AI and personalization are the buzzwords today, but do they help? The answer is a qualified yes and I’ll explain why.
A lot of stores today use personalization and by that I mean tools that can customize the experience for the end-user. The store owner today is spoilt for choice — there is a personalization tool available at every price point today. On top of this, some tools provide widgets that you can add to your pages. The pricing for these could be on a per month basis, on a page view or even on successful sales.
We have seen customers having mixed results with all of them. Having said that, I don’t think store owners have a choice of not using a personalization tool. This is because as the store grows the need to offer experiences which, if not wholly accurate, at least are reasonably personalized.
A critical and most challenging step towards personalization is to collect essential data points that define the customer’s behavior and buyer journey.
Building a customer persona is the most important step in targeting campaigns and ads to acquire new customers.
Using a personalization tool is also important to make sure that you understand who your returning customers are, what they buy, what products they are interested in, as well as the channels by which they would like to be contacted.
By integrating with your email marketing, you are also making sure that your approach to talking to customers is holistic.