As the Christmas season is fast approaching, this is the perfect time for retailers to finalise their digital solutions. Customers use a number of channels to engage with retailers, therefore it is imperative that they work to address how they can become more targeted, more tailored and more influential within the customer’s route to purchase; especially if they are to increase their revenue.

 

For retailers, the key to personalisation is to become more relevant for the consumer by understanding their likes, dislikes, wants and habits. This can be done through the development of a strong push notification campaign that will enable retailers to better understand their customer, thus giving them the means to become relevant.

 

Mobile personalisation

The cliché, ‘out of sight, out of mind’ couldn’t be truer when attempting to capture and maintain customer interest via online and mobile websites. It is something that is incredibly difficult, with average online conversion rates falling between 1% and 3%. One successful approach is investing in a personalised push notification solution, because when used properly this method can increase user engagements up to as high as 80%.

 

The key to achieving a high open rate is by ensuring that you are only pushing notifications that are highly contextual and relevant to the consumer, which is why having the right data is crucial. For example, if an organisation is aware that a customer is a sports fan based on their social digital footprint, given that the premier league is underway, this would be the perfect time for the organisation to offer the customer a one-time push notification promotion to purchase the team’s merchandise at a discounted rate. This will encourage the consumer into the store, therefore increasing the organisations conversation and revenue, whilst at the same time offering the customer with a personalised experience.

 

Eliminating buyer’s remorse

One of the biggest problems facing online shopping is returns management. A common reason returns are so common is that when a customer finally receives their product and physically interacts with it, it doesn’t meet their expectations. Given that it is currently impossible for customers to virtually touch products before purchasing, here lies a significant problem which can see the returns issue increase. However, there are a couple of solutions that can help.

 

One solution for this would be to use virtual dressing rooms to help customers visualise how a product will ‘fit’ their personal style. This can be accomplished through augmented reality or image overlay technologies. Another method involves using user-generated content and descriptive taxonomy to create a fit and touch guide. For example, if a customer were considering buying a personal care item that might be in constant contact with the body, the use of more descriptive language of how the product feels as well as feedback from customers about its comfort, or a comparison tool to other products that the customer has purchased will allow for a better understanding of the product. This, in turn, could minimise the chance of returns.

 

Getting to the finish line

There are a number of different components within a consumer’s route to purchase and creating an emotional and contextual connection is only one component within said path. Despite the customer’s attention having been captured, this doesn’t necessarily mean any value has been added or created in their shopping experience. Though important, just becoming relevant and providing an understanding of fit still does not entirely close the gap, but it is a start.

 

When personalisation is relevant and done correctly it can help drive conversions and revenue as well as creating a good fit with the customer. While the development of new personalisation tools is exciting, retailers still need to ensure they don’t drop the ball. By focusing on tailored personalised experiences that are relevant and knowing when to monetise the moment, retailers can capture and acquire new customers. Especially if they are to increase revenues as we approach the Christmas period when competition is high and retailers are competing to gain a bigger piece of the market share.

Rohit Gupta

Rohit Gupta

Director, Retail & CPG Digital Strategy

@WiproDigital

Rohit Gupta leads the North America retail/cpg digital strategy practice within Wipro Digital. Prior to Wipro Digital, he has held various leadership positions within the retail industry driving digital transformations through customer centric solutions for eCommerce and in-store experiences. He holds a MBA from Cornell and mentors various startups within the bay area.

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