Strike a blow with personalization
Do you not apply personalization in the sale of your products? Then you miss out on a lot of income. The sales world is becoming increasingly personal, including online. There are so many different web shops and products, how do you ensure that consumers choose you? Personalization is a big factor here essentially.
How is the market structured?
Personalization is not only important for the D2C (Direct to consumer) market, it is also increasingly applicable to B2B (business to business). For example, a recent survey by Smarter HQ showed that 72% of B2B customers only want to do business with a company that sends personalized messages. It does not matter whether the person looking for your products does so privately or from a company, he or she remains an individual person. This means that a personal approach is always strong. Make your company feel familiar to the customer.
No target group stands still in time, which is why you and your company must grow along with the developments that are taking place. Otherwise you will fall behind. For example, almost everywhere it is now expected that a product can be delivered within 24 hours, and most emails address you by your first name. Don’t you do this? Then it stands out.
This means that you cannot have your website and strategy ready for 10 years at once. You don’t have to adjust it every month, but keep an eye on the trends and keep innovating your marketing strategies. Don’t lose sight of the market.
What is personalization?
Personalization starts with discovering your target group. When you respond to this and address customers personally… then you are personalizing. The research you do into your target group is therefore also very important. Find answers to questions such as:
- How do my customers find my products?
- Why do they buy my products?
- Are the customers satisfied with my service?
- At what point do most customers drop out?
Answers to questions like these can be found through methods such as surveys, reviews, and analyzing your own data.
How far does personalization go?
Personalization can be applied to many aspects of your sales process. First and foremost, your webshop. Here you can recommend products in addition to the products that the consumer has in the shopping cart. Did you know that it is even possible to adjust the homepage of your web page to the preferences of the specific website visitor? This way you can ensure that the right products reach the customer without them having to specifically search for them.
In addition to these options on the website, one of the most important aspects is your communication with the customer. This is not only done through customer service, but also via email. Make sure that your customer is aware of his order and any interesting promotions. Even promotions can be automatically tailored to the customer by looking at their search and purchase history.
What do you need for good personalization?
Data is extremely important if you want to personalize. You don’t want to base your hard work solely on assumptions, but on facts. A PIM system can support you with this. With a PIM you have all product information in one central place. Here you can, among other things, enrich product information, check quality and forward the data to other sales channels. The latter is especially interesting because you want to sell your products in places where your target group can be found. A PIM makes maintaining all these different channels a piece of cake!
There are also many other options to discover regarding personalization. Everyone is always trying to take it one step further. For example, think of Bol.com sending a personal package when something went wrong with an order, the image of Coolblue or a personal gift that you receive with your purchase.
When you apply personalization in your company, you will generate more turnover and your customers will be more satisfied. A win-win situation! Do you have any questions about this, or would you like to know more about PIM in general? Please feel free to contact us, we will be happy to help you with free advice!
