With privacy concerns on the tip of everyone’s tongue lately, just how much data would we trade for a truly personalised shopping experience? What do shoppers value when it comes to tailored eCommerce personalization? Whether it comes to valuing specific offers based on previous actions or more relevant recommendations, it is undeniable that when done well, eCommerce personalization, while not a new concept, has been a constant at yielding results.

As customers become more adept to having a targeted digital experiences, having an ongoing desire to provide high levels of ease and convenience is great way to approach eCommerce personalisation strategies for your online business. From email marketing content to quizzes for personalised product recommendations, the idea of personalisation is an added layer that aims to inspire, delight and help your customers at every turn.

According to a survey conducted by Tryzens on 2065 Australian and British consumers, the ones between 25 and 34 years old call eCommerce personalisation “fantastic and helpful”, while only 13 per cent of over-65s agree. Six in 10 younger consumers say they want their shopping experience to be specific to them, compared with just 34 per cent in the older group. So as millennials become the most dominant consumer group, it’s clear that personalisation is still key. 

eCommerce Personalisation Stats [2021]

As per Bloomreach:

• 44% of consumers say that they will likely become repeat buyers after a personalized shopping experience. (Segment)
• Marketers see an average increase of 20% in sales when using personalized experiences. (Monetate)
• 80% of shoppers are more likely to buy from a organization that offers personalized experiences. (Epsilon)
• 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience. (Forrester)

Great eCommerce Personalisation Examples

1. Clothing company Everlane sends product recommendation emails that start with a compliment—”you have great taste”—and includes a product photo and description to show the recipient why they’ll love the item being highlighted.

2. Pura Vida was the first to leverage Yotpo for customer reviews (a tactic we’ll look more closely at below), and Nosto for personalization. They created two recommendation categories on their product pages:

In a year, this generated:

• 24 million recommendations and an added 1.6 million clicks
• 7.9% average recommendation conversion rate
• More than 10% of overall revenue through Nosto’s integration with Shopify Plus

3. Showing up-to-the-minute best-seller lists to create validity and interest for customers. By doing so, Campus Protein generated a 50% click-through rate from the best seller page to product pages, helping the brand double conversions year over year.

4. LeSportsac for years, primarily focused on their “deluxe” products, inherently designed in elegant and minimalistic aesthetics. But by looking at Google Analytics data, they noted that a large subset of their traffic comes from Hong Kong, where customers value bolder designs and colour schemes. By using Trending Sellers By Location, they were able to show a completely unique set of products to their Hong Kong audiences as opposed to their US ones.

5. Ergo Pouch uses timed email follow ups to expand on their relationship with buyers. By checking in regularly, they’re able to further recommend complementary items, update customers on latest arrivals similar to their past purchases and reinvigorate the relationship.

6. Shop Direct have weather-sensitive promotions that help ease their customers’ purchasing decisions. This reportedly increased revenue by £5m.

Final Thoughts

From this chart alone, it is clear that customers understand the value of personalised eCommerce experiences and are happy to trade that data as long as it helps them enjoy their purchasing journeys. Implementing personalization effectively stems from intentions to deeply understand your customer needs and being proactive at helping them save time. Showing your customers how you’re willing to assist them (and optimizing your ways of assisting them) will bring far greater returns and ultimately set your brand apart.

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