It can be hard to get the attention of customers nowadays. With a lot of competing brands out there, setting yourself apart from the crowd can be difficult. However, there’s one way you can be heard through the noise.
It borrows from the shopping experience in real life. When customers walk into stores, they like to be treated as people, not just walking wallets. Store personnel take note of their needs and help them find the product that they are looking for with ease. This is the personal touch and if you want your website to be noticed, then this is the same thing you need to do on a digital level.
The importance of personalization
Why is personalization so important? Well, for one, it helps make the customer feel better. A positive customer experience means that they will be more inclined to buy from you. This is pretty fragile since there are many ways a customer can be offended or made uncomfortable. However, personalization can balance all of these flaws out.
Another reason for the importance of personalization is that it saves both customers and sellers their time. Instead of customers browsing through your large catalog on a search for what they want, personalization can display the products that they tend to buy or have shown interest in. A faster shopping experience means that there is less load on the servers.
Personalization means higher profits in the long run. For example, targeted leads, where advertising is sent to customers who meet a particular demographic, can raise the amount of potential buyers by six times. Plus, this is all done in friendly manner that won’t make the customer angry.
How do you do it?
The big question for many site owners is how exactly you can do your personalization. Let’s back up and talk about what is behind personalization: getting the customer’s data. You won’t be able to do anything regarding personalization unless you know something about your customers.
One of the most popular ways to get data is by asking visitors to make accounts. It has now become a familiar sight at online stores to require people to sign up for the service. This gives merchants important demographic information about their customers.
For example, knowing that a majority of people signing up for accounts are mostly in their 20s and 30s, you will tailor your approach to their age. This can include designing a marketing campaign appealing to people of that age. It should also give you information on any untapped markets that you may want to develop in the future.
However, basic account data should not be where you should stop. Getting customer data requires that you ask questions. Ask them about how they felt the service treated them and how it could be improved.
Another personalization step is to not limit the campaign to your site. Have regular e-mail blasts, telling past customers that you have stock of what they once bought. For example, if a customer once bought a fishing rod, then you may send them an e-mail talking about you upcoming sale of fishing supplies.
Finally, gathering this data and responding to it needs to be fast. Customers can be very fickle and your goal is to get them your message right at the time that they need a product or service. The best way to do so is to use a mobile platform. Smart phones and tablets are taken along everywhere. Having an app for your store makes it easy for you to connect to customers on the prowl.
Delivering a custom experience
The key to sales is making the customer happy. Right now, you can make them happy by recognizing that each of them is unique. Meeting their specific needs can go a long way to ensuring a loyal customer now and in the future.