personalize to raised handle e-commerce


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Launched by the giants of Netflix, Amazon or Starbucks, personalized marketing is now at the heart of all strategies. Consumers, lovers of tailor-made experiences and increasingly targeted offerings, expect brands to adapt to their needs.

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What is personalized marketing?

Empowering customers marks a new milestone in companies’ strategic priorities. Faced with increasingly fierce competition, resorting to ultrapersonalization is becoming a sine qua non to re-enchant the user experience.

Towards an individualized user experience

Customer experience refers to all the feelings a customer feels when in contact with a brand. Determined, among other things, by the quality of the offer and the relationship with customers, it encompasses everything interactions that take place before, during and after the purchase. The Covid-19 health crisis, which has accelerated the evolution of behavior in relation to new technologies and consumer habits, has shown the importance of the approach customer-oriented (customer-focused) to respond effectively to customer needs. Results? 63% of companies now believe that user experience is a priority, and half of consumers say it has become more important to them according to Zendesk’s annual report on user experience trends for 2021. The vector of differentiation must be as personalized as possible to best meet everyone’s requirements. achieve better results.

The main lever of conversion for e-commerce

To continue to grow their traffic, brands had to adapt quickly by offering an ultrapersonalized user experience through new technologies. An international study by Zendeska also shows that companies that have implemented this strategy have managed to maintain or even increase their profitability. Buyer, to be they are more likely to buy and discuss the brand, must have an emotionally positive user experience tailored to their changing needs. Enabled through personalization, the relevance of the course, offer or gift to the client is therefore essential to improve the conversion rate and retain customers. A clear link between a personalized user experience and the rapid growth that makes Big Data the new Holy Grail for businesses!

Knowing customers, a key performance factor

Whether it’s answering your customers’ problems, anticipating their needs or improving their satisfaction, data collection is a real gold mine for all e-commerce players who want to establish effective management.

Informative data

To get to know your customers better and identify their expectations, start by collecting “declarative” data, that is, information they have voluntarily provided. This basic customer information is easiest to collect: name, surname, e-mail address and telephone number they represent the foundations of customer relations because they are the ones that enable the beginning of a dialogue. Some optional fields, especially related to socio-demographic data, may be relevant to refine your customers’ profiles and knowledge of their geographical area, for example. If you want to gather this information, take the time to identify logical and unobtrusive points of contact through which you can invite your customers and potential customers to fill out the form. Creating a user account, subscribing to the newsletter, organizing competitions on your site … There are many opportunities to obtain this information that will be useful to you in order tostudy your different personalities (ideal customers) first.

Behavioral data

Generated during navigation on your site (or when shopping if you have outlets), behavioral data, known as “non-declarative”, allows you to deepen customer knowledge: date of last purchase, number of products purchased, average value of baskets, frequency of purchases, abandonment of baskets. All this information is observed and collected throughCRM tools Say a lot about your customers’ attitude towards your products or services. However, it should be noted that certain data are specifically regulated: the new General Data Protection Regulation (GDPR) requires companies from 2018 to inform customers and potential customers about how their personal data is centralized and analyzed. Their treatment requires prior consent By accepting advertising cookies, Internet users not only guarantee the legal use of this information, but also kill users who seek transparency.

3 personalization levers for highlighting in e-commerce

The customer likes to feel unique through page navigation, when reading a newsletter or receiving an order. Personal data, once analyzed, aims to reinforce this feeling by promoting one-on-one marketing.

Offer personalization

Faced with customers who want personalization, offer the optimal route it appears as a necessity to initiate an act of purchase and loyalty. Take the case of Netflix and its referral mechanism: powered by artificial intelligence, it is based on user behavior to offer unique content to everyone. As for e-commerce,personalized emailing it becomes necessary to announce the opening of a store near the buyer’s house, a warning about a discount on a product added to favorites, a warning about an abandoned cart or even an offer of new products based on the latest purchases. However, this requires the prior explicit consent of the user to ensure his consent. By presenting them with offers that suit them (and from which they can unsubscribe at any time), you have all the cards in hand to convince your customers that you have recognized their taste!

Personalization of customer relationships

Thanks to personal information collected about your customers, you are also able to deepen your relationship with customers. Goal? Bring a more human dimension, almost friendly, to the exchange between your brand and your customers. L ‘humanization of the brand, also called the “digital relationship”, gives the impression of a unique connection with each of them. This individual discourse can be manifested through multi-channel customer support, either through private messages on social networks (Facebook, Twitter, WhatsApp) or through a chat bot that is added directly to the page.

While it is important to facilitate contact between the brand and consumers, customer service is not the only playground individualize the relationship. Do you want your customers to feel privileged? Start by calling them by name when addressing them in writing. For this, prefer SMS that have almost 5 times higher opening rate than emails according to the Adobe Blog. If you know their date of birth, you can, for example, send them a birthday promo code; and if they buy, insert the goods with your logo to mark the occasion! This type of personalized action, easy to implement and inexpensive, consolidates the relationship with customers to ensure that you are chosen and not a competitor.

Personalization of advertisements

Digital advertising is a safe bet to increase your visibility and attract new customers … Provided you deliver relevant and targeted campaigns. Social networks such as Facebook, LinkedIn or Instagram are especially effective for that. Thanks to audience targeting, they’re a good way to leverage your customer knowledge: choose to show your advertising message to qualified leads based on age, gender, city, and other personal information you’ve filled out in your profile!

The user experience also includes more tangible media such as e.g. promotional items. Imagine your customers receiving a letter from you with, inside, a small notebook with their first and last name! In order to achieve the much desired WOW effect, these goodies must be carefully selected because they symbolize the brand-customer relationship. Gifts for customers made in France or made of environmentally friendly materials, therefore, should be preferred in order to guarantee the high quality that consumers perceive. Inserted into your advertising mail or even manually delivered during a meeting with clients (opening of exhibition space, activities of influential people, fairs, etc.), these signs of attention re-enchant the user experience in a concrete and personalized way and ensure the success of your marketing strategies!

If personalization of the user experience cannot be done without new technologies, it is not limited to e-commerce and tends to develop even at points of sale. Click & Collect, augmented reality, and other innovative initiatives (such as tablets installed in the Decathlon test room to allow customers to request a different size from retailers) offer an enriched and personalized in-store user experience to meet the needs of all consumers.

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