In November, I saw the release of a study by Accenture Interactive, which found that nearly 50 percent of U.S. and UK consumers between the ages of 20 and 40 are receptive to having the brands they trust use their data to offer tailored recommendations. The study also found that 64 percent of consumers are receptive to receiving text messages informing them of personalized offers and deals when visiting a store. The willingness of customers to allow trusted retailers to track certain data in return for a more personalized experience has increased exponentially. For this month’s personalization round up, I’ve compiled a select few articles you may find of interest around this news.
“Report: For Mobile Shopping, Personalization Outweighs Privacy Concerns,” Retail Customer Experience–According to a recent Accenture Interactive study, nearly half of U.S. and UK consumers surveyed say they are receptive to having trusted brands track their data in order to provide a personalized shopping experience, offer targeted deals and help inform future purchases. Privacy isn’t a concern if user data will ultimately lead to a better shopping experience. This simply goes to show that personalization improves brands’ relationships with customers.
“Black Friday? Yes, Virginia. There Is An App for That,” Forbes–Retailers are pulling out all of the stops this holiday season to attract customers to their stores and their virtual shelves. Big box retailers including Amazon, Target and Walgreens are increasingly using mobile to attract new business. Walgreens, for example, is luring in customers with smartphone-only deals, while Amazon is offering a Price Check app so that consumers shopping at competing brick and mortar stores can quickly find out if they can find better deals on Amazon. Connecting channels like mobile with in-store leads to better shopping experiences and brings retailers one step closer to…what’s that word? Omni-channel!
“What is omni-channel retailing and how can it improve the in-store experience?” Econsultancy—As consumers begin accessing stores through an increasing number of channels—from websites to smartphones—retailers are realizing they have to optimize each channel in order to enhance and personalize the experience. Omni-channel allows retailers to offer consistent personalized experiences across all channels and will be the key to keeping your customers happy and ensuring repeat customer visits. While we’re not quite there yet as an industry, retailers that don’t embrace omni-channel and prepare for this massive shift in customer experience now will be left behind.
“4 Personalization Techniques for Improving Average Order Values and Conversions,” CMSWire–In the first part of this two-part series, I outline four ways retailers can increase conversions through product recommendations. The four tips outlined include: maintaining consistency in recommendation placement, creating a distinct style so that recommendations will stand out, being transparent as to why you’re recommending products or services and making sure your recommendations are relevant. All four of these techniques will lead to a better customer experience and an overall happier customer.
“4 Advanced Personalization Techniques to Improve Customer Web Experience,” CMSWire– In the second part of this two-part series, I outline four advanced personalization tips that etailers can use to engage customers and boost sales. The personalization tactics include: creating a consistent and organized catalog that can be easily understood by machines and merchandisers, implementing relevant filters based on objectives like cross-sells, creating broad content groups to help simplify rules and filtering, and implementing diversity filtering for cross-category and cross-brand recommendations. As December is right around the corner, etailers will (hopefully) be well equipped to handle the holiday rush with these techniques.