Personalisation is an essential eCommerce technique for connecting with consumers. No matter what industry you work in, understanding buyer behaviour is crucial to creating personal messages and specific product offerings.
But with the rapid evolution of technology, consumers have found new ways to shop, unlocking new opportunities for analysing how they interact with your products. With this insight comes the potential to tap into the power of hyper-personalisation and create tailored shopping experiences that resonate with every customer!
Personalisation vs Hyper-Personalisation
Hyper-personalisation takes traditional eCommerce personalisation to the next level. It uses real time customer and behavioural data to provide contextualised product content for each consumer.
An example of eCommerce personalisation would be to create a discounted product offering for a customer on their birthday and send it via email with their name in the subject line.
A hyper-personalised marketing campaign would take a deeper approach by taking into account the entire browsing history of a consumer to see what kind of products they were interested in, what channels they were shopping through and what they liked about a certain item.
A woman who needed a specific dress for her friend’s wedding would be matched with product content that matched her demographic, language, colour preferences, buying history, physical location and preferred shopping channel. She’d be able to browse digital assets that corresponded to the dress that she was looking for, creating an experience that’s unique to her.
Embracing the Benefits of Hyper-Personalisation
The time has never been better to embrace the benefits of hyper-personalisation. Today’s consumers have so many choices of what to buy that it’s easy to feel overwhelmed when there’s a wide variety of products on offer. Hyper-personalisation streamlines the buying journey by removing obstacles such as irrelevant products. Guide them towards the items that provide the most value and build customer loyalty.
And with the average customer attention span being 8 seconds, it’s important to provide relevant information as soon as a buyer views your product. Great eCommerce personalisation addresses pain points immediately and ensures consumers save time on product research.
When brands tap into hyper-personalisation they are able to:
- Increase marketing ROI by up to 20%.
- Supercharge conversion rates by 65%.
- Improve Average Order Value (AOV) by up to 54%.
Putting Hyper-Personalisation into Action
Understand Your Customers
The first step to successful hyper-personalisation is gaining insight into the habits of your consumers with accurate data. Looking beyond basic information like name and age means you can develop a complete picture of the consumer you’re building a relationship with.
Valuable information to analyse includes:
- Type of buying channel e.g. a mobile app
- Product search history e.g. browsing multiple shoes from the same brand
- Time of day – e.g. a consumer browsing products at 10AM
- Items that appear in a shopping cart e.g. an electric shaver and charger
Adopt New Technology
Hyper-personalisation is a huge task that involves gathering a lot of customer and product data. But with new technology like Artificial Intelligence (AI) and marketing automation, there’s an opportunity to streamline how all that information is processed.
With AI, you can analyse real time data and use it to inform hyper-personalised product content. For example, you could gather information on what items a consumer was browsing and then set up specific recommendations.
Or you could set up a digital kiosk outside a physical store and provide educational product videos on what customers were interested in.
Optimise Your eCommerce Store
Customising your online store to align with the buying habits of your customers is a great way to drive more conversions, increase AOV and forge a lasting connection.
This could involve adjusting the content that visitors see on the homepage e.g. banners to show products that returning people found engaging the first time they browsed the store. Or you could focus on optimising the search bar to improve user experience. Personalising the search bar means you can show people the products that resonate with them.
Personalising Your Product Data
The key to developing a successful hyper-personalisation strategy is good product data.
Creating personalised experiences means understanding the requirements of individual people. It means understanding every aspect of who they are as a buyer and segmenting all of that information for personalised product content.
So, when you’re creating multiple personalised experiences, it has a multiplier effect on your product data. The volume is sure to increase and it needs to be managed effectively.
How Does PIM Help?
Streamline How Your Product Data Is Processed
A Product Information Management (PIM) system manages and enriches all product data, making it much easier to process the information you’d like to personalise. Whether the data is coming from an ERP system or supplier feed, PIM stores it all in one location.
This allows you to save time and energy on gathering product data from disparate systems. Focus on generating tailored product experiences for each consumer and accessing the information when it’s needed.
If you were developing a hyper-personalised campaign you could showcase specific digital assets or create unique product descriptions that were in a buyer’s native language.
Make Personal Recommendations
Personalised product recommendations provide customers with a better experience and creates added value with items that solve their problems.
With PIM, you can make relevant recommendations as part of a cross-selling and up-selling strategy. Creating personalised product bundles means you can help individual customers find relevant items and provide a contextualised shopping experience with products that match their preferences.
Be Consistent with Personalisation Across Every Channel
Consistency is an important part of hyper-personalisation because customers appreciate having an omnichannel shopping experience that meets their personal needs across every touchpoint.
PIM ensures consistency with accurate and relevant product data for all channels. Whether a consumer prefers to shop through mobile or an eCommerce store, you’ll be able to determine the type of product content that is most relevant and offer it at the right time.
Make Your Product Data Resonate with Individuals
With hyper-personalisation improving the customer experience, it’s imperative that you put the onus on your product information.
Personalised product data gives consumers a contextualised shopping experience and leads to increased revenue and long term customer loyalty. PIM helps to process the high volume of product information that’s necessary for creating personalised experiences that truly resonate on an individual level.