Partner Article

Getting personalisation right!

In recent years, the subject of ‘personalisation’ has become an important topic of debate in the online retail world. According to Gartner analyst Gene Alvarez, “By 2018, Gartner predicts, B2B companies with effective personalisation on their e-commerce sites will outsell by 30% competitors without the same level of personalisation.”

So how important is personalisation? While everyone wants to feel like they are being treated as an individual, not all online personalisation tactics are considered an effective customer engagement tool. For example, more is not necessarily better. The key point is technology is the facilitator of providing a bespoke customer experience.

Here are five benefits from leveraging superior personalisation technology that should be part of any businesses content strategy:

1. Improved sales process: Personalisation helps businesses deliver well-qualified leads to the sales team and shortens the sales cycle
2. Improved search engine rankings: Regularly adding new and interesting content to the company website helps improve the SEO rating
3. Simplify the experience: Targeted sales, noting preferences and making the purchase process easier, improves customer experience
4. Repeat customers: Good and targeted content can strengthen the company’s brand which means that customers will most likely become that ever so valued commodity…the repeat customer
5. Brand ambassadors: Happy customers are great references. They will talk about their experiences good or bad. So make it a good experience they will share their opinions with other people

Overloading customers with information purely based on their past online interactions is not the way to go, as it can ultimately lead to shopping cart abandonment. The key is to deliver tailored content in a way that doesn’t overwhelm customers, but provides a valued experience and ultimately secures their loyalty to the brand.

This was posted in Bdaily's Members' News section by Oliver Jaeger .