Blog Post - Minos Makris, Apr 20 2016

​Personalising the Mobile & Web Experience

​Personalising the Mobile & Web Experience

More customers are using online channels to place their orders; which means that merchants have the potential to gather powerful insight into each customer’s interests, browsing and buying patterns. We call upon successful practitioners to share their experience in exploiting the true relevance that these analytics enable them to apply across the online experience. From tailored product selection and deeply relevant offers, delivery choices and more – Salmon, a Wunderman Commerce Company, aims to help brands prioritise their digital development to deliver the strongest ROI over the immediate and longer term.

“As more shoppers turn to mobile, it has never been more important for brands to meet consumers where they live. Three quarters of store shoppers currently use their mobile devices instore and savvy retailers are leveraging this trend to implement beacon technology and make shopping in bricks-and-mortar stores more like the web. Brands can create immersive shopping experiences using location-based targeting to help customers navigate large stores or shopping centres and receive personalised offers on their mobiles. Moreover, retailers can gather data on shoppers’ instore habits, matching them up with consumers’ online personas to unlock additional context about the shopper and track the entire customer journey across various platforms. This will help improve customer service whilst giving brands invaluable data for shaping their future marketing strategies.

Here’s the thing: recent research has revealed consumers believe retail is the least trusted sector when it comes to using personal data, with 30% believing it is guilty of using data without consent. Whilst some consumers may be willing to share their information, they might not always be aware of it happening and so the responsibility falls on retailers to be more open about how, when and why a customers’ personal data is used. Retailers can contribute to the bigger picture by being more transparent and making data-sharing an attractive option, for example by openly bargaining with consumers to exchange their data for tailored rewards. It is this transparency that will help to reinstall confidence in the public that their favourite brands are using their information wisely and to their benefit, whilst through intelligent data analysis and strategic use, retailers can simultaneously enjoy the benefits.”

“Consumers respect and return to brands that deliver outstanding levels of service and make their busy lives easier; fitting in, rather than adding to. Retailers need to harness the lucrative customer insights they aggregate from mobile and online channels to create strategies which offer customers targeted and personalised offers to continuing their shopping experience post-purchase.”

“Respect is key, and smart retailers will aim to achieve a positive balance by being respectful of their customers, typically playing it conservative and cool in their approach on personalisation. At certain parts of the journey, it might at times result in a less personal service, but you’re safeguarding the customer from feeling like you’ve crossed a line. And acting creepy and invasive with your customers is an area to avoid.”

“When retailers use data to drive and automate decisions for consumers without consent or without applying some human discernment, they open themselves to crossing the line. Consent is the keyword here and it’s a major factor in inspiring what’s being heralded as the next phenomenon in digital: programmatic commerce. Brands will do well to keep their customers on-side before their customers hand over decision-making to machines.”

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