- Sep 30, 2017
- 3 min
- Blog
Challenge We don’t need to tell you that the number of possible ways for a retailer to connect with their customers has mushroomed into a broader array of channels and devices than has ever been seen before. What’s more, in the case of retailers with both a physical store and an online presence, an additional challenge is to coordinate both of these interaction sets in a way that’s seamless for the customer but also maximises revenue.


If you can tick these three things off your list, you’re well on the way to achieving fully personalised customer journeys for each and every customer. 1 - Understand each individual Have they bought from you before, or do they just browse your site? How frequently do they browse/buy? Which items do they view most? Which touchpoints do they use to intereact with you? Which channels are they most responsive to?


AO.com’s John Roberts’ speech at Retail Week’s Tech and Ecommerce Conference echoed the sentiments of the many retailers that we work with, and talk to, each day. Personalisation is crucial to business success. And, yes, it needs to be undertaken in an intelligent way. Retailers ‘get’ that personalisation isn’t just about ‘Dear <Name>’. They’ve moved on from manual segmentation. They know that ‘people who bought this also bought this’ is essentially communicating with a segment that in reality may or may not have the same characteristics.
You may have read Zak Hood of Ellis Brigham’s comments about their personalisation journey with Persomi in Retail Week. Read on to hear the full interview and tips and advice about personalisation and how to ensure that your approach is ‘cool’ rather than ‘creepy’ How do you ensure that consumers are happy to share the relevant data to enable personalisation and is this a big challenge? Customers don’t need to share data for us to be able to deliver personalised content, they just need to accept that we use cookies on our website to improve the overall browsing experience when they visit us online.
Is personalisation on your ‘to do’ list? The retailers we speak to cite the following as the key barriers to getting personalisation up and running. “I know personalisation’s crucial - but I’ve got no time to tackle it right now”. “Lack of budget”. “I’m still figuring out how to personalise across all touchpoints- we use a variety of systems for communicating with our customers”. We’ve listened, and created Persomi in response to this: Swift set up: Our existing clients have been staggered at how little they have had to do in terms of set up.