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E-commerce Personalization
Francisco CarreroCEO, BrainSINS
@FkieCarrero
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After lead generation, the fight is for retention
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Personalization has been a traditional strategy
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In the online world, it is about identifyingbehavior patterns...
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...to make each and every customer feel unique
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Personalization shows clear benefits
35% Repeat Customers Increase
65% New Users
10% AOV Increase
62% Users find it useful
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Most stores agree, but only a few apply it
94% Accept as critical
72% Don’t know how
56% Don’t apply
4% Are doing it great
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Barriers are important
47% IT Department
44% Lack of resources
32% No Real Time Techonolgy
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But barriers can be breachedmartes, 4 de marzo de
5 Steps towards Personalization
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1. Recognition
Name
Preferences
Colors
Sorting criteria
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2.Behavioral Targeting
Geolocation
Web Activity
Inbound Channels
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3. Email personalization
Newsletter Personalization
Email retargeting
Cart Abandonment Recovery
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4. Product Recommendations
Up-selling
Cross-selling
Related Items
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5. Multichannel Personalization
Offline and Online
Mobile and Tablets
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Don’t forget that human interaction is sometimes needed
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Combine Personalization with other Loyalty Programs
Points
Incentives
Gamification
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...attend personally to their needs
And when you make a mistake...
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