The Future of Personalization in Ecommerce

Ecommerce personalization has been the hottest trend in customer engagement for a while now. Many consumers can hardly remember what it was like to visit a website that didn’t use at least some degree of this method to better engage with them.

But we’ve barely even scratched the surface of what e-commerce personalization can do.

In fact, you will soon see four ways it’s going to redefine websites – once again – in the very near future.

4 Things to Expect from Ecommerce Personalization in the Future

Now that we’re caught up on the presence of eCommerce personalization, let’s look at four things the future has in store (no pun intended).

1. Automation to Support Omnichannel Engagement

Automation and personalization are largely inseparable. You can’t have the latter without the former.

In the future, automation will become even more important, though, thanks to the growth of omnichannel marketing.

When The Harvard Business Review looked at the behavior of 46,000 shoppers between June 2015 and August 2016, they found that:

  • Only 7% shopped solely online
  • Only 20% shopped solely in-store
  • 73% used multiple channels

Omnichannel marketing is the future, but the only companies that will be able to leverage it will be the ones that can properly utilize automation to offer personalization across all channels.

2. Tailored Deals and Personalized Pricing

Shoppers don’t just differ on what they want to buy. They also differ on what they’re willing to pay.

Traditionally, companies have had to study the array of prices they can charge and pick the ones that give them the most profit, even though it means turning away many potential customers.

That’s changing.

Personalization is showing companies what they can charge individual shoppers.

To some degree, this is already happening. For example, Orbitz used to charge Mac users more – sometimes by as much as 30% – because that demographic tended to have more money. Thus, it stood to reason that they were willing to pay more.

The future will allow companies to drill down into much more granular details, though. This will mean helping more people get the products and services they need at a more accurate price point based on their past decisions.

This approach will also create more attractive bundles and even how promotions are structured for individuals.

3. Inclusion of Offline Data for Ecommerce Personalization

Brick-and-mortar stores don’t have to miss out on the personalization revolution, either. They can use this powerful method to integrate their online and offline customer experiences.

The clothing line Sportsgirl has become a trailblazer in this sense by offering an app that utilizes augmented reality. Users can scan clothing items they like in Sportsgirl’s physical catalog or in their actual stores with their phones so they can then purchase them online later.

4. Machine Learning

Personalization can be about a lot more than selling a product or service. Thanks to machine learning, personalization will soon be about anticipating customers’ support needs before they even have them.

Similarly, machine learning will soon change the language websites use based on the visitor. In the scenario where a visitor needs help, machine learning will allow the site to find the best answers based on the information they’ve provided instead of the stock replies most are able to give now.

If the site knows that a returning shopper is working on restoring their late-model vehicle, machine-learning will be able to recommend the best possible products but also supply them with relevant content to help with the rebuild.

Embracing the Future of Ecommerce Personalization

Ecommerce personalization is already here, so if your company isn’t already utilizing it, that must become a priority.

However, as we just covered, the future of personalization is already well on its way. Those businesses that fail to embrace these advancements won’t be in business for very long. Fortunately, you now know about four methods you can adopt to ensure your company is able to meaningfully engage with customers for years and years to come.

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