Personalisation pays. Boston Consulting Group found brands creating personalised experiences are seeing revenue increase two-to-three times faster than those that don’t. Gartner predicts a 15% profit boost by 2020 for brands that successfully personalise e-Commerce. And a Google exec speaking at Shop.org predicted that over the next few years, $800 billion in sales will shift toward e-retailers that use site personalisation — and away from those that don’t.
Measures of customer attitudes toward personalisation make it clear that preference for a more bespoke relationship with retailers and products will only increase.
The personalisation trend can be seen across the retail spectrum, from monogramming at the Polo Ralph Lauren on Regent Street to fast fashion retailer Missguided’s personalised app experiences, credited with increasing conversion rates by 34%. Retailers effectively leveraging these capabilities are increasingly delivering personalisation in real time, developing automated capabilities to collect and instantly act on data to deliver personalised experiences.
To achieve those results, retailers must identify the personalisation strategies that work best for their brand, assortments and customers, and keep several important lessons in mind.
Personalisation takes many forms. What retailers typically call personalisation involves tailoring sales and marketing communications and shopping experiences to a shopper’s individual tastes and preferences. Customisation often speaks to the ability for a customer to specify or configure the characteristics or design of a product, like a monogram or a bespoke athletic shoe design. Curation often refers to presenting an assortment of products selected to suit the tastes of a specific consumer.
Successfully implementing these experiences often requires an investment in an array of data collection, customer identification/stitching, CRM, analytics and sales and marketing applications or services. It also means heeding these lessons:
Personalisation strategies must be tailored to the individual needs of each retail brand. Click To Tweet
Personalisation is hot, with a growing list of success stories feeding retail enthusiasm for gathering and leveraging data on individual shoppers. But just as with the shopper, personalisation strategies must be tailored to the individual needs of each retail brand. With a well-conceived approach, retailers can deliver dynamic, real-time personalisation at scale to drive higher conversion rates and a healthy bottom line.
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