Article:
How Position-less Marketers Can Enhance Online Shopping with a ‘Personal Shopper’ Approach
The allure of a personalized shopping experience is undeniable. Walking into your favorite clothing store and having a personal shopper guide you to the perfect outfit is a dream come true. They know your preferences, budget, and past purchases, making the entire experience seamless. But can this level of personalization be replicated online? The answer is yes, and it’s all thanks to position-less marketers and advanced technology.
Studies have shown that personalized attention leads to increased loyalty, higher spending, and greater revenues. A recent report by Deloitte revealed that consumers spend 37% more than intended when the shopping experience is personalized. Brands with advanced personalization capabilities are also 48% more likely to exceed revenue goals. The benefits of personalization are clear, and now brands can achieve this level of customization online.
Marketers today are fueled by AI-enabled marketing and generative AI (genAI), allowing them to deliver hyper-personalized, relevant customer messages and experiences at the speed of a consumer’s interaction with the brand. With the help of a robust Customer-Led Marketing platform, position-less marketers can enhance the online shopping experience from start to finish.
So how does this technology work? Let’s take the example of a customer shopping for the perfect outfit. The Customer-Led Marketing Platform integrates rich customer data, including historical data, browsing behavior, and preferences, as soon as the shopper visits an online store. It knows the customer’s favorite brands, shopping habits, and even their tendency to buy during sales.
AI-led journey orchestration predicts the customer’s preferences and next steps. It personalizes website content to highlight outfits that match the customer’s style and suggests new arrivals from their favorite brands. This level of personalization continues with personalized marketing campaigns, where the customer receives an email with a curated selection of outfits similar to their past purchases, along with a special discount to encourage exploring the new collection.
Multichannel integration ensures that the customer doesn’t miss out on any offers. While browsing, a personalized SMS is sent as a reminder of the special discount, whether being checked via email or phone. Real-time decision making comes into play when the customer adds an outfit to their cart but hesitates. The platform triggers a real-time action, offering free shipping if they complete the purchase within the next hour.
Journey mapping and automation are key components of this personalized shopping experience. If the customer leaves the website without buying, the platform sends a follow-up email as a reminder of the items left in the cart and an additional incentive to complete the purchase. Post-purchase, the platform analyzes the customer’s behavior and campaign effectiveness, refining future strategies to continually meet and anticipate their personal preferences.
The Customer-Led Marketing Platform also tracks every interaction with the brand, from initial email to final purchase, providing statistically credible multitouch attribution. This helps the retailer understand the most effective touchpoints and tailor their marketing efforts accordingly. Throughout the customer’s journey, the platform keeps preferences at the forefront, ensuring all marketing efforts are tailored to their unique tastes and shopping habits. This creates a personalized and fantastic shopping experience.
AI plays a crucial role in personalizing communications at scale. Marketers can coordinate and synchronize hundreds of thousands of customer interactions seamlessly and automatically across multiple channels, including text, push notifications, and email. Content can be dynamically populated with messages tailored to specific segments or customers, enhancing the personalization even further.
The advent of AI has also given rise to position-less marketers. These marketers transcend traditional role definitions and embrace versatility with a diverse skill set. They easily adapt to varying tasks and prioritize collaboration with multiple teams. Leveraging data to inform strategies, position-less marketers move with speed, deft, and accuracy to create deep personal connections with customers. They deliver highly personalized shopping experiences that meet evolving consumer needs in real-time.
In conclusion, position-less marketers have the power to deliver magical personal shopper experiences to customers online and at scale. It’s no longer just a fantasy; personalized digital shopping experiences are now a reality. With the help of advanced technology and Customer-Led Marketing platforms, brands can provide seamless, personalized, and fantastic shopping experiences that drive loyalty and satisfaction. The future of online shopping is here, and it’s all about personalization.
