The idea of developing an e-commerce website or an app is a passé. Yes, you heard that right. It is in the sense that the idea is not novel anymore. Brands – big and small – have walked the line and either bitten dust or risen to success. Thanks to a good deal of marketing and branding efforts, a few ventures backed by fat investors managed to pull it off well. Others, we deem, were less fortunate. What is remarkable is that some bootstrapped e-commerce ventures could amp up their game and turn themselves into recognized names with sizable revenue and market share. Personalization did the trick for them. And there is nothing new they did. They applied the age-old marketing idea of feeding customers with just what they wanted, along with pretty slick persuasion techniques. With those, you could even sell the likes of Thanos pretty much what you never thought he would fall for.
(Yeah, even that slicked back haircut, the nerdy pair of spectacles and the beer.)
Since smartphones made an appearance in the scene, this got just easier. The only snag: it requires a good deal of analysis to achieve the desired results. But it’s not impossible.
Personalization allows you to get closer to your customers. It’s like breeding a friendly neighborhood relation so close that you begin to understand their tastes and needs. And, trust us, it is the need of the hour. User interaction is necessary. If you know what your customer might like, you sure have the perfect recipe for success! Imagine the kind of control you can have if you knew user interests and behavior. Creepy, eh? But that’s what allows you to present to your customers the right feed so they can make their most desirable choices.
Our bad, those wings are something that everyone would want. No real personalization skills required here. But you got the idea, right?
We will shed light on our 3 personalization strategies for an e-commerce app. These have delivered results every time with diligent practice and implementation.
- Re-Capture Interest with Retargeting Ads – So you have developed a snazzy e-commerce app and have already started promoting your brand on social media platforms and Google. Good! Now, take a step further and make use of intelligent analytics to monitor your customer’s footprints. Most of your existing customers will be logged in to your app already, and this gives you immense control over monitoring what products your customers view. A lot of times they will add products to their cart or maybe just view a few and exit your app. It could be for a lot of reasons – budget issues, lack of color choice, or they could be doing initial research. Consider yourself blessed that you have an opportunity to reach out to them again, this time with a better offering. Break the threshold. Build enough interest. You know already what they are looking for. The next time they log in to your e-commerce app, you can show them attractive display ads of the products they last visited in other colors or with an attractive discount.
- Make Product Recommendations – Users tend to develop brand loyalty. Sometimes it is a matter of prestige, other times is just trust that has developed over time. You can’t break that easily. So, use it to promote sales. You have your customers’ demographics in your database. Employ it to merge your customers’ previous product views with their age, gender and location to recommend products that could be of potential interest to them. Of course, you can add a bit of sugar by throwing in a crazy first-time discount or extra reward points to generate curiosity. A female in her early 30s viewing bibs and diapers could buy feeding bottles. Use the data you have. You can’t afford to ignore a single piece of information. Such fierce is the competition. And even more immense are the opportunities.
- Engage with Push Notifications – We are grateful we live in the world of smartphones. These, together with the internet, have made marketing, promoting and selling only easier for both small and big brands alike. With push notifications, you can go the extra mile and stay in touch with your users 24×7. We mean it. Your app downloads on your users’ smartphone with Push Notifications enabled by default. Most users don’t disable it unless they are flooded with junk notifications. Make use of this feature with caution. When employed the right way, it can develop user engagement and jumpstart sales by even bringing back your dormant customers. Create highly targeted notifications with the most relevant product recommendations – new arrivals based on recent user interest, abandoned product cart notifications, product notify me messages, and what not! Just ensure not to spam them.
Keep in mind that your personalization strategy could have varied goals. Your objective should be to work on developing a roadmap that does exactly the job. Choose an analytics tool that can help you uncover customer behavior and reveal user footprints on your app. Be assured that stays ahead plethora of opportunities to make use of customer data to plunge into the competition and beat it.
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