Tailoring the shopping experience to individual consumers isn’t a new idea. Just think about the feeling you get when you visit a local restaurant and the waitress remembers your name and your usual. It feels good, right?
Personalization is about recreating that personal touch, showing the customer that you understand and care about her. Technology may enable personalization tactics, but true personalization is a strategy and a mindset evident in each customer interaction with your brand.
Easier said than done. Retailers and brands struggle with where to start, what to prioritize and what solutions to leverage. At FitForCommerce, our clients often ask “What can I do to personalize the customer experience?” As you would expect, there’s no “one-size-fits-all” solution.
Delivering personalized shopping experiences at scale–to thousands or hundreds of thousands of prospects and current customers–requires leveraging sophisticated data sets, processes and technologies. That can feel overwhelming. Of course, retailers can deploy new technologies that enable them to do A/B testing, collect data, or personalize email marketing or on-site experiences. But, without an overall strategy, these tactics are far from optimal.
We recently surveyed more than 100 top-level executives, conducted numerous interviews with retailers and technology providers, as well as leveraging our firsthand knowledge for our 2015 annual report, Let’s Get Personal: Omnichannel Personalization in a Hyper-Connected World. The report offers a cohesive strategy for integrating personalization into each step of the shopping journey—from marketing all the way to product delivery.
FitForCommerce is a boutique consultancy that helps ecommerce and omnichannel businesses make smarter investment decisions on strategy, technology, marketing, merchandising, operations, financials, organizational design and more. Our consultants are former retail or brand practitioners that leverage their experience to provide strategic and hands-on guidance on everything needed to build, grow and accelerate your business.