Over the years, E commerce marketing has gone through a sea change. It is not just about showing a catalogue of 50 different products on a website. It has become about branding a business and making the shopping experience more personalized for the customers. The challenge is to give a tough competition to offline shopping. You may have seen it yourself while shopping on e commerce stores like Amazon or flipkart. Whenever, you buy a product, a list of similar or related products will show on your screen with the title “Frequently Bought Together” or “More from Frequently Bought Brands” etc. This tailored e commerce marketing style will help your brand to reach new heights.
Now let’s understand the top 5 methods of using personalization in E Commerce Marketing for Business Growth.
Understanding the Metrics
While enhancing your sales through personalized marketing, you need to focus on metrics like customer retention, AOV – Average Order Value, and Total/ Maximum Sales. Here, you must focus on the overall customer experience. Your products’ quality, constantly recommending related or similar products to customers will give them more choices and enhance their browsing experience on your website. Personalized marketing works through AI and it will help you retain your customers and by giving constant recommendations, your sales will boost by upselling and cross selling different products.
Using Email Campaigns
You can send personalized emails to your customers by sending welcome emails, information related to their product delivery, newsletters and information related to new offers and discounts or new product launches.
While making email campaigns you can segment your audiences according to their interests, behavior, purchases or demographics and send them personalized emails. This is the best way to generate higher revenues in e commerce marketing.
You can also take their previous purchase history into consideration or browsing history. For example, at times, customers add products to their carts and wishlist. So, you can send them reminders regarding it through email campaigns. This is one of the best digital marketing strategy to increase sales.
Predictive Analytics
Predictive Analytics can totally take your business to the next level. This e commerce marketing strategy can help you to show personalized offers and discounts to those customers who are browsing products in real time. You can change the offers and discounts or price rates as per the customers’ interests in the products. The machine learning algorithms keep a watch on all of your customers and collect the data related to behavior, clicks, scrolls and favorites. It will keep recommending similar and related products and help you in personalized marketing.
Using Social Media Ads
Meta and Instagram gives you an opportunity to narrowly target your audience, create lookalike audiences from your most responsive customer data and also help you retarget your customers. These ad platforms provide a feature of A/B testing so that you can see which of your ad campaigns are performing better. You can create a variety of creatives and create ads to see how they are looking on different sections like in-feed video ads on meta, or on images. This is one of the best digital marketing for business growth. After running a number of ads you will collect a huge amount of data that you can use for your future digital marketing strategies. This customer data will also help you to increase your ROAS (Return on Ad Spend). Most importantly, these platforms let you make ads in different formats.
You can totally personalized your ads and customers or viewers will only see those ads that you want them to see from a specific location or after fulfilling a certain criteria.
Installing Chatbots
You can install chatbots on your website and instantly reply to your customers with an introductory/welcome message and solve any general inquiry. These chatbots can help you to collect the email and phone numbers of those who messaged you. It could be also regarding any product delivery or product quality issue. In this way, you will be able to attend to your customers 24 X 7. Most of the time customers complain about bad customer service and it could totally downgrade their shopping experience.
As a founder of the company, if you want your business to work, then you have to see yourself from the customer’s POV. They are spending money on your product and if the quality is not up to the mark or the delivery is not done on time, then how will you retain your customer.
Good reviews on app stores or websites will provide a solid word of mouth publicity to your brand. Never take customer service for granted. Chat bots can also help in assisting customers in picking or searching for a new product. Thus, it immensely helps in personalized marketing.
Therefore, it is important to engage with your customers after the product is delivered.
Best Examples of Personalization in E Commerce Marketing
Amazon and flipkart are two e commerce giants in India. And they have always used personalization to reach out to their customers more frequently. They provide similar and related products to customers. For example, if a student is looking for a set of notebooks, there is a high possibility that he is also looking for other stationary items. So you must try to personalization through AI and enhance the online shopping experience of your customers.
Conclusion
Personalization in E Commerce marketing can help you to collect customers’ data and show similar or related products to customers when they are shopping online. You can use metrics like customer retention, AOV – Average Order Value, and Total/ Maximum Sale to see whether personalization is working on your website properly or not. You can make several email campaigns and send personalized emails to your customers and welcome them when they sign up on to your website, keep in touch with your customers when they purchase your products. The machine learning algorithms can bring in depth customer behavior data which can tell your about their shopping pattern. So, personalized marketing is one of the best ways for e commerce stores to grow their business.
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