Personalized customer engagement in eCommerce: examples from giant retail firms

Personalized customer engagement in eCommerce: examples from giant retail firms

Customers are the ones who boost the company’s revenue. Thus they have a direct say in whether the company succeeds or fails. For an eCommerce company, maintaining long-term customer relationships is critical. Relevancy must be the key factor in the highly competitive eCommerce market to implement personalized customer engagement.

Marketers should target the relevant demographic and gain consumer insight to deliver the items they desire to retain that relationship. Most companies prefer to increase the number of engagements, customer involvement, and, of course, sales by implementing a personalization strategy. Understanding your consumer is an essential part of the process of persuading them to make a purchase. As a result, having a quick review of a few eCommerce customization examples that might aid your business is beneficial.

This case study will provide an overview of eCommerce personalization and customer engagement through behavioral analytics, an excellent approach to attracting customers and providing them with a personalized experience. The eCommerce personalization examples in the following sections will demonstrate how personalization benefits organizations.

Justifying personalized customer engagement investment

A companies key goal is to understand the customer and provide them a better experience indeed. Any business must establish this credibility. It means we can increase brand loyalty and give clients confidence that we understand the types of  products and services they require by building trust with existing and new customers.

We also want to generate internet leads and sales in a variety of methods. Rather than spending money to ‘push’ people to the website, investing in the relevant solution will attract more customers.

We believe that by providing something truly valuable, customers would want to share it with their friends, resulting in free additional traffic to the website. In addition, they are implementing personalized customer engagement and social media sites to connect aids in organic search engine rankings for related keywords.

How can you integrate personalized customer engagement into eCommerce?

Personalized customer engagement through product recommendations

By incorporating tailored product recommendations into your shopping page, you will be able to engage your customers better and, as a result, enhance conversions. This is one of the most renowned examples of eCommerce customization.

Homepage recommendations 

Customers are more likely to pay attention to your homepage if it is well-designed. You may implement this functionality on your home page by following basic steps like tracking clicks, mouse movements, and scrolling. It enables you to produce a heatmap showing where visitor’s attention lies.

Inline content

Inline content personalization refers to altering the material displayed in front of clients to provide them with useful information and motivate them while browsing the shopping page. Changing which products features are displayed, downloadable files, or relevant blog posts are among the steps included.

Pop-ups

When visitors are just about to leave the page, utilize pop-ups to keep them engaged. It will attract shoppers’ attention, and they will most likely keep a close eye on the ads before departing. Browse abandonment pop-ups, on-click pop-ups, timed pop-ups, on-scroll pop-ups, and any other type of pop-up can all be customized.

Information bars

Information bars are another efficient method for maximizing the value of each customer on-site. It’s simple to implement, from offering different shipping prices based on geography to providing higher-priced products to returning customers who have spent more than 25% of their AOV in past orders.

Web Push Notifications

Some clients may not be willing to reveal their personal information when filling out their email addresses, and this is a short yet effective technique to get their attention. As a result, these push notifications are call-to-action and aid in increasing engagement and retention.

Behavioural Intelligence – an effective way to target customers

The process of selling things to clients based on their requirements and interests is known as retail. Manufacturers worldwide create a wide range of products, and the retail industry’s job is to match them with the right customer. In other terms, retailing is the sale of a product between a seller and a buyer.

Behavioral intelligence is all about offering critical insight into people’s actions, particularly when it comes to online purchases. In e-commerce, gaming, social networking, and other applications, behavioral analytics is used to find optimization opportunities to achieve specified commercial results.

Customer behavior analytics is the most crucial foundation for customer segmentation. It consists of three forms of analysis, each of them provides additional information about clients.

appICE offers a comprehensive set of customer behavior solutions that includes all areas of browsing, purchasing, and emailing. The system then develops multiple categories based on the above-mentioned consumer habits, making the task of knowing clients that much easier and efficient. Combining all behavioral inputs might result in an infinite number of different combinations of Customer Segments and Product Clusters, as represented by important KPIs.

eCommerce personalized customer engagement: Some successful case study

These are three companies that have used personalization successfully and seen significant results. Take a look at these four eCommerce personalization examples from these eCommerce giants.

Amazon

Early in 2015, Amazon was recognized as a platform that provided customers with the most tailored experiences. Amazon has certainly nailed customization, as evidenced by the social proofs.

Later in 2016, 53% of customers thought Amazon had the best overall site experience. Amazon’s site experience was cited by 33% of respondents as the primary reason they preferred Amazon over other retailers. Moreover, half of the respondents rated Amazon’s site research and product filtering as superior. After a bad site-research experience, 41% of people went to Amazon instead of the retailer’s website. Finally, 50% of people have abandoned a retailer’s website because they couldn’t find a product they knew they had.

One of the unique features they’ve included in the “My-Mix” feature allows clients to create their personalized shopping feed. This feature will enable users to save what they want or are thinking about buying, allowing various customers to prioritize purchases.

Starbucks

This coffee giant emphasized personalization beyond emails and mobile devices to target clients based on their preferences and interests. Customers will receive special discounts through emails and Starbucks apps, for example. Starbucks looks at customer’s interests based on their purchase history, preferences, and account information. Furthermore, it just added the ability to redeem within the ordering process, which has generated a lot of enthusiasm among customers. As a result, the Starbucks Rewards program will account for roughly half of Starbucks’ earnings in 2020.

 Walmart

According to reports, Walmart was the last company to offer a personalized online shopping experience in 2018. The site was revamped with a more modern design, a new color palette, icons, typefaces, and other visual modifications.

They have provided a more personalized purchasing experience for their clients on the new website. Based on the categories a consumer has purchased or browsed, it proposes best-selling, new, or seasonal products. Walmart also employs geo-targeting to show customers things that are popular in their area. Furthermore, their consumers can discover what services or special offers are available in their particular location.

If a new parent just bought a crib or stroller on Walmart.com, the site may also suggest diapers and car seats. And it’s rather effective. In the fiscal year that concluded on January 31, online sales climbed by 30% to nearly $10 billion. Walmart’s eCommerce business has grown significantly.

Takeaway

If you want to provide the ideal shopping experience, you must first know your customers to give them what they desire. Use the correct personalization strategy to attract new customers and keep them coming back to your site.

 

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