How to use digital identities to personalize purchase experience?
“THOSE WHO RULE DATA WILL RULE THE ENTIRE WORLD”~ Masayoshi Son
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.
Retail success today depends on data.
- 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
5. Smart technology
Smart technology choice is crucial.
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.