For ecommerce operators, personalization is no longer optional. This episode emphasizes leveraging diverse data points—from geolocation to browsing history—to create highly relevant, individualized shopping experiences that mimic the personalized service of traditional brick-and-mortar retail and exceed evolving customer expectations.
Key takeaways
Implement geotargeting to tailor product displays and photography based on a customer's location and local preferences (e.g., Colorado mountain scenes vs. Florida beaches for apparel).
Utilize real-time behavior and past purchase data to dynamically adjust product recommendations and site content as a customer's intent shifts during a single session.
Focus on "respectful personalization" by only using data directly relevant to the customer's relationship with your brand, avoiding "creepy" over-personalization that uses unexpected external data.
Recognize that customer experience expectations have evolved; a lack of personalization can now be perceived as a negative and disrespectful brand interaction.
Leverage anonymous behavioral data (searches, past purchases, category interest) to infer customer intent and preferences without needing personally identifiable information.
Retailers increasingly use data to personalize an online shopping experience. Geo location, shopping and browsing history, weather — all can impact how products are presented to online shoppers. Among the leaders in personalization technology is Monetate. Its co-founder and CEO, David Brussin, speaks with Practical Ecommerce’s Kerry Murdock.
Frequently asked about this episode
What does this episode say about customer experience?
Implement geotargeting to tailor product displays and photography based on a customer's location and local preferences (e.g., Colorado mountain scenes vs. Florida beaches for apparel).
What does this episode say about data utilization?
Utilize real-time behavior and past purchase data to dynamically adjust product recommendations and site content as a customer's intent shifts during a single session.
What does this episode say about ecommerce strategy?
Focus on "respectful personalization" by only using data directly relevant to the customer's relationship with your brand, avoiding "creepy" over-personalization that uses unexpected external data.
What does this episode say about personalization?
Recognize that customer experience expectations have evolved; a lack of personalization can now be perceived as a negative and disrespectful brand interaction.
What does this episode say about customer experience?
Leverage anonymous behavioral data (searches, past purchases, category interest) to infer customer intent and preferences without needing personally identifiable information.
