Making the sales personal

By Nate Holmes, Product Marketing Manager at Widen

As many people are taking to shopping from the comfort of their own sofa this year, Black Friday and Cyber Monday are positioned to set record highs for online sales.

This year alone, the industry has seen a strong year-on-year increase in e-commerce sales, as Covid-19 has shifted consumer behaviour online. With an increasingly complex and competitive landscape to navigate, the need for retailers to have effective and personalised digital e-commerce strategies in place is more important now than ever.

Customer expectations are at an all-time high, as shoppers are looking for a personalised experience across all shopping channels. When browsing products, the more individual and tailored the experience, the more a customer is likely to make a purchase and come back for more. And while shopping in-store might offer real-time recommendations from sales associates, online technology has the power to recall past purchases and browsing history to serve up personalised recommendations as well… if it’s leveraged effectively.

To successfully deliver personalisation online, marketing teams need to tailor its interactions with consumers, including the images and digital content shoppers see. The right technology can help deliver a superior customer experience across retail channels by making sure all communication is appropriate for the person receiving it. It’s crucial that retailers are able to leverage consumer data to personalise product recommendations by understanding the customer’s preferences and needs, as well as their purchase history. We know that teasing consumers with an out-of-stock product causes friction in the customer journey and harms brand loyalty. Just as continuing to display ads for an item they’ve already purchased can lead to frustration.

A successful e-commerce strategy has the power to ease the purchasing journey for shoppers as well as streamline internal processes for businesses. From identifying relevant product recommendations and considering inventory thresholds, to the content displayed during the checkout experience and ads delivered via social and email. Ultimately, it’s metadata that powers search within a digital asset management (DAM) system and enables marketing teams to find the right digital assets to deliver personalised content.

With a growing number of customer touchpoints, and expanding banks of digital content, today’s marketers are increasingly in need of technology to organise and streamline the content lifecycle for a truly personalised marketing experience.

While many retailers are already working to create these customer experiences, taking it to the next level is often where marketers struggle. Connecting all customer touchpoints in a seamless, consistent, and effortless way at scale is no easy undertaking.

Businesses must use technology and software to remain agile and engage with e-commerce as their customers continue to operate remotely, especially during retail peaks like Black Friday and Cyber Monday. This lends itself to personalisation, and ultimately, personalisation wins sale conversions and brand loyalty for the long term.

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