1. article
  2. Strategy
  3. Technology

The Power of Smart Personalization in Ecommerce

By Thrillworks

If your business has a digital presence (and we hope you do in this day and age), you’re familiar with the power and benefits of ecommerce. Simply having an ecommerce platform isn’t enough anymore. You’ve got to take it a step further and cater to your audience. Smart personalization is a surefire way to not only further engage shoppers but keep them coming back again and again. And again.

The other important thing to remember when it comes to ecommerce is that it’s not a one size fits all approach. You need to build a solution that is unique to your business, your customers, and the way you want them to interact with your site. Hint: personalization is key.

We know the whole ecommerce and sales process is a digital interaction, but it should always put people first. How a customer receives a product at home is just as important as the way your sales and marketing team process the order. Clicking the complete purchase button is the last in a long line of decisions shoppers make. By personalizing the experience, making it engaging and accessible, you’ll make it easier for shoppers to click that button and complete their purchase. But enough background, let’s look at the power of personalization in action and how it can help take your ecommerce experience to the next level.

Smart personalization for businesses with basic ecommerce solutions

Are you familiar with the website Amazon.com? Trick question. Of course you are. But it wasn’t always the ecommerce behemoth it is today. It started out as a humble bookseller. By paying attention to their customers wants and needs and adapting based on those learnings, they understood the importance of adding personalization to their service. It seems to be working out pretty well for them so far.

The point is, whether you’re a traditional brick-and-mortar business looking to add an online component or you’re a business that started and remains solely online, having an online presence is just the first step.

Case in point, the position we find ourselves in due to a current worldwide situation (ahem, pandemic). As more and more shoppers have been forced online to make everyday purchases, businesses are forced to keep up with the change or get left behind. Those who have succeeded and seen their business grow are the ones who realized early on the importance of rethinking their ecommerce strategy. They knew it wasn’t enough to just be online. They had to adapt to the new shopping habits and patterns of their customers. Enter smart personalization.

Accessibility for businesses that want to expand their ecommerce presence

Since the start of the pandemic, one of the hardest hit areas has been the food and beverage industry. When was the last time you sat on a patio for a meal and cold one? Seeing as how online alcohol sales have jumped 243% in the US, it’s been a while for all of us. Capitalizing on this trend, a number of small breweries and distilleries across Ontario and Toronto have expanded their ecommerce platform to cater to the increased demand of online shoppers. From improved search functionality to larger inventory and, most importantly, all-new delivery services they have made it easier for shoppers to not only purchase but receive their orders all from the comfort of their home.

This change in shopper behaviour forced the hand of businesses. Either find a new solution to serve customers or they’ll find somewhere else to shop. Those that recognized this change and reacted in a timely manner by expanding their ecommerce are now thriving. They quickly realized the importance of building an online experience that provides customers with an accessible and seamless shopping experience. They find what they want easily, proceed to checkout in a timely manner, and before they know it their order has arrived. As the numbers suggest, it’s working well and driving plenty of repeat business. We’ll drink to that. In the privacy of our home, of course.

Smart personalization for businesses that want to improve current customer experience and attract new customers

Let's improve our online presence and create a more personalized, enjoyable shopping experience for our current customers and therefore increase sales and repeat purchases, said every business ever. On the surface, it’s a simple goal. Making it happen doesn’t have to be hard. You just have to make the right moves. 

Enter Bestar. As a brand that sells high quality, high value items that usually aren’t bought repeatedly, they wanted to expand sales to their current customers and attract new ones.

Prolonged working from home during the seemingly never-ending pandemic has meant that living quarters need to look and feel a bit more like an office. This provided Bestar with the perfect opportunity to increase one-time sales to current and new customers. They set out to tell shoppers they had just the right pieces that were functional enough for work but compatible enough to fit with their existing home décor. (Pssst, that’s smart personalization in action right there.)

From the online customization of a Murphy bed to picking the colour of your desk or selecting the compilation of your dream work-from-home office online, they offered it all. They even expanded to include easy-to-follow assembly videos. Bestar’s simple website replaced the lack of in-person shopping with an online experience that allows the users to interact with the product before pulling the trigger on high-value purchases. If you’re saying, wow, that’s some seriously smart personalization, you’re right. 

Even though a customer who bought a Murphy bed likely won’t buy another one for a long time, if ever, the seamless, personalized experience is top of mind when the time comes to find a new piece for their home office. You don’t have to do the math to know those repeat visits and purchases are good for business. Thanks, smart personalization.

No matter the scope and depth of your ecommerce platform (and remember, these days you better have one or you’ll get left behind) smart personalization and accessibility only serve to improve the experience. After all, when you make life easier for your customers, they’ll reward you with continued business. And last time we checked that’s pretty high on every brand’s list of goals.

What are you waiting for? Let’s connect and talk about the perfect ecommerce solution for your business.

Latest Articles