- eCommerce

Personalization Drives eCommerce

E-Commerce Personalization through Purchase History of Your Online Store

The demand for personalized services on online platforms is increasing with every passing day. In comparison to their B2C counterparts, B2B companies are falling behind in addressing this need of the hour.

Many seasoned B2C online retailers have proven that delivering an amazing customer experience is very much doable. Personalization can break the monotony and capture an audience that your competitors cannot.

As a matter of fact, big data and machine learning have given us new tools to craft a smart way of running an online business.

The smart way we that we are talking about is leveraging upon the power of purchase history.

Personalization Drives eCommerce

Why invest in personalization?

75% of consumers are more likely to buy from a seller that recognizes and addresses them by their name, knows their purchase history and gives relevant recommendations. Failing to personalize may actually take away your chances to attract these 75% consumers.

Effective personalization requires you to find interesting and relevant facts about your clients. The acquired data can help you build a rewarding relationship with customers.

Mark the sweet spot for a home run

Search, purchase and browsing history of your customers can help you create useful statistics for personalized marketing. The trick out here is to track, filter and actively use the data to design a tailored marketing campaign.

Putting Personalization into Action

B2B companies have several advantages over their B2C counterparts as they know who their clients work for, the industry they are in, their position within the organization and their location. With all this data at your disposal, it is possible for you to give your clients a personalized shopping experience.

Businesses are now leveraging upon artificial intelligence (AI), predictive analysis and big data for personalized promotions and to master one-to-one customer engagement. Mass-market strategies, on the other hand, have taken a backseat. The various stages of personalization are:

Tier I – Crawl

An early stage, this involves identifying customers with their accounts, recalling their order history, the time they logged into the website, greeting them by their name and also offering their profile information to the seller.

These are the basics of personalization, to begin with, and there isn’t really any excuse for not providing these to your clients. A guided experience allows users to choose a favorable pathway for browsing through your website.

Tier II – Walk

Moving on to the next level after guided experience comes targeting content & marketing efforts that segment data into various groups based geographical location, order history and industry.

Most brands are now using this level of personalization but this approach isn’t always accurate. Since we rely on best guesses, this kind of personalization can sometimes be difficult to scale.

Tier III – Run

This level of personalization makes use of machine learning algorithms. An analyst that understands personalization down to its roots takes charge of this level and prepares a suitable marketing plan.

This technique has helped businesses analyze individual customer behavior along with the rest of the website traffic in real time. Eventually, these algorithms display highest converting content in reference to every unique customer. You must aim to achieve this level of personalization for your online business in the least.

Tier IV – Sprint

Sitting at the top of the customization pyramid, individualization uses data and information to deliver a unique experience to customers. This website experience is based on their preferences, personal buying habits and behavior within their buying journey.

Remember, you can only reach this point after you have learned to crawl, walk and run through the personalization journey. Use individualization to predict what motivates a customer to buy a product and also allows you to offer them accurate recommendations and relevant deals at the right time.

Make Use of Purchase History to Make Better Decisions

Do you know what the most popular product among your customers is?

Most sellers focus on moving forward by crafting new products and different ways to sell them. In such a case, finding the right product is more of a calculated guess and you can never know how it will eventually perform in the market.

This is where leveraging upon purchase history comes into the picture. Knowing how to use the right data can give you insights on what will and won’t work when it comes to making sales. Making use of your customer’s purchase history can help you make decisive changes in the right direction. Use a robust POS (point-of-sale-system) to look at various data points ranging from the customers to the products and sales for different dates.

Here are a few questions to ask yourself when you are looking through your data:

Do my customers buy any products together?

[If yes, offer them a combo deal that can convince them to buy them together.]

Which items never seem to sell?

[See if you need to discontinue those or offer a deal that your customers can’t refuse.]

Are there any specific times during the month and year when there is a spike in sales?

[Provide viewers with more combo deals, up-selling and cross-selling options to maximize the volume of sales.]

Do specific customers buy specific items?

[Target your emails with offers crafted especially for specific customer types.]

What percentage of repeat buyers do I have?

[Repeat buyers are loyal customers, and you must give them exclusive offers for being the same.]

To how many customers do I need to offer deals, coupons or any other exclusive sales?

[Depends on how you segment and categorize your lists.]

You can use the order history to answer not only these questions but also improve their browsing experience, one customer at a time. Personalizing your customers’ shopping experience by using their previous order history and needs can help you build a lifetime of high customer value and brand loyalty.

Here are a few things to try out

  • Send free samples, exciting offers or small gifts to your customers with their next purchase. Make sure these are similar to what they frequently buy so as to give them surprise and indirectly urge them to make another sale in the future.
  • Segregate a list of ‘exclusive customers’ who have been loyal to your brand and purchase regularly from your website. Offer them exclusive deals, sweepstakes, and early bird offers to make them feel that they value them and thus they get access to something extra.
  • Send your customers an email to ask them if they are running low on the product they previously purchased from your website. Add along a small discount coupon for their next purchase. This makes them feel that they are certainly important to you and because of that they also landed a discount coupon they can use in the future.

Wrapping it all up, it is safe to conclude that now we have the technology that mines big data to provide us with meaningful insights. This can allow businesses to invest in systems with more powerful platforms than ever before.

We can proactively personalize the user experience for all our customers. We can also conclude that individualization is the point where every B2B business seems to be headed. Combine predictive analytics and personalization to keep your viewers engaged by utilizing data along with real-time decision making.

Gone is the era of half-baked personalization attempts as many brands have made considerable successful efforts in the last year. This year, we can look forward to businesses that have achieved maturity with personalization and are progressing massively towards individualization.

Jess is a Marketing Analyst with diverse background and interests. An analyst during the day and writer by nights, she loves to blog on E-commerce, technology and digital marketing. Jess is Sr. Marketing Analyst at FATbit Technologies. Connect with her on LinkedInTwitter and Medium.  

Personalization Drives eCommerce

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