Hyper-Personalize to Boost Holiday Shopping Sales

Hone your hyper-personalization push before the holiday shopping season to spur sales and enhance customer experience.

With the holiday shopping season fast approaching — some would already say it’s here — retailers are sharpening their hyper-personalization efforts in an attempt to boost sales. 

A Deloitte’s OmniaAI report noted: “In order to excel in today’s marketplace, organizations should adopt a hyper-personalized strategy.” Doing so will help “generate new levels of industry-specific customer insights and action.”

Hyper-personalized marketing helps CMOs maximize revenues, reduce costs and elevate CX, the report added. These are all essential for retailers, but particularly during the fourth quarter, when many retailers do a majority of their annual sales.

Below are five ways retailers are maximizing their hyper-personalization efforts.

1. Focus on Zero-Party Data for Hyper-Personalized Benefits

If you want to give your customers the most personalized experience possible, zero-party data is key — and it’s data most of a brand’s competitors don’t have access to, said Ryan Turner, EcommerceIntelligence.com founder. Zero-party data is a highly effective strategy retailers are currently using as a way to benefit from hyper-personalized communications, which is particularly effective in ecommerce, Turner pointed out.

Table stakes here would be collecting basic information such as the names, email addresses, phone numbers, birthdays and gender of customers and prospects, Turner added. “More advanced brands are taking this concept much further and reaping the rewards.”

For example, using quizzes and surveys to collect in-depth data points on customers and prospects enables brands to make specific product recommendations for each customer, even if their ecommerce catalog contains hundreds of SKUs. 

Related Article: Can You Have Your Privacy-Personalization Cake and Eat It, Too? 

2. Monitor Multiple Parallel Journeys for better Personalization

Your customer may be midpurchase online but also have an open ticket with support that was logged through a social media channel, said Antony Adelaar, inQuba head of product marketing for customer journey management and CX. Having access to all of the information makes total context available so that an informed dialogue can take place, he advised. “Advanced best practices by leading retailers include appreciating and accommodating for multiple omnichannel journeys per customer, taking place in parallel,” said Adelaar.

Conversational commerce allows real time dialogue between business and customers through their preferred chat app, Adelaar added. “This may be a WhatsApp dialogue, for instance, where the business is able to address concerns or even connect the customer with support. Today’s leading retailers are also able to measure and leverage sentiment at all steps of the customer journey through real-time natural language processing.” 

3. Blend Conceptual Data, Context for Real-Time Reactions 

Many online search systems today seek to interpret user intent based on phrasing and context to discern transactional, navigational or informational intent, said Johan Liljeros, Avensia general manager, North America. However, without conceptual data, retail ecommerce sites can fail to return the products desired as well as relevant recommendations and content.

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