What is critical for personalization success?


As an e-store owner you will need content-, and product personalization crafts: this list wraps up the content personalization in the first bullet points and the product personalization in the last ones.


1. Answer the question: who do you serve and want to personalize for? Define your segments, and determine what contents and messages would be the best to address to them. You must really know the customer segments and understand the needs, desires, deficiencies, pains and what are the typical sales triggers they are ready to jump on and buy.

If you miss the essential customer data launch a few, basic market researches that can be incorporated into pop-ups, sign-up windows, or to e-mail campaigns as well.

 

2. Create the contents, or allocate the resources needed for content production: blog posts, product and customer reviews, videos, media posts, product intros. At the first hearing this might sound too ‘B2B’- or enterprise-level content strategy, but just think about how much content is available online for free: their creators will be happy to get their pieces shared on multiple places, and this is a perfect opportunity to find cross-sales and affiliate partners as well.

 

 

In case of your content production demands higher investments (especially video-, or more advanced motion graphic content) have an astute start with competitor researches. Example: as a bicycle & motorbike retailer, if you would like to publish assembly videos, check other retailers’ channels whether they have the same content you are about to shoot.


3. Build a table for your customer segments and collect content and products they are more likely to buy - after this alignment subdivide the charts with each of the buying stages for your products to see the sales funnel of all of your segments.

 


Example: If you have a customer segment that has already bought insulated vests you are more likely to offer them clothing needed for fishing or some fishing-related blog posts than those customers who bought ski jackets. Source: Male Grooming Academy


4. Your customer segments are ready, the content they will be provided are aligned, have a look to your potential channels: onsite and offsite channels. Online and offline channels. Personalization strategy can be implemented in multitudes of channels like:

Onsite: on the e-commerce site subpages / affiliate site / landing pages / forms and popups

Offsite: email, social media, messenger, sms


5. You might consider buying tools or subscribe to SaaS solutions, especially customer tracking and analytics solutions helping your personalization process. (Google Analytics, Zendesk, Intercom, Hotjar etc.) Prepare your system before you buy a subscription, check your already existing marketing automation tools and plugins and your CRM System - will they be able to receive or integrate into the newly arriving tools?


6. Create a budget you are ready to invest into subscriptions and accesses to advanced solutions helping your personalization process. Check what are the free tools available out there. If your store size is small yet, you can easily fit into the freely available packages as well.

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