saving your customers card details from a previous purchase so that customers can buy in one click means that they are more likely to carry on with a purchase, rather than having to fill in all their details again.

You might like

Somewhat related to the save for later function, it’s a good idea to offer a ‘you might like feature.’ Be it after a purchase or below a product your customer is viewing, this is a great way to offer products that are similar to or closely related to other items that your customers has bought. Not only does this help your customers by offering something they may like but it also can be an excellent way to increase your conversations.

Article By
Sarah Seymour,
Published: 17th May, 2016
Categories: Ecommerce

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