Two Tips for Creating a Personalized Holiday Shopping Experience
This holiday season, market analysts are speculating how the recent home foreclosures and unstable market will affect the retail industry. Deloitte Research projects holiday sales will be down from 2006 numbers, yet the National Retail Federation anticipates sales will be up 4 percent for the combined November and December period.
Amidst the conjecture, one thing is certain: Marketers that provide a unique shopping experience will attract more consumers and differentiate themselves from their competitors.
For online retailers, this means offering a more personalized shopping experience that enables them to compete with the human-touch aspect their brick-and-mortar counterparts provide. Paul Rosenblum, vice president of marketing for MyBuys, a behavioral recommendation service for online retailers, offers these ideas for providing a unique, more customized online shopping experience for your Web traffic this holiday season.
#1. Listen first. “The key to driving higher conversions and revenues is listening to your shoppers. Understand what they like and what motivates them. Then follow up with e-mails that are tailored appropriately. Get rid of the one-size-fits-no-one newsletter. You’ll be amazed at the results,” Rosenblum says.
#2. Be consistent. “After you’ve successfully piqued their interest with that relevant e-mail, make sure you follow through when they land on your Web site. Don’t show the same page to everyone. Even when two people are looking at the same product, what motivates them to buy can be very different. And the cross-sells, upsells and other product recommendations should change as well. Just as with e-mail, you’ll find that relevance pays,” Rosenblum explains.
He asserts there are several ways to move up the relevance curve. “The important thing is to take the first step and get going. You still have time to make a big impact on your holiday results with easy, low-risk options.”