How retailers can hit the personalisation sweet spot
62% of shoppers admit to buying more and/or more often when they receive a personalised retail experience, according to DigitalLBi. So, it’s no wonder that winning retailers are pushing personalisation to the forefront of their customer experience strategies.
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A consumer’s mobile phone is the one item they’re unlikely to leave the house without. Retailers looking to offer their customers a truly personalised experience need to ensure they’re front of mind on their shoppers’ most personal device. Apps are built to offer a highly personalised experience. Which is completely different from mobile sites that offer the same experience to anyone who visits.
Most retailers already offer a mobile optimised website and the majority of them offer a mobile app too. Consumers expect a personalised approach from any apps they’ve downloaded whether it be social, entertainment or shopping apps.
From the retailers point of view, offering an app allows you to extract an abundance of data from your user and heavily tailor your messaging, collectively enhancing the overall experience and maximising revenue. According to Urban Airship, tailored content and personalised offers that speak to your audience are more likely to increase app conversions.
Greet by name
When a user downloads your app, this is a prime opportunity to encourage them to Log In or Create an Account. The user is then always logged in and you can reap the rewards of this by collecting valuable data. Names are so personal, that hearing or reading our own name lights up a completely different part of the brain to any other words. So, calling the user by their name every single time they shop with you can truly enrich their experience and view of your business in their mind.
Once the user has signed into their account and selected their preferences, you can offer even more such as preferred sizes and stores which will always be easily accessible for the user from their home screen.
Location-specific content
With an app, it’s easier to tailor the shopper’s experience according to their geographical location. Retailers can offer a ‘universal app‘ that allows users to change countries within it; or different international apps in each app store that allow unique location-specific content, layouts and language.
Another option to consider is enabling beacons. You can send a push notification when the shopper is near one of your stores with a message to encourage the user to visit.
Apps: the ultimate personalisation sweet spot
It’s becoming evident that retailers need to offer an app to perfect their personalisation strategies. This is why more and more retailers are focussing their efforts on developing their apps rather than just their websites.
Download our latest ebook explaining how an app can help you improve your overall Customer Experience. Discover how to improve personalisation, engagement and loyalty with case studies and expert opinions.
Reported by Natasha McGowan
