Let's be honest: no one likes to be advertised something they don't care about. Competition is fierce and attention is scarce, so customers expect you to know them. And not just their name, but what they like, need and are considering buying.
Personalization is no longer a nice bonus - it become a requirement. As many as 80% of consumers say they are more likely to shop with companies that offer a personalized experience. The question isn't if you should do it, but how.
What does personalization mean in practice?
In a nutshell, it's about using information you have about your customers to give them a smarter, more relevant experience. It can be as simple as showing recommended products based on previous purchases, or as advanced as changing the entire home page based on the customer's geographical location or shopping patterns.
Some examples:
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Products that "you might like" based on previous views
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Emails with names, relevant offers and reminders about forgotten shopping carts
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Content and campaigns that change depending on who the customer is and where they come from
Why does it work so well?
We humans like to be seen. When an online store hits the mark with what you actually want, it almost feels like magic. But it's not magic - it's data and good strategy.
Here's what personalization can do for you:
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More purchases: Personalized product recommendations convert much better than generic ones.
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Fewer abandoned shopping carts: An email reminder with the right products often yields solid results.
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More loyal customers: People who feel seen and understood come back.
How do you get started?
1. Get to know your data
The first step is to have an overview of what data you actually have. Use analytics tools such as Google Analytics, customer data from your CRM system, online store behavior and newsletter responses . Map which product categories are engaging, where in the customer journey people fall off, and how different segments behave. This provides a basis for both segmentation and customized communication.
2. Use recommended tools
Consider using an AI-based recommendation engine, such as Nosto, Clerk.io or Recommend. These tools can automatically display tailored product recommendations on the front page, in product views and in the shopping cart. They can also be used to send personalized emails. The result? A more relevant experience that actually feels personalized.
3. Segment your emails
Move away from one standard newsletter to your entire database. Divide customers into segments based on what they've bought, how often they shop, or how long it's been since their last one. Example: Create separate campaigns for VIP customers, new subscribers or those who haven't purchased in a long time. You can also use dynamic blocks in emails to show different products or messages depending on the recipient.
4. Customize your website content
Using dynamic content and A/B testing, you can show different banners, promotions or messages to different users. New visitors can get an introductory discount, while returning customers see loyalty benefits. This provides a more personalized experience and makes the customer feel valued.
5. Respect privacy
The introduction of GDPR and similar regulations means that you need to be transparent about how you use data and give users control over what data you collect. Remember that trust is an important part of the customer experience. A good tip is to explain how personalization actually gives the customer more relevant offers and less spam.
The bottom line? The more relevant you can be, the more likely you are to win the customer.
