This is the tenth and final cartoon in Baynote’s series by award-winning cartoonist Tom Fishburne, titled “Intent to Buy.” Over the course of the series, we’ve received some great feedback from you on our cartoons, so please continue to let us know what you think! To say thanks for your input, we’ll send you a print signed by Tom if you post a comment within one week (U.S. addresses only).
Over the past few months, we’ve taken a light-hearted look at some of the personalization challenges in the retail industry, and hopefully provided a few laughs along the way. As this last cartoon in the “Intent to Buy” series illustrates, the greatest challenge online retailers face today is delivering customers a shopping experience that reflects what they’re looking for in the moment. In order to be successful, personalization strategies cannot be based on shopper profiles and past purchases alone. Every time a consumer visits a site, they have a two-way conversation with that brand, sharing important clues about their interests and intent throughout the session. By listening closely and paying attention to these silent clues, such as scroll patterns and dwell time, retailers can delight customers at every turn, and avoid cart abandonment.