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customers. In fact, they’re more likely to end up alienating them. 74 per cent of people become frustrated when product content is not relevant to them; personalisation is now an expectation of more than half of consumers.
This is not just key for this holiday season, but the long-term success of generating returning customers. In May, 42 per cent of consumers said they will shop online more frequently even when Covid-19 lockdown restrictions have ended. As these restrictions have extended, it’s likely this sentiment has increased.
A low barrier to entry The question then becomes, how can businesses offer personalisation and where do they start? The mistake that often follows is believing that personalisation is limited to Amazon sized businesses, with access to huge amounts of data, as well as complex AI algorithms. In fact, this couldn’t be further from the truth. The best way to build personalised experiences is through experimentation.
While data can guide businesses, the best way to see if a new feature works is to actually test it on consumers. Of course, businesses can’t be trialling multiple different features, all of which may or may not work, on their customers at the same time. Instead, small scale experiments can provide evidence on if a specific feature helps in retaining customers, or puts them off.
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Perhaps a brand wants to build a personalised chat box into their website, asking the incoming customer questions, and recommending a product accordingly. What they can do is set up a small scale experiment, with 1 out of 500 visitors seeing the chat bot. Based on that low risk implementation, they can see if the outcome was positive or negative: if it increased conversion, helped with basket completion, or actually reduced completed customer journeys. This can then guide a full scale deployment with confidence that the changes will yield the intended customer behaviour.
Through experimentation, brands can hone personalised experiences to their specific audiences. They can see the benefits in customer retention on a small scale, before adopting the change in their main platform.
Customer loyalty is dead. Long live customer loyalty In 2020, consumer habits are being rewritten, and along with them are the preferences and loyalties that they once had. The holiday season will be a mad dash to attract customers, and those that use personalisation will enter 2021 with a stronger foundation to understand their customers and exceed their expectations. At the core of retaining customers is providing them experiences they want; tailored and personalised to their specific needs. Consumers have no time for irrelevant recommendations or generic homepages, and they won’t have time for the brands that provide them either.
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