Let’s imagine we’re on our way to a supermarket, to do our weekly grocery shop. We have a list and we know what we want. But there’s something unusual about this supermarket. We walk in and – puff! – like magic, the supermarket aisle transforms around us. Suddenly, everything on our list is right in front of us. The shelves are giving us exactly what we want.
This concept might seem far-fetched in the retail bricks-and-mortar world, but in the digital world, technology coupled with the right customer strategy is allowing retailers to provide this level of consumer experience today.
Web Personalization Directly Targets Your Customers’ Needs
Unlike the old days, when it was customary to greet customers on your website with a single landing page or home page, today’s retailers are cashing in and tailoring their Web content (and other content, like that for email marketing and social media) to suit the desires and needs of their individual buyers.
Just as our imaginary supermarket aisle magically “transforms” around each shopper, so too are Web pages transforming around specific visitor information and behavior. Such is the wonderful world of Web personalization.
From research conducted for Lyris by The Economist Intelligence Unit, we know that only 24% of marketers actually use the information that they collect from their customers to deliver value back, and over 70% of shoppers are jaded by superficial and generic marketing. So what are our consumers saying to us?
“Use the information I give you, but do it in a way that adds value to my life!”
More than 98% of inbound online visitors are anonymous. However, that doesn’t stop retail marketers from providing personalized Web content that speaks directly to exactly what the customer wants. As in the imaginary supermarket aisle, savvy online retailers dangle the right products and services right in front of their customers’ eyes.
Customization and personalization are proven to be more effective in motivating customers to purchase, much more than offering them something they might be only minimally interested in when they land on your website. If you do it right, you can dramatically enhance your on-page conversions and sales, simply by personalising.
A recent survey conducted by Econsultancy shows that 94% of companies feel that “personalization of the Web experience is critical to current and future success.”
This can also be seen through massive retailers like Amazon that are also mastering data and Web content personalization to meet consumers’ needs and drive their digital sales: “In order for interactions to feel individualized and human, they must be well informed. That makes data about the customer you’re talking to right now the most useful data of all.”
Knowing How to Personalize your Content
At Lyris, we’ve seen many retailers make the mistake of thinking that personalized Web content simply means displaying the customer name, like “Hi Bob,” or “Welcome back, Jane.” Wrong!
Personalization is much more than this. It’s customizing the actual products, offers, and promotions on your retail pages so that they are completely relevant for each individual shopper (or at least that particular customer segment) and unique to his or her user experience.
How do you know what your customers want, so that you can figure out how to personalize your content?
Are you ready to personalize, retailers? Contact Lyris today to find out how we can help you manage Web personalization and messaging automation strategies that can give you a competitive edge