Customer engagement firm, Nosto, claims customers what stores to know more about them, in order for them to offer a personalised service online.
During a session on enhancing the online shopping journey at a conference in London, head of customer success for the UK and IE at Nosto revealed that 80% of consumers want companies to pursue them and get to know them more.
Moreover, she claimed 70% of consumers say personalisation on a website drives them to buy, with the conclusion being that a personalised service has gone from optional to vital.
What does this mean in practice? It means tailoring what the shopper sees to what they are likely to want. For instance, if they always search for rose gold, make sure rose gold jewels are the first thing they see on your home page. Or, if they are constantly buying a particular brand, ask if they would like to receive targeted emails so they are the first to know about new products, exclusive offers, and in-store events they can attend. Research by Nosto shows 81% of online shoppers who receive emails based on previous shopping habits are likely to buy a product as a result of that targeted email.
It’s all part of replicating the in-store experience online. A company gets to know the customer, and shows them products and promotions accordingly.
Head of ecommerce at jewellery brand Tateossian, Sumeet Ambre, shared at the conference: “We have to try hard online to push products based on their likes and needs because we can’t give them a glass of champagne like we do in store.”
Over the last few years, Tateossian has seen a 10% uplift of online revenue thanks to recommending products to consumers on its website. The jewellery brand has also found pop ups invauluable.
“Pop ups are back,” claimed Ambre. “We use pop ups to capture data and grow our email database. Pop ups encourage engagement.”
Out of the jewellery sector, Lois May-Miller, the marketing manager of independent bicycle retailer, Morvelo, has found sending ‘abandoned cart’ emails (whereby you send an email to a customer reminding them they have left items in their online shopping basket) incredibly impactive.
“We’ve been framing them as a customer service tool, rather than a sales tool, and we have seen a 60% open rate and 19.2% conversion rate,” shared May-Miller at the conference.
Over on social media, retailers are finding personal ads most effective.
According to Nosto, 5% of ecommerce referrals and online retail spend comes from social media.
Consumers trust social media, they use certain channels all the time, but in order to stand out between the GIFS, memes, status updates and photos, adverts on these platforms need to speak to the consumer first, and be informative about the brand second.
With this in mind, retailers speaking at Millennial 20/20 revealed that it’s becoming increasingly important for brands to be less about products, and more about a lifestyle that consumers can buy into and join.