How can digital commerce activities feel more personal for consumers? In brick-and-mortar stores, personalized experiences mainly involve interacting with store personnel. In digital commerce, however, it’s less straightforward.

Digital commerce has one big advantage: data. That’s why it’s crucial that companies collect (the right) customer data and use this information to improve the customer journey.

Personalization matters for three key reasons:

1. Customers expect a personalized experience: 80% of shoppers are more likely to buy from a company that offers personalized experiences. With so many options out there for consumers, competition is tough for ecommerce brands.
2. Customers are more likely to make repeat purchases: 78% of consumers say that personalized communications make them more likely to repurchase. When customers feel heard and appreciated, there’s a high chance they’ll come back repeatedly.
3. Personalization removes distractions. By removing messaging and products that aren’t relevant, your visitors are more likely to see products they would actually be interested in buying.

5 strategies for digital personalization at scale:

1. Place weight on USP messaging for new visitors
   You only get one chance to make a first impression. If a new visitor ends up on your website or app, you have to assume they don’t know anything about your brand and product offering. Ensure your strongest messaging is highly visible to new visitors.
2. Encourage customers to register or log in
   When visitors create an account in your webshop, they share relevant data that can directly be used for digital personalization at scale. A personalization strategy with a subtle nudge to create an account or log in can make a big difference.
3. Highlight deals for relevant categories and custom top categories
   Companies can capitalize on category affinity by highlighting deals within relevant categories for individual shoppers. True personalization uses a combination of logic and adds more factors as it learns more about shoppers.
4. Feature products in their spending bracket
   By knowing the average spend of a customer within a specific product category, you can personalize the content for this individual. This information can also support upselling strategies, with deals on products slightly over a customer’s average spending bracket.
5. Make the selection process easier
   Previous purchases can tell a lot about a customer’s preferences. By personalizing filters for individual customers, you’re making it easier for them to find other similar products they might be interested in.

Remember: There’s no one-size-fits-all solution for personalization at scale. Everything depends on your target audience and customer preferences. The right strategy at the right step in the customer journey is more effective than implementing many different types of personalization. Quality wins over quantity.

Want to learn more about personalization? Attend VAIMO’s session: “Personalization at Scale – Unlocking the Power of AI-Driven Customer Experiences” or visit us at booth 64 at DMWF Europe.