7 aspects of customer behaviour that are shaping the new era of ecommerce (episode 3 of 7)
In this Episode 3, we delve into the growing desire for personalized shopping experiences among consumers. We will examine how personalization, while not a new concept, has become increasingly crucial for enhancing customer satisfaction and conversion rates. We'll also explore the challenges and opportunities businesses face in collecting and utilizing customer data to create tailored experiences, and the importance of leveraging modern technologies to meet these evolving expectations.
Customers are more mature in terms of ecommerce, but they are time poor. A shopping experience suggesting products which are relevant to them personally will be well received and will have a positive impact on the conversion rate.
3.Customers want to be recognised
PERSONALISATION: A CONTINUAL QUEST, BUT A PROFITABLE ONE
Personalisation is not a new subject but it plays an essential role in digital marketing and the online shopping journey and businesses should constantly be looking for ways to improve it. And indeed some did during the pandemic: 27% of French businesses have improved the personalisation of their services by using customer data, according to a YouGov Adobe study. Most of these businesses are in the financial services, IT and telecommunications sectors and there is still room for improvement elsewhere. Online retailers can see a direct benefit from investing in this area: personalisation is one of the main techniques for improving conversion rates.
CUSTOMERS EXPECT MORE PERSONALISATION...
Nearly three quarters of consumers now want a personalised shopping experience. The unlimited supply available on the internet leads to a paradox of abundance: something that is easily accessible eventually becomes less desirable and the customer ends up refusing to buy it. Suggesting a personalised offer reduces the choice, saves the customer time and facilitates the sale. But for that to happen the personalisation criteria must be effective.
...BUT ARE NOT ALWAYS READY TO GIVE TOO MUCH AWAY
Customer behaviour is often contradictory: while in the most part they profess to wanting more personalisation, they are also more suspicious about the use of their data. A 2020 global study from Ipsos showed that 49% of internet users were divulging less data on the internet. Publicity around cyber attacks and the arrival of GDPR have made consumers more sensitive to the risks of the fraudulent use of their data.
NEW TECHNIQUES TO PERSONALISE MORE EASILY
Despite mistrust amongst customers, there are still many ways for ecommerce sites to understand anonymous visitors. This mass of information fuels the relevant personalisation algorithms, which will then work out which products are most likely to please the customer. If your search engine takes into account the real time analysis of customer behaviour, it can instantly suggest personalised results with products that match the customer’s expectations and preferences.
BEST PRACTICES
To meet customers’ expectations in terms of personalisation, it is essential to:
- COLLECT ALL THE DATA which can provide an understanding of the customer’s preferences and expectations (in compliance with regulations).
- TAKE ADVANTAGE OF TECHNOLOGIES THAT AUTOMATE PERSONALIZATION across all customer touchpoints.
- REMEMBER TO USE PERSONALISATION IN THE SEARCH ENGINE, where it can take into account a customer’s navigation path, their previous choices and their overall behaviour. This enables it to present relevant products to the customer, simplifying their choice and improving the conversion rate.
Don't miss the following episodes:
4. Customers have a social conscience
The environment matters to today’s consumer
5. Customers want to talk more
The digital maturity of customers can be seen in their use of voice technologies
6. Customers are social Customers are increasingly influenced by and attracted to social commerce
7. Customers are local and omni-channel
The combination of lockdowns and environmental awareness has influenced consumer shopping trends
Photo credit: ©istock
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