[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2023\/12\/06\/personalized-e-commerce-loyalty\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2023\/12\/06\/personalized-e-commerce-loyalty\/","headline":"Getting personalized e-commerce right for more loyalty and sales","name":"Getting personalized e-commerce right for more loyalty and sales","description":"Brands are delivering personalized e-commerce experiences to build customer loyalty and drive more conversions. Discover how they're doing it. ","datePublished":"2023-12-06","dateModified":"2024-04-10","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/leala-shah-crawford\/#Person","name":"Leala Shah Crawford","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/leala-shah-crawford\/","identifier":782,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/f07beb0288d79c40322891154c49bc8a4f7b8a8b8adb7acb48be2293b683c235?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f07beb0288d79c40322891154c49bc8a4f7b8a8b8adb7acb48be2293b683c235?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/12\/personalized-e-commerce-FTR-4-1.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/12\/personalized-e-commerce-FTR-4-1.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2023\/12\/06\/personalized-e-commerce-loyalty\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-data\/","name":"Customer Data","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_data","http:\/\/www.wikidata.org\/entity\/Q56278300"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},"Customer Journey",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/e-commerce\/","name":"E-Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/E-commerce","http:\/\/www.wikidata.org\/entity\/Q484847"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/e-commerce-solution\/e-commerce-general\/","name":"E-Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/E-commerce","http:\/\/www.wikidata.org\/entity\/Q484847"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/omnichannel\/","name":"Omnichannel","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Omnichannel","http:\/\/www.wikidata.org\/entity\/Q16999365"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/omnichannel-commerce\/","name":"Omnichannel Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Omnichannel"]}],"wordCount":765,"keywords":["AI (Artificial Intelligence)","AI In E-commerce","CDP | Customer Data Platform","Deloitte Digital","E-commerce Trends","Machine Learning","Omnichannel Personalization","Personalization"],"articleBody":"The best digital commerce experiences don\u2019t just put products or services within reach. They guide you to things you didn\u2019t even know existed\u2014and yet on first sight, fit you perfectly.These personalized e-commerce experiences intuit your tipping point for making a purchase, whether it be an irresistible color, pattern, feature, discount or a particular day of the year. They quench your needs and make you feel known and recognized as an individual.This kind of immediate, intuitive engagement has powerful value for brands that get it right: 69% of consumers in a Deloitte Digital survey said they’re more likely to purchase from a brand that personalizes experiences.In fact, brands with leading personalization capabilities saw a 1.5x greater increase in revenue per customer and loyalty metrics compared to brands with low personalization maturity.How brands are delivering personalized e-commercePersonalized e-commerce experiences require a tightly connected mix of capabilities\u2014 both human and machine\u2014working from a strong foundation of data, processes and technologies.Here are key actions that are helping companies make personalized e-commerce happen: Take control of customer data. A customer data platform (CDP) connects everything you know about each customer\u2014 including marketing, in-store, online, sales and service interactions\u2014to help you predict the right places, spaces, messages and offers to engage individuals based on their unique wants and needs. Create more, smaller customer cohorts. Winning brands are harnessing customer data to create hypersegmented cohorts of people with similar preferences and behavioral patterns; and then serving up experiences that make those customers feel seen and understood. Over time, this intuitive engagement helps build trust that drives greater customer lifetime value. Test and learn. Controlled testing across a range of e-commerce experience parameters\u2014from the way a product is described in your app to the color of buttons on your website\u2014is key to success. But it\u2019s important to focus on the right questions. Start by strategizing what to test, identifying who to test it on and determining how success should be measured. Automate decisioning and delivery. Machine learning and AI help you respond personally and instinctively, at scale. By tapping data in the moment, decisioning technologies spot patterns and can recognize, for instance, when a 10% discount will make all the difference to a customer who\u2019s returned three times to look at a product. By delivering the right message at the right time, you’re able to drive impact to the bottom line\u2014automatically.      Proactive customer experience: How a CDP can help end bad CX                Creating better, proactive customer experience is the next phase of customer data management as brands connect CDPs to back-office ERP systems.      The best personalization is consistent, connected\u00a0The capabilities, technologies and data brands use to personalize e-commerce can help drive richer customer experiences even in isolation. But the next, more powerful move on the path is to make sure those experiences feel consistent and connected.After all, a personalized offer for a seasonal sweater sent via email isn\u2019t so special if a customer has to hunt for the sweater on your website or app. Similarly, trust built over the course of a sequence of purchases with your brand will be shaken or even broken if the customer\u2019s history appears to be forgotten the next time that customer comes shopping.Connected teams, systems, processes and governance are essential to producing connected experiences. That means thinking holistically about all of the customer\u2019s touch points with your brand over time.It also means working to ensure processes are in place to leverage the insights, messages and offers that help make those individual experiences feel intuitive\u2014like relevant episodes in an ongoing, coherent story between you and your customers.      Intelligent customer experience: Definition, benefits, examples                Your business \u2013 connected, insightful, and adaptive: Discover the power of intelligent CX.      Eyes on the prizeIn the midst of these efforts, never lose sight of the most basic and important goals of personalization: customer trust and loyalty.Decisions about the data you collect and the personalized e-commerce experiences you orchestrate, as well as the options you provide to customers for transparency and control, should be rooted first and foremost in what you learn from the signals your customers send you.Their data, after all, isn\u2019t just bits and bytes. It can reveal much about both broad preferences and individual idiosyncrasies, evolving expectations, and be key to growing (or eroding) trust.Connect those insights and experiences, and the sales are likely to follow.  The future of commerce is:Agile.Lean.Connected.Adaptive.Are you ready for it?Get going\u00a0HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2023","item":"https:\/\/www.the-future-of-commerce.com\/2023\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"12","item":"https:\/\/www.the-future-of-commerce.com\/2023\/\/12\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2023\/\/12\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Getting personalized e-commerce right for more loyalty and sales","item":"https:\/\/www.the-future-of-commerce.com\/2023\/12\/06\/personalized-e-commerce-loyalty\/#breadcrumbitem"}]}]