Customers Want Personalised Content and Data-driven Commerce [March 12, 2015]
As seen in The Digital Economy 2015, Raconteur
Contextualisation to deliver personalised content and offers across all channels achieves better customer experience, says Acquia.
Digital has changed everything in today’s world of online commerce. Personalisation of digital experiences is no longer an extra, but an expectation. If a customer has visited your site once, they expect you to recognise them on subsequent visits and they expect a tailored experience.
A study by Janrain showed that the majority of consumers – 75 per cent – like it when brands personalise messaging and offers. Personalisation is a win-win; customers are presented with what they want to see, and in turn they’re more apt to have higher conversion rates and greater satisfaction.
In fact, O2’s study The Rise of Me-tail shows that adding personalisation to a shopping experience could lift sales by 7.8 per cent. In order to provide a personalised experience, businesses must leverage data from multiple sources, and apply that data to serve customers with relevant content, product recommendations and services based on intent, location and interests.
Contextualisation – knowing your customer’s interests, behaviour and content preferences across all channels – is a more thoughtful and comprehensive approach to personalisation that is quickly becoming a key component of the customer experience.