Personalization has always been important to sales in the broadest sense. Consider the times you enjoyed shopping the most when a store made you feel welcome. Perhaps a terrific salesperson not only assisted you in locating the item you were searching for but also suggested alternatives or add-ons that enhanced the value of your purchase.
The key to bringing wonderful shopping experiences to the digital world has been personalization in e-commerce as more and more buying has gone online, a trend hastened by the pandemic. B2C retailers elevated customer expectations and set the standard for all e-commerce, including B2B sales, as they were among the initial adopters of digital personalization methods.
Take a look at these statistics on e-commerce personalization from McKinsey:
Consumers want businesses to provide personalized encounters, and 76% of them become irritated when they don’t. And compared to ordinary players, companies that thrive at personalization bring in 40% more money from those operations. So if you want to increase your B2B sales, then you must partner with a b2b eCommerce personalization company that provides an excellent integrated software solution for personalization.
Customers who shop online today anticipate personalization. There are many use cases for enhancing the sales process with personalization throughout the full customer journey in the B2B market, where the purchasing process can be particularly complicated.
A personal email address or a handwritten letter wrapped in a shipping item are just two examples of how personalization may be done in various ways. The ideal customer journey incorporates personalization at every stage to draw in new consumers, keep them interested while they’re there, increase conversions, and foster loyalty. Ideally, this strategy generates repeat business and cultivates brand evangelists.
Here are some ideas for e-commerce personalization that will benefit B2B companies by increasing conversions and enhancing marketing agility.
Inform consumers about new products: the shopping carts upsell
Linking personalization to an enjoyable purchasing experience can encourage good attitudes toward your brand. For instance, finding a new product you adore while shopping in a physical store can be quite exciting, especially if you weren’t even aware you were looking for it. Because it appeals to our most primal inclinations as hunters and gatherers and offers us a sense of success and luck, for many individuals, that is half the fun of shopping. Additionally, it forges an instant bond between the customer, brand, and retailer.
Replicating that spontaneous shopping experience with your e-commerce software is one way for online consumer retailers and B2B sellers to increase conversions and gain devoted customers who frequent your e-commerce website.
Making the e-commerce equivalent of the product displays a physical retail shopper might see at the checkout counter—the assortment of unusual gadgets, accessories, and delicious treats you didn’t come shopping for but now can’t live without—is a terrific approach to obtain immediate benefits from personalization.
When items are added to the customer’s shopping cart, pop-up recommendations that are highly targeted can be delivered using website personalization techniques. The pop-ups display similar products, such as accessories or other things from the same brand, that the buyer may have missed while shopping.
Personalized content can be delivered by using e-commerce intelligence.
For B2B clients, in particular, a large portion of the internet shopping experience has frequently been more of a search function than a shopping one. The problem is that people are avoiding many fantastic things they may have bought if they had known they were offered. B2B e-commerce vendors can benefit from the website personalization examples provided by their B2C retail competitors, both offline and online, in this field.
The home page is where e-commerce customers make their initial contact.
Your customer may visit your website in search of a specific item. Still, your product catalog likely contains tens, if not hundreds or thousands, of unique things they might completely overlook if you don’t make them aware by using personalization.
With personalization, you can transform any material or banner into dynamic content customized for and specially designed for each user visiting your website. Based on the customer’s on-site behavior, clicks, and location, the customization engine collects real-time data while they shop (geospatial data). These details offer hints as to the tastes or demands of the customer and can suggest the categories of goods that could be most pertinent to them.
To give highly relevant, dynamic content on your homepage, AI in e-commerce combines that important information with additional data, such as recent fashion trends, industry trends, or the season in their area.
This material could include new products or point website users to relevant pages, such as a section tailored to their audience or instructional videos for the things they’re considering. The information a company gathers over time about the purchasing patterns of its clients offers priceless insights into specific user preferences and aids in making AI even more precise and responsive.
Your marketers can produce customized content for targeted audiences based on signals like implied occupation or users’ preferences for particular styles, brands, price ranges, or even colors with the aid of a customization engine that aids in the collection of this data. With the help of this information, conversion-boosting advice and “special offers” like discounts can be sent out.
This affinity strategy enhances the number and quality of interactions, immediately driving improved customer experiences and enabling your company to track shifts over time and quickly adapt to changing user preferences. This is just one of the numerous advantages of customization in e-commerce.