Personalized marketing, as we know from our experiences as brand-lovers and as marketers, is the make or break of any e-commerce marketing strategy in a competitive environment
Personalized marketing is all about offering improved user experience (UX) by serving relevant content, or targeting key messages in the funnel, based on your customer’s e-commerce activities and behaviour. Personalized marketing unlocks tactics for retailers to form personal relationships with their customers during their online experience (CX), to nurture leads and drive more sales from digital marketing.
According to SmarterHQ, 72% of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. And with competition at an all-time high, value added by personalized marketing is exactly the tactic your retail/e-commerce marketing strategy needs.
Despite this, customer security and privacy concerns are at their peak. A McKinsey 2020 consumer-data report…
Website personalization, product, offer and content recommendation services to help retailers and other businesses personalize their proposition to nurture prospects and increase your conversions
The website personalization tools we recommend in this article enable you to segment visitors and then deliver personalized messages of the 'next best product' or 'next best content' within containers on your website as with the classic Amazon personalized recommendations (read their published methodology from this fascinating whitepaper from back in 2003).
I originally wrote this post in 2010 when there were fewer personalization options. I have updated it annually since with recommendations provided via social media - do get in touch if you have a suggestion.
This is the latest update where we compare the full range of options from free personalization tools to low-cost and enterprise services across these five categories:
1. Analytics tools based personalization
2. Retail personalization
3. Content or…
A three-step approach for your retail strategy: stand out and win more retail sales in 2021
It’s no secret that this year has caused chaos for retailers globally. To survive you need a robust retail strategy that focuses on long-term and short-term profit for your business.
According to the Centre for Retail Research forecast in July 2021, total retail sales in 2020 will fall overall by -4.6% compared to 2019 (or a reduction of £17,281m). The level of retail sales will not regain last year’s level (2019) until 2022.
With reduced consumer spending, competition for retail marketers converting customers is tougher than ever. Marketers need the right tools, and skills, to optimize a winning digital marketing strategy and cut through the noise to convert even more customers online.
Of course, the rise of online is another major factor that has influenced the way consumers…
Create a co-ordinated 'always-on' digital marketing strategy for the whole customer lifecycle to boost conversions and retention
It's no secret that engaging your customers is crucial to achieving continued sales, and it's also well known that it is usually far easier and costs less to get repeat business from existing customers than it is to acquire new ones from scratch. Customer relationship management (CRM) is well established as a process to try to achieve this, but this customer lifecycle 'relationship' begins with the first contact with the customer (when they are still a contact or prospect).
We believe that the best way for a company or brand to build relationships is through a planned always-on marketing approach of integrated communications across multiple digital channels.
To enable this, we're fortunate today to have many martech options for Marketing Automation, so we can create a co-ordinated contact strategy to engage…
Ecommerce 2020: The latest data and forecasts for all things online retail growth
It's interesting to look back at the growth of online sales and think forward to the future of this industry. As demonstrated by these charts from Statistica, the overall percentage of Ecommerce retail sales have certainly grown in the last few months, accounting for 16% of sales in the US in Q2 2020.
Equally, we have watched the overall percentage of Ecommerce retail sales in the UK raising to nearly a third of all retail in the UK in May 2020 - it has since decreased slightly, but it will be interesting to follow this trend over this year, the holiday season, and into next year.
Any retail brand with a digital presence should use this three-step ASIN targeting process to develop an Amazon advertising strategy
In the same way that the library uses the Dewey Decimal System to keep everything orderly and organized, Amazon has its own system: the Amazon Standard Identification Number (ASIN).
And with Black Friday and Cyber Monday just around the corner, which half of Amazon sellers classify as 'crucial to their bottom lines', now's the time to make sure you're exploiting every targeting feature out there.
Product detail pages (or ASIN pages) are prime real estate for advertisers. Placing an ad directly on the product page of your competitor is a great way to steal market share and increase your sales.
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Our compilation comparing average conversion rates for retail sites and other industry sectors
As you will know, conversion rates are often used as a KPI to review the effectiveness of e-commerce sites. Naturally, all site managers and owners want to know, "how do our conversion rates compare?"
In this post, I have compiled different free industry sources focusing on retail e-commerce conversion. At the end of this article, we also feature an analysis of landing page lead generation conversion rates by industry sector towards the end of the post. We keep this compilation updated as new conversion data is published.
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How is e-commerce conversion rate measured?
When benchmarking conversion, it's important to consider the denominator. Are you dividing the number…
Personalization offers great opportunities for retailers to improve relevance across the customer lifecycle
Successful e-commerce marketing today requires consideration of the full customer path-to-purchase shown below across the Smart Insights RACE lifecycle planning framework.
The infographic shows the vast number of omnichannel touchpoints across paid, owned, and earned media, both online and offline. Ultimately, a successful e-commerce experience for both site visitor and online businesses depends on relevance. If you connect a visitor with the most relevant products and offers, they will see the value and are more likely to convert.
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What is personalization?
More choice means it not only becomes harder to persuade customers to engage with a particular proposition but also to retain their interest post-transaction.
Digital has leveraged the greater array of choices available to consumers now, which is much more than at any other time in our economic development, representing a real challenges to build brand loyalty for marketers. At the same time, it has made it this choice available to far more people than in any previous period of history.
This combination of choice and availability does two things:
It disrupts traditional or established relationships, particularly where the choice becomes limited or stale.
It creates an enhanced set of expectations for customer experience.
As a consequence, it not only becomes harder to persuade customers to engage with a particular proposition but also to retain their interest post-transaction. In our experience, this is primarily down to a failure to deliver the best possible…
E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in
Channel loyalty doesn’t exist; buyers check different channels before they make a purchase.
Even with promos, they still compare offerings. Take Amazon prime day for example. Some 76% of shoppers plan to visit other channels before making a purchase. Around 46% of them compare prices at Walmart, 40% use Target, 39% try brand websites.
E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in. Multichannel marketing involves promoting and selling on every channel that your customers can interact with you on.
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