Ecommerce has grown from simple B2C to enterprise and B2B rapidly. That is why stats show that ecommerce will cross $4 trillion in 2021. That is maybe because of the number of ever-increasing ecommerce customers reaching 2.14 billion in 2021 that is approximately one-third of the world’s population.
All of these statistics look very promising but what they are not telling you is what these customers really want from an ecommerce platform. Ecommerce has come a long way from just selling products and services to selling experience.
People want a shopping experience that suits their needs. With all millions of people turning to ecommerce for business, it is becoming very important to give what customers are looking for or they will not think twice about switching to an even better experience.
So what is it that they are actually expecting from an ecommerce vendor?
A word that is like salt in ecommerce. You really can’t cook any strategy without it. 59% of customers say that personalization offered by a brand influences their decision about making a purchase from it. From interface design to marketing, you need personalization to succeed. It is not a secret that one size does not fit all. That is the reason why leading ecommerce platforms offer new features to meet the needs of modern customers like Shopify services now include Shopify plus, a platform to meet the needs of enterprise-level firms. Because they know the needs of B2C and B2B organizations are different. So their customers can provide a better ecommerce experience to their customers.
Let’s see what can you achieve with personalization.
Better experience means more conversion
Personalization has a direct connection with the psychology of humans. For example, does “hey you” sounds better or “hi Jason”? The second one right. The reason that people are more attractive when they are called by their name as it gives them a sense of superiority and that is a very big driver in creating trust in the minds of customers. Isn’t trust the holy grail of ecommerce business?
By greeting a customer when he returns to your website by their name will give the customer’s confidence in your brand a boost. The design of your website the front door for your business and branding and if it contains personalized features it will cast a good impression that is most likely to lead to a sale. That is why 75% of customers are more likely to buy from a retailer that recognizes their name and what they are interested in.
It is very difficult or even impossible for someone to design a website that meets the personalized needs of every customer especially when you are working globally. So, the best approach that has been adopted by up-to-date marketers is that they develope the profile of an ideal customer and then lay the plan according to that customer. This approach requires thorough research of the market and categorization of the potential buyers. In this way, you can develop the best strategy that is suitable for all ecommerce shoppers.
You need to know that the customer coming to your website has taken time fro his busy life and your goal should be to use as less of it as possible. That is why it should be kept in mind when asking them to fill a form for you. It is important to have as much data as possible but that must stay in his comfort zone.
Effective email marketing
Email marketing has become a very major component of e-commerce marketing. The reason is that people don’t like to be poked every time they surf online. 63% of customers hate it when brands bombard them with messages without any regard for their choices. They prefer a to-the-point email in their inbox. That is why it is very important to introduce personalization in email marketing with the help of AI and other smart tools available today.
Like I emphasized the fact that it is very important to call a customer by his name, it is even important when you send them a promotional email about your new catalog. Studies show a staggering increase in the open rate of email that starts with the name of the customer. The highest number of sales come from a customer that returns for more sales. The reason for their return is personalized product recommendation. 77% of customers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
Trust and loyalty of the customer
It is often said that a loyal and satisfied customer is the best form of advertisement a company can hope for. The reason is that even though there is a great influence of social media and digital media marketing on the minds of people but they still prefer the recommendation of a friend or family over all of these means of advertisement and publicity. This is the reason customer loyalty is considered a holy grail in ecommerce. The largest number of ecommerce buyers are Millennials and Genz and gaining their trust and loyalty is one of the difficult tasks. Studies show that through personalization you can earn their precious loyalty. 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand. So the key to gaining loyal and trustworthy customers lie with personalization.
Turning visitors into customer and prolonging site time
It takes a lot of effort to get a customer to land on your website and if he does not make a conversion it is very discouraging for an ecommerce vendor who invested a lot of money and time in order to land that customer. So to engage the visitors and increase your site time, personalization is the right strategy.
If a customer is unable to find what he was looking for on your ecommerce website he will leave without a second thought. With personalization backed by strong and thorough market research, you have a very strong possibility to convert a visitor into a customer.
Everyone likes to be treated with special care and attention. So, it should not be a surprise if customers are demanding it. Customer is the boss in the modern business environment and it is the responsibility of every ecommerce vendor to provide what they desire especially personalization.