Author: Sally Hooton

Personalisation is no longer optional for retail companies that are serious about future-proofing their online strategy, according to findings in a new white paper by digital performance agency, Found.

Specifically, with the widely anticipated slowdown in ecommerce growth predicted over the coming years, getting the right content, to the right people, at the right time has never been more important for online retailers looking to achieve increased sales and conversion rates as well as heightened customer loyalty and long-term spend. However, it’s clear there’s a long way to go before the industry fully realises the potential of personalisation, with Econsultancy alone revealing that while 96% of retailers believe personalisation makes good business sense, only 6% have a plan in place to actually use it.

Tina Judic (pictured), managing director of Found, said: “As an industry, we are now moving away from static, heavily-scheduled campaign planning and delivery, to instead embrace more instant and agile activity which enables more intuitive response to customer need. And it’s the need of this now always-on consumer that is the driving force behind this major shift.

“With growing numbers of consumers expecting, and deliberately looking for, more relevant and tailored customer experiences, irrespective of device, time or location, it’s clear that personalisation is no longer optional for any business looking to maximise all that digital has to offer.”

Customer expectation of online retailers

Found’s white paper lifts the lid on the current resurgence of customer expectation for more personalised relationships with their favourite brands and explores the technology, approach and the impact of personalisation for businesses focused on brand stand-out as well as return on investment. Written in conjunction with personalisation specialists, Monetate, the study equally dispels any misconceptions over how personalisation works and gives practical advice into how it can be integrated into existing marketing campaign strategies.

Personalisation is now a key consideration for any business and the white paper – Personalisation: Future-proofing your Ecommerce Strategy – shows how one-size-fits-all marketing is fast becoming a thing of the past. It also reveals how once over-protective privacy shields appear to be coming down with more and more consumers realising the benefits of sharing their data to receive more relevant products and services.