Online retailers have access to an abundance of consumer data—they can determine geographic location, style choices, brand preferences, and can make fairly accurate assumptions about marital status, family size, and shopping patterns. Through statistical modeling, marketers can build a profile of their customer and determine which products will likely appeal to her.
Now, marketers are starting to mine that data and use technology to personalize the consumer experience online and in-store. And it’s working—retailers are finding that personalized e-commerce approaches are turning shoppers into spenders. “Research shows shoppers who interact with a store digitally and physically during a single transaction are likely to spend two-to-four times as much money as those who interact with just one brand channel. Personalizing the message to the consumer’s needs is a strategy that’s successfully converting consumers,” explains Andrea Van Dam, CEO of Women’s Marketing.
Women’s Marketing offers insight into the latest approaches to personalized shopping that brands can use to successfully reach female consumers when, and where, they are most receptive to marketing messages.
As they develop relationships with consumers, retailers are implementing new omni-channel strategies to build brand awareness and drive sales. Consumers are given personalized shopping experiences and a choice in how they engage with brands—whether through social media, on the brand’s website, in a retail store, or through a mobile app. This allows shoppers to interact on their own terms and lets brands tailor the message to the platform. “In order to succeed in an omni-channel market, brands lead to learn how to personalize their messaging to create relevant experiences for digital audience. Given the rising number of women turning to mobile to research purchases, it’s crucial that retailers become aware of how multi-channel messaging can engage users with their brand,” says Van Dam.
Personalized Retail: Targeted Discounts
Personalization is particularly important when promoting special offers—14% of women said they were interested in receiving personalized offers sent to their smartphones while in-store. This rises to 27% among younger consumers, revealing a greater appeal among Millennials. “The aim of online personalization is to make it quick and easy for the consumer to find the products they’re looking for, while also offering them inspiration and incentives through product pushes and promotional offers,” says Van Dam.
Retailers are beginning to embrace beacons, which ping consumers with digital coupons and push information on new products while they are in-store; the technology can now further personalize shopping experiences by providing suggestions based on previous purchases.
“The ability to customize the path-to-purchase is a win for both consumers and marketers. It allows the consumer to interact with the brand on her own terms and gives marketers the opportunity to maximize conversion by serving her relevant products,” says Van Dam.
Contact Women’s Marketing for a comprehensive review of your media strategy and discover how your brand can use today’s technology to successfully communicate with your customer.
Sources: Mintel Reports Fashion Retailers Get Personal April 2015, Mintel Women’s Clothing May 2015