How to use digital identities to personalize purchase experience?
“THOSE WHO RULE DATA WILL RULE THE ENTIRE WORLD”
~ Masayoshi Son
Omni-channel retailing has become a high priority. Combining online and in-store shopping experience is the key to retail success One of the biggest challenges is how to provide a seamless shopping experience. For this, you need a rich identity database.
Table of Contents
1. Identity Collection
Start with data collection.
If you want to ensure relevant offers, you should aggregate the data about each customer. Proper identity collection comes down to relevancy. Being relevant means that you need to understand the customers by operating from a solid identity base. By triggering a pop-up with a relevant and personalised offer as soon as visitors reach your site, you will be asking them to make the decision right away. It converts very well, especially for first-time visitors. Be creative and innovative to capture first-time visitors’ data. Use welcoming onsite campaigns such as:a. Welcoming pop-up with coupon or discount for the first-time order
b. Welcoming pop-up for newsletter subscription with a discount code for new visitors
c. Welcoming pop-up with a hidden offer
d. Limited time offers
Make sure that design and message fit your brand name.
Exit pop-ups also perform well. They trigger when users finish their search and intend to leave your store. They work like a CTA and give your customers direction.
e. Exit pop-up for newsletter subscription with a discount code for returning visitors who previously didn’t subscribe
Facebook profiles or email addresses can be used as universal identifiers, and with the right technology, can be linked to otherwise anonymous visitors each time they visit your online retail. Additionally, identifiers with associated data-such as physical addresses, cell phone numbers, device IDs, customer IDs and loyalty card numbers can help you to complete customers’ profiles. The more data you collect and store in relation to the universal ID, the more each interaction can be tailored to the consumer’s unique interests, preferences and tendencies.-
2. Multiple touchpoints
Map your customers’ journey.
Customers leave their footprints during their purchase journeys. A multitude of their interactions results in massive amounts of data and difficulty to seize and hold them firmly. Any inaccuracy in identifying your customers can lead to a less effective personalisation strategy and low sales conversions.
- Have real-time analytics in place to track and map their behaviour.
- Break collected data into small and better-organised segments.
3. Segmentation
Retail success today depends on data.
With all the data available, you need to understand how to find the right data source, and then to apply specific data sets. By analysing various aspects of your customer base, you will get an idea who your customers are, and what they’re looking for. One of the major benefits of segmenting your customers into specific personas is that you can then provide them with fine-tuned content that will catch their attention.
- Identify your customers, which media channels they use the most often, and how they interact on them.
- Optimize creatives, messages and channels of communication.
- Deliver a fine-tuned advertisement.
- Allocate the budget toward the segment that generates the most revenue.
4. Customer Retention
“The customer’s perception is your reality.” – Kate Zabriskie
By optimizing the price of your product, you will ensure that your customers get the most value for their money, and at the same time generate the maximum amount of revenue. For instance, if you want to increase seasonal sales, leveraging online and offline data sets can help you to build accurate audience segments, identify which devices consumers are using the most to browse products, and how much time they spend on the relevant product pages. Then, you can easily target them with seasonal offers which will increase the time they spend in your store, the amount of money they spend and a chance they come again.
5. Smart technology
Smart technology choice is crucial.
The retail race will win the most forward-thinking retail companies that create a culture of innovation, repair fast a failure, continuous experimentation, and settle for superior performance. According to International Data Corp., on technology in 2018 Amazon.com Inc. spent $13.6 billion, while Walmart Inc. spent $12 billion.
Use technology to:
- Recreate the shopping experience in bricks-and-mortar stores.
- Increase supply chain efficiency.
- Tailor offers and product recommendations in a highly personalised way.
Success in the marketplace nowadays depends on the ability to personalize interactions with the customers. In other words, you should be capable to recognize your consumers each time they interact with your brand, whether they provide any identifying information or not.
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