Personalization is all about providing unique services and content to customers based on the data a company has about their customers. Providing personalized customer experience has become a top priority for most of the business because personalization has a great impact on brand advocacy and brand loyalty. Traditionally, marketers personalize the content and services based on a sample survey, that explains the behaviour of a large group with the data collected from a small group.
Reaching the right user at the right time
Personalization is not just about addressing the customer by their name or suggesting products that others have bought, it is about going deeper into identifying the preference of each and every individual customer and tailoring the products and services to meet their preference. It is a great challenge for e-commerce companies to reach the right user at the right time with the most appropriate message that will motivate them to complete a goal. The best possible way to overcome this challenge is data driven personalization.
Effect of data driven personalization
Customer data has become the key to personalization, the more relevant data you have about your customer, the better you can implement highly effective personalization strategies for your e-commerce store. To get complete and relevant data you will have to track each and every interaction a customer has with the site.
Some of the major changes that data driven personalization can bring on e-commerce stores are
Target abandoned carts
Data driven personalization can help to strategically target cart abandonment with special promotional offer tailored for specific customers based on their interest and purchase behaviour.
Get valuable insight
Each and every action a visitor does in an e-commerce site are of at most importance to create comprehensive customer profile. By collecting each and every data about the browsing behaviour of visitor we will be able to create personalized campaigns based on the insight and make them a customer.
Turn data to strategies
Most companies will have enormous amount of data about the customers but most of these data are not used efficiently. Data driven personalization help to utilize these precious data to create personalization strategies that can in-turn create greater impact on customer experience.
Data Management Platform (DMP) can help you to get accurate insight on the interest and behaviour of each and every individual who visit the e-commerce site.
Integrating Data Management platforms with a robust Content Management System like Drupal will help to seamlessly target the right user based on the insights from the DMP and provide unique contents such as displaying coupons or offers specific to user interests through the CMS. Get in touch with us, to know more.