Commerce7 Team 5 minDec 17, 2021
Website personalization is the process of creating customized experiences for visitors to a website. Instead of creating a singular experience for all customers, personalization enables a custom-tailored and seamless customer experience based on what you know about a person’s needs, wants and preferences. In short, it’s the delivery of the right content for the right person at the right time.
Online customer expectations have shifted. When shopping online, customers now expect the same level of service and experience that they would expect in the offline world. A customer who has visited your tasting room each week for the last 5 years would expect you to know their name, favourite bottle and they might even have a preferred table. They might be offended if you didn’t remember their name after visiting you each week for the last five years. Your online customers now have the same expectation for their online experience. Digital experiences have become highly personalized across the board (think content recommendations on Netflix, personalized news feeds on social media platforms, product recommendations on Amazon) and a 1:1 experience based on the individual customer isn’t just a nice to have - it’s now expected. Recent studies have shown that personalization is a critical part of customers expected to experience:
Personalized experiences and product recommendations are a critical competitive advantage for brands and a foundational factor in how consumers experience a brand. Today’s retail environment involves more consumer choice, with more pricing and promotional competition than ever before. Unique experiences tailored to individual customers are an opportunity for brands to differentiate themselves by giving customers exactly what they want. A more personalized experience is a better customer experience.
Personalization improves sales and profitability by increasing the relevance of the content that your customer is served. Personalization tools like product recommendation engines make it easier for consumers to discover products based on their previous browsing or purchase history. Imagine yourself trying to find something to watch on Netflix with no personalization. There are thousands of choices available and it can be difficult to make a decision quickly. But when Netflix’s personalized content recommendation engine makes recommendations based on your previous viewing history, it’s easy to find something that is interesting to you. The more relevant the personalization, the more likely your customer is to convert.
A recent study by Segment, which helps companies manage and activate data about their customers, found that:
Personalization makes it easy to buy from the brands that provide the best customer experience, which in turn increases retention. Providing better-personalized shopping experiences will lead to happy, loyal customers. Data shows that:
McKinsey is so bullish on personalization’s ability to increase retention, that they estimate that the increase in customer loyalty translates into an increase of the share of wallet among already loyal customers, which can lead to a reduced need for marketing costs by 10-20%. (10)
You might be thinking that this all sounds nice but like a lot of work. “I don’t have time for all of this!” If so, you’ll be pleased to learn that personalization is easier to implement than ever thanks to Commerce7’s industry-leading personalization tools. Let Commerce7 take the work out of identifying, segmenting, building, updating and serving personalized recommendations. Create a personalization block (an area of your site you want to display personalized content in), set up the type of personalization and select the user segment you wish to display to and you’re ready to personalize. We’ve simplified personalization to make it easy.
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