Little by little, the shopping experience is becoming the main reason why a customer decides to purchase a product or service, above factors as important as the price or the product itself.
In this sense, a widely used strategy is to personalize communications to strengthen the relationship between the brand and the buyer and promote their loyalty.
Next, we will expose a series of practices that every online store must implement if it wants to exceed the expectations of what the consumer expects from the shopping experience in 2022.
7 practices on personalization that all ecommerce should implement
1. Identify the main points of contact with the client
Customer contact points or touchpoints are those moments in which a user interacts with the brand during their journey through the commercial cycle.
Knowing how to identify the most relevant ones is crucial, because it is precisely through their personalization that the shopping experience can be improved so that it has a real impact on the customer. Without knowing what the main touchpoints are, it is impossible to design a truly effective strategy.
Some of the most common touchpoints are social networks, customer service inquiries, the review section, notifications related to order tracking, emails or chatbots.
2. Present the website in the language of the visitor
Receiving the user in their own language is a fairly common practice in international companies. In addition to reducing the bounce rate, it also conveys a certain sense of confidence to the user and increases the chances that they will end up at checkout.
To do this, it is necessary to detect the language that the user has selected by default in their browser. In this way, depending on their preferences, you can configure the automatic redirection of users to the web version in their language.
3. Make smart recommendations
Recommendation engines are a sophisticated technology as well as a useful one. They are helped by an intelligent algorithm to offer personalized suggestions to users who browse a website.
Said algorithm looks for matching patterns in the purchase and browsing histories of each user, such as cookies, to send advertisements and promotions oriented to the tastes or needs of the buyer.
A very clear case is geosegmentation.
Thanks to the geographic data collected by the algorithm, an eCommerce can personalize the ads it shows based on the user’s location.
For example, a sporting goods business might dictate that beach balls appear only in coastal areas and ski poles in mountainous regions.
4. Maintain close communication
Customer service is already an essential pillar of the shopping experience. If this department is deficient, the user will detect it and will end up penalizing the store.
And while it is true that many eCommerce have programmed response models or automatic responses through chatbots, it is vital that communication with the customer does not sound robotic, since for many it is synonymous with mediocrity or laziness.
Using a close and assertive tone that involves the buyer with business values is a guarantee of long-term success. In fact, this philosophy should be extrapolated to all the channels involved in the customer experience.
For this it is essential that employees are familiar with the products and know what the buyer profile is.
5. Create virtual changing rooms
Online shopping has certain physical shortcomings that reduce the quality of the experience from the buyer’s point of view. Without a doubt, the most important is not being able to test the product on site.
Fortunately, thanks to augmented reality, a customer can project items from wireless devices, such as smartphones or tablets, and thus get an idea of how they would look in reality.
Thus, all those items that the user stopped buying due to uncertainty, can now be viewed from home. This will clear up any doubts you may have and will improve the conversion rates of the online store.
6. Customize order notifications
Order tracking notifications are all those communications that a customer receives whenever their purchase has undergone a specific change.
These messages can materialize in notifications that say “your order is in process”, “your order has left the warehouse” or “your order is in delivery”.
However, many eCommerce use predesigned templates, something that should be avoided, since the opening of this type of notifications is considerably high and must be properly used.
In fact, the most successful online stores no longer only personalize this type of communication, but also segment it according to the circumstances of each order.
Some segmentation ideas are:
Create notifications for special events, like Black Friday or Christmas. Create notifications based on the item contained in the order. Create notifications based on the shipping area. Create notifications based on the customer’s profile. Create notifications based on possible store promotions.
7. Use your own returns portal
Returns can be a terrible enemy to defeat in the eCommerce industry. However, if well managed, they are also capable of transforming a dissatisfied customer into a recurring buyer. And one of the most important factors when it comes to returns is convenience.
Return portals allow the buyer to manage them by themselves, without the need to contact the online store. In addition, there are tools that help customize these portals so that they can be used as an additional marketing channel.
In this way, eCommerce will be able to add promotions or brand recall elements to impact the user while processing their return. Needless to say, this strategy has tremendous potential for cross-selling actions.
What tools can help optimize the shopping experience
One of the most complete is Outvio. It offers eCommerce a multitude of customization options: order tracking emails, tracking page, returns portal, customer service, satisfaction surveys… Its platform is a very interesting option.
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