Personalizing the shopping experience is no longer a luxury or an option. From now on, this is a necessity that most companies must submit to if they do not want their customers to leave. In 2018, Accenture Strategy showed in one of its studies that 44% of French consumers switched to a competitor if the degree of personalization was perceived as too low. Goodbye standardization, welcome to the era of hyper-personalization!
Personalization of the shopping experience: what criteria?
There are different ways to offer a good or personalized service to its customer. The first concerns localization. Depending on the region, city, or even the neighborhood where the consumer resides, the shopping experience can change. Added to this are the personal preferences of the buyer. Whether they are directly formulated by the latter or communicated by social networks, they can modify the nature of the object of consumption. As for past interactions, they also play a determining role. In other words, the history of what the consumer has already bought, the frequency of purchase of these products, and the transformation of certain consumption habits. In some cases, this can lead to individualized promotional offers.
In other cases, it is almost the consumer himself who creates his product to make it entirely his own. Engraving your initials on a plush, choosing the colors of your pair of sneakers or the shapes of your bag: all this is no longer science fiction. No brand escapes it, even the leaders. We remember in particular the marketing operations of Coca-Cola and Nutella which offered their customers to have a personalized label with their first name thanks to interactive supports in supermarkets.
A marked distrust of digital technology:
But the hyper-personalization of the shopping experience must also be at the service of more spontaneous consumption. One of the solutions is to set up sensors that detect products to buy back, such as laundry. Internet sites and search engines have also adapted by offering targeted content for each Internet user. The giants like Amazon and Spotify have understood the new expectations. Personalized suggestions, individual lists, and configuration of choices are now at the heart of their model. In December 2018, Netflix created the buzz with “Bandersnatch”, the first episode of the cult series Black Mirror whose plot changes according to the decisions made by the viewer for the actors.
A need for personalization would therefore require greater digitization. Whether it is to retain current customers or prospect for new ones, targeting is everywhere on the net. Impossible to escape it. The era has resulted in the emergence of services like OptinMonster, Groupby Inc. , Evergage, which provide a perfect eCommerce personalizing solution. The underlying CRM strategy is to create more impactful messages, to which readers will be more receptive: a special voucher for a birthday, a newsletter tailored to everyone’s tastes, or even exclusive access to a presale. Targeting has become an essential tool to boost conversion rates. However, more and more French people are worried about the invasion of new technologies in their daily lives. Annoyed by the untimely opening of pop-ups, the permanent flashing of ads between two paragraphs of an article, or even the excessive intrusion of information into their mailbox, consumers no longer hesitate to turn away from certain brands too present to buy from companies that are more respectful of their privacy.
The difficulty for companies is to find the right balance between reassuring hyper-personalization and frightening hyper-digitalization. While customers are increasingly reluctant to entrust their personal data to third parties, the limits of digital tools in the process of hyper-personalization are becoming clear. GroupBy Inc.’s SaaS-based GroupBy software suite provides unique facilities for eCommerce platforms for better conversion of personalization of their shopping experience.
Today, every customer wants to be unique. When successfully meeting the challenge, brands are assured of the emotional engagement of their consumers. Ultimately, the obstacle lies in excessive digitization. Therein lies the whole paradox that still remains to be resolved.