How to connect with customers: an insight
Gerald Heath, Commerce Practice Principal at OLR, discusses the importance of personalisation in the latest Internet Retailing.
With more and more people turning to online shopping it has become increasingly important for retailers to connect with both existing and potential new customers.
A recent feature published in Internet Retailing explores the reasons why and also how retailers can gain a better understanding of their customers’ spending habits.
Personalised content is key, with consumers expecting retailers to know what interests them and what they like. Gerald Heath, Commerce Practice Principle at OLR stresses that “Online content has to be relevant and personalised. New technology now makes it easier to do that based on which pages a customer has viewed and tracking them across websites. You can see what they have searched for on competitive websites, for example”
With tools such as Google Analytics, retailers have the opportunity to better understand the interests of both existing high spending shoppers and those who browse but rarely buy which can help match their needs and wants.
“These systems allow you to find a great deal of information about your customers but it needs to be distilled down to identify what is really useful,” says Heath.
Gaining this customer insight is extremely important for retailers, but it does need to be used effectively. The article emphasises the importance of creating a formalised structure for using these insights, instead of treating their marketing channels as an additional way to push product and promotions, which is not what customers actually want. The feature also highlights that sharing this customer data with the merchandise department, rather than solely the marketing department, helps personalise the experience in the physical world as well as the digital.