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Know Thy Customer: Shopping Personalization is Key to Customer Satisfaction

September 19, 2018

According to a recent article from Retail Dive, 87% of shoppers begin their experience online. Whether they check through apps on their phones or web browsers on their laptops, it is evident that many shoppers are relying on the e-commerce experience rather than traditional brick and mortar stores to start their shopping journey.

"87% of shoppers begin
their experience online."


Many opportunities have opened since this increase of e-commerce retail. There are now endless possibilities for retailers to provide a truly individualized shopping experience through increased personalization. Shopping personalization is brought to life with improved technology platforms and proper use of customer data.

Why is shopping personalization important?

photo-1491819700466-25a35ac8071d.jpegToday, it seems as though almost anything can be customized to the individual’s unique preferences. Starting with your morning coffee, how you want your schedule to look, and even how you want your favorite retailers to offer you product recommendations. Retailers who properly collect and analyze consumer data are able to provide their customers with more individualized, true one-to-one experiences. These individualized experiences often lead to stronger conversion and customer satisfaction rates, as recommendations are based on data, rather than generalized e-mail blasts and promotions. In fact, according to Forrester research, 62% of U.S. online adults have chosen, recommended, or paid more for a brand that provides a personalized service or experience.

For more information on why your brand should focus on personalization, download our Whitepaper, ‘The Future of Personalization’ here!

How your brand can personalize the shopping experience

Shopping personalization is successful when retailers work together with their customers to figure out the individual’s wants and needs. Proper customer data collection and analysis is crucial in changing the overall experience for the better. An article in Forbes effectively sums up the common barrier which keeps retailers from successfully employing an individualized shopping experience. The article notes “Retailers have a lot of data, but just because they do doesn’t mean that it’s all useful.” Collecting data that is useful to both the retailer and customer’s experience is the key to successful shopping personalization.

There are a few different aspects of customer data collection that are useful in providing customers with accurate product recommendations. There are different ways retailers can become more in tune with their customers preferences.  Some of the key components are figuring out your customers dislikes, as well as important characteristics which may lead to a successful transaction. Once you figure out the customer’s dislikes, you can ensure all of the recommendations and product promotions they receive are more likely to for pieces they will potentially purchase. There are many characteristics that may ultimately lead up to a successful transaction, so it is important to sort through the smaller preferences of zipper placement, fabric choice and additional design elements.

Click here to learn more about how you can leverage your data to provide a more personalized shopping experience.