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Enhancing the Customer Experience with Personalisation
- Kyle Panganiban
Ecommerce personalization transforms the online shopping experience by tailoring interactions to individual preferences, enhancing the customer journey from start to finish. An effective personalization strategy is pivotal for brands and as online retailers vie for attention, targeted messaging and offers are crucial for capturing consumer interest and driving sales.
Consider this: 71% of consumers now expect companies to deliver personalized communications and products. In order to meet the demand of consumers, a personalized customer experience is no longer a nice-to-have, it’s a must.
Personalization tactics can be seamlessly implemented throughout the entire shopping journey, including key customer touchpoints such as:
- Cart drawer
- Product pages
- Checkout
- Post-purchase
A comprehensive approach of personalizing the customer experience with relevant product offers and messaging elevates the shopping experience while driving growth and retention.
Cart Drawer
Implementing product recommendations and incentives in the cart can be an effective way to encourage shoppers to spend more and take advantage of offers (i.e. “subscribe & save” discounts) that improve retention.
The inevitability of customer interactions with the cart drawer makes it a powerful tool that can be used to improve your store’s key metrics. A robust personalization platform, like Rebuy, should offer flexibility to implement a number of different solutions depending on your business goals.
Every Man Jack, the leading men’s grooming brand, implemented an entire suite of personalized offers in the Smart Cart™ to realize a remarkable 10% increase in AOV.
- In-cart cross-sells
- Free GWP offer
- Free shipping offer
- Subscriptions-to-subscription offers
The brand used these features in conjunction with custom and AI rulesets to return offers based on product rules, spending thresholds, and discount percentages. Implementing in-cart offers and incentives can enhance key metrics like AOV, LTV, and revenue while transforming the cart into a personalized solution that drives growth.
Product Pages
Product pages are another key touchpoint in the customer journey where brands can surface personalization widgets to drive additional revenue. When deployed successfully, PDP solutions can return hyper-relevant products that encourage shoppers to discover new products and add more items to the cart.
Similar to how rulesets can be used in cart drawer offers, product page widgets should leverage a robust rules engine that allows you to recommend products based on:
- Specific collections
- The store’s most popular items
- Items that pair well with the main product
To further personalize the PDP experience, consider creating dynamic titles for each widget that update based on shoppers’ geolocations, the time of year, and more.
Men’s jewelry brand, Manssion, implemented several widgets on their product pages to help increase AOV by 18%. One of their highest performing solutions is a product recommendation widget named “The Perfect Pair” which is placed directly under the ATC button and suggests complementary products.
Effective use of personalization widgets on product pages can be a reliable revenue-driver for your business and good news, there’s a number of different PDP solutions for you to choose from such as pop-ups, bundles, and cross-sell carousels.
Checkout
The checkout flow is arguably the most important step in the customer buying process. In addition to playing a key role in ensuring order conversions, checkout pages offer the opportunity to transform shoppers into brand-loyal customers with personalization features such as tailored cross-sells and product reviews.
With the help of Checkout Extensions, Caramels.com implemented the following personalization widgets into their checkout flow:
- In-checkout product recommendations
- Custom image & text blocks
Using an AI endpoint, the sweets brand surfaced the store’s top sellers to surface product recommendations that are proven to drive revenue. Strategically placed right before the “Secure Payment” button, Caramels.com encouraged last-minute conversions for an extra AOV boost.
The brand’s utilization of custom image & text blocks enabled them to display customer reviews of their products to instill trust as shoppers complete their purchase. The creation process of these testimonials was quick and easy with the ability to customize images and text with simple drag-and-drop blocks in the checkout editor.
Consider optimizing your checkout flow with personalization features such as product recommendations and image & text blocks to increase revenue and brand-loyalty before customers finalize their purchases.
Post-Purchase
The post-purchase experience is just as crucial in driving revenue with customers as the pre-purchase, on-site shopping journey is—it can also make or break other metrics such as retention and LTV.
Health and wellness brand, Feals, recognized the need to capitalize on the peak of purchase intent and to do so, they implemented a Post-Purchase Offer that surfaced their popular “The Gummies” product at a steep 40% discount.
Shortly after launching the new post-purchase widget, a new cohort of customers took notice and the offers started flying off the digital shelves. Feals achieved a post-purchase offer conversion rate of 21% and boosted their post-purchase RPV by 300% in six months.
Post-purchase product recommendations can be a powerful way to remind customers how great your products really are and small additions of personalized messaging and discounts can really help create an enticing offer that shoppers just can’t refuse.
Personalizing the Customer Experience
Personalizing the end-to-end customer experience is imperative in today’s competitive market.
By tailoring interactions at every touchpoint—from the cart drawer and product pages to checkout and post-purchase—brands can enhance the shopping experience, drive sales, and build lasting customer loyalty.
As consumer expectations for personalized communications and products continue to rise, implementing a comprehensive personalization strategy is no longer optional; it’s essential for success.
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