It is naïve to think that every eCommerce platform has harnessed data-capturing technology to its advantage. To master eCommerce personalisation means ensuring every ounce of content and every touchpoint has been highly utilised for your segmented audiences.
However, the reality is that 70% of millennials are frustrated with brands sending irrelevant emails and 53% of digital delivery professions say they lack the right technology to personalise experiences.
To capture data right is hard, requires mountains of research development, A/B testing and lots more. And even if you do get it right – the end product still lacks that deep personal touch.
That’s why we think live video shopping is the ultimate personalisation to any eCommerce website and in this article, we uncover why.
This article will cover
- What is eCommerce personalisation?
- How do customers perceive eCommerce personalisation?
- eCommerce personalisation STATS
- eCommerce personalisation and live video shopping
- Benefits of live video shopping for eCommerce personalisation
- Recap
What is eCommerce personalisation?
The desired outcome of eCommerce personalisation is to offer a tailored experience to customers based on purchase history, browsing behaviour, demographics and additional data factors. And we see it in our everyday lives with the likes of Spotify, Netflix, and of course the eCommerce giant, Amazon.
Amazon’s homepage is very much YOUR home page. By combining data with an intelligent algorithm, it helps promote and recommend products based on preferences, interests and your purchase history. In essence, Amazon knows more about you than you know about yourself!
Conversely, personalisation is very much expected from the customer; 71% of customers feel frustrated when shopping is impersonal. A further 80% are more likely to make a purchase from a brand that provides personalised experiences.
Finally, it’s important to note that the average reader has an attention span of 15 seconds – (and if you are still reading this it means I am doing my job well!) so how you capture data and display it is imperative to your business and customers.
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What do customers think of eCommerce personalisation?
The digital utopia we live in has generated tons of controversy surrounding data. With frequent data breaches and distrust from big companies like Facebook, Cambridge Analytica and mass leaks at Sony, we are more hesitant to give our data up.
However, our lives have shifted online. People have become accustomed to performing tangible activities digitally. Essentially, what the pandemic has taught us is we strive for convenience, personalisation and most importantly, trust.
But let’s talk numbers to illustrate if customers favour eCommerce personalisation:
- 36% of customers say retailers need to offer more personalised experiences – Retail TouchPoints
- 80% of consumers are more likely to make a purchase from a brand that provides personalised experiences – Epsilon
- 47% check amazon if the brand they are shopping with doesn’t provide relevant product suggestions – SmarterHQ
- 80% of shoppers are more likely to buy from a company that offers a personalised experience – SmarterHQ
- 77% of customers have purchased, recommended or paid more for a brand that delivers a personalised service or experience – Epsilon
- 84% of consumers say being treated like a person and not a number is very important to winning their business – Salesforce
And what do marketers think about eCommerce personalisation?
- 98% of marketers say personalisation advances customer relationships – Evergage
- Marketers said sales increased on average by 20% when using personalised experiences – Kibo
- 79% of retailers are investing in personalisation, more than any other industry – SmarterHQ
Overall, personalisation is a big deal in delivering a highly memorable experience – in not only building brand loyalty and trust but to remain competitive against the big titan, Amazon.
To repeat, 84% of consumers say being treated like a person is very important to winning their business.
Upon reflection, how can we take that one step further?
eCommerce personalisation and live video shopping
Where does live video shopping fit in with eCommerce personalisation?
Following the dramatic changes COVID-19 brought upon the marketing and consumer landscape, Janet Balis wrote for the Harvard Business Review on the 10 Truths of Marketing. Specifically, one old truth is ‘customers hope you have what they want’. However, as the title says, it is old news.
Now, customers expect you to have exactly what they want. Customers expect any experiences to be frictionless, anticipatory, relevant and connected. Using data allows a business to create more relevant experiences, including eCommerce.
People are demanding a hyper-personalised experience. Harnessing data to deliver personalised landing pages is one thing, but to offer a one-to-one live video call is one step further.
It replicates the in-store experiences: real relationships can be developed, needs are properly understood, and expectations are reached.
Confer With uses a patent virtual shared basket, creating transparency and immersion which is not usually possible on generic eCommerce sites.
Live video shopping is the ideal omnichannel marketing solution with one very important result – it treats your consumers like people, not numbers.
Benefits of live video shopping for eCommerce personalisation
1) Get to know your customers
Nom Nom VP of Growth, Scott Brinker said the biggest piece of advice to give is to understand your customers deeply: find compelling data and contextual information to build a 360-degree profile of your customers.
And that’s very true. Brands reach out to customers across multiple channels using paid advertising using relevant keywords and lookalike audiences. However, if someone clicks through and lands on a non-personalised landing page – will they convert? Will they be convinced to interact with your website? Most likely not.
Live video shopping helps capture what your customer really wants and creates insightful data which you can build your eCommerce platform around.
2) Brand loyalty
98% of marketers say personalisation advances customer relationships. 63% of consumers will stop buying from brands that use poor personalisation tactics. It is therefore evident that personalisation establishes a two-way relationship between the customer and the brand.
To place your brand on a platform and give your products a voice and story helps create brand loyalty like never before. Yes, when targeted messages are done right it can reap benefits – but if live video shopping is done right, you are ahead of the game.
3) Decrease cart abandonment
Data from 41 different studies concluded that the average cart abandonment rate is 68.81%, a worrisome statistic for any eCommerce platform.
A common reason for cart abandonment is a lack of trust and unclear pricing like delivery charges. Now imagine if you had your team at the ready to reassure customers on their purchases, inform them of all costs involved, and guide them through the sales journey?
Live video shopping is a very active process. Advisors can say ‘do you want me to put that in the basket’, breaking down barriers and guiding customers through a frictionless journey.
Additionally, live video shopping helps utilise touchpoints, build compelling segments, increase competition and improve the overall customer experience.
Recap
To reiterate, eCommerce personalisation is at the forefront of any online strategy. With many platforms that sit on mountains of data, it is heavily advised to tailor experiences to your segmented audiences.
However, if you are an eCommerce platform looking to offer hyper-personalisation and a truly unique approach then live video shopping is your answer. From building brand loyalty, reducing cart abandonment, and truly understanding your customers – it is a scalable strategy that helps increase conversions, average order value and most importantly, trust.
