Retail Week — "Bringing a personal touch to ecommerce"
Does your website sell from the moment customers land there? Personalising the offer has been considered one of the best ways to drive web sales since Amazon’s ‘recommendations’ techniques grabbed our attention in the late 1990s.
Personal recommendations – ‘Customers who purchased X also purchased Y’ – was the starting point in this new marketing discipline, and lists of ‘current top sellers’ also began helping consumers sift through the overwhelming volume of product options at their fingertips. But much more can now be done by using customer data, items viewed, demographic data, personal interests and favourite brands, authors and artists to personalise the offer. Etailers are progressing beyond using other customers’ shopping habits, to using an individual’s online behaviour to shape what’s presented to them.