According to Statista, global eCommerce retail sales grew to 4.28 trillion US dollars in 2020, and e-retail revenues are estimated to hit 5.4 trillion US dollars in 2022. This is a good development for the eCommerce sector and indicates that customers have quality experiences.
Today, everybody in the business world knows that once customers start having poor experiences with products or services, they churn out such organizations. Shopper experience determines whether a brand survives and is relevant in the global market; two important factors eCommerce stores can leverage for a good shopper experience are content optimization and personalization.
Customers don’t need to visit an eCommerce store; they depend on the information they gather from your website and review sites to make up their minds on what and why they will or will not purchase. Therefore, your website can be said to be invariably their first point of contact with your eCommerce store.
To ensure that you connect with your target audience, you must create relevant and valuable content that they can identify with your eCommerce store. Good content should drive your marketing methods and promote your brand and products or services; it should not create confused website visitors.
That is why you need content optimization to ensure that the content you post on your website is of the highest quality and reaches your largest possible target audience. To optimize your content, you must ensure that you have the relevant keywords, meta, and title tags, and you must not forget to include necessary links.
Content optimization must not be based solely on increasing your visibility on search engines and social media; it should work out by helping to inform your target audience on making better purchasing decisions. The added advantages of content optimization are backlinks and increased traffic to your website, ultimately making search engines recognize your website as an authority in your niche.
Content optimization gives your eCommerce visibility on the web, but is that enough to improve the shopper experience? Do you need to do more?
You have the perfect content; you believe your content is targeted to an audience; are you sending any message to an individual? How does your content improve the shopper experience?
Shoppers want you to see them as individuals and not as numbers. That’s where not just personalization but hyper-personalization comes in.
In a recent expert panel held by CXBuzz on Hyper-Personalization and its Effects on CX, Jason S. Bradshaw, CEO at Bradshaw & Koh, said, “Personalization has been considered the holy grail of marketing for decades, and yet many organizations still struggle with delivering personalization in a meaningful way.”
Personalization entails calling your eCommerce customers by name and knowing their preferences; hyper-personalization goes well above that. Even for eCommerce stores, competition is becoming stiffer, and the shopper experience today requires hyper-personalization.
The volume of data you need to ensure a good shopper experience is mammoth; it has become almost impossible to use human labor to enhance this. A good shopper experience means that you must address your customers’ pain points individually and in real-time; there is no way you can do this without leveraging artificial intelligence-powered analytical systems, machine learning, and predictive analytics; that’s hyper-personalization tends to resolve.
Unlike normal personalization, where you use basic demographics and customers’ preferences, the data you use for hyper-personalization derives from analyzing the customer journey and individual customer profiles. Looking at the size of shoppers an eCommerce store has to attend to, there is no way to ensure this without relying on AI.
What are some benefits eCommerce will derive from hyper-personalization of the shopper experience?
The most important thing an eCommerce needs is relevance in the market; relevance means that your customers reckon with your products and services. The shopper experience is on top gear, and if you think you will achieve this with ordinary knowing your customers by name and sending emails to them, you just started the battle with no clear-cut strategy to win.
Hyper-personalization targets the individual, the content or offers you send must be extremely relevant to their needs. You can’t do this if you don’t have the right data, and it must also be done in real-time; the competition is out there waiting for the opportunity to strike.
If you depend on data you gather from other sources that are not directly from the customer; it may not suffice for a good shopper experience; what another brand targets may not be exactly what you want for relevance.
Hyper-personalization will enable you to get context across channels and experiences. Data from purchase history alone will not be enough; how have your customer interacted with your brand digitally? What are their pain points? What are their sentiments?
If you have segmented them based on trends you have noticed in their data and customer journey, leveraging hyper-personalization ensures you hit the nail on the shed. This is the ultimate way to become relevant.
That shows that customers want to give out data, but you must first show them a bond of trust. A good shopper experience is an avenue for building brand loyalty; if they consider your interactions with them as genuine and trustworthy, they will want to be seen and heard.
They will not be suspicious of your intentions in gathering their data. Instead, it will be very obvious to them that you want to understand them better, to serve them better. Hyper-personalization is about serving your customers better, about enhancing a good shopper experience; you can’t do that without tons of data, AI, machine learning, and predictive analytics.