Adopters of ecommerce software have found that they have the framework needed to create an engaging digital storefront. Too often though, ecommerce vendors can become complacent with the interface of their website, allowing a "good enough" mentality to influence changes – or a lack thereof. With today's sophisticated ecommerce software, online businesses have the tools to craft a store that caters to the individual and provides a one-of-a-kind, personalized experience. Taking full advantage of those resources is up to the organization, however.
The goal of any ecommerce business should be to replicate the one-on-one, personalized interface of a physical store as closely as possible. It is far too easy for businesses to view customers as faceless visitors, especially given the relatively low conversion rates across the industry. However, advances in data analytics have lead to software that can be integrated into a store's website for assessing various aspects about a visitor, providing a fuller customer profile.
Practical eCommerce recently spoke to Monetate CEO David Brussin about what steps vendors can take to personalize the shopping experience. He said that depending on the location of a customer, online stores can display different browsing and search results. For instance, a customer browsing an online clothing shop from southern California may be shown different styles compared to someone in Minnesota.
Past purchases could also be used to provide customers with a more personalized experience. If a particular customer has repeatedly shopped for items of a certain style or brand, businesses could personalize marketing emails to him or her highlighting similar products. Collective Bias CEO John Andrews suggested that ecommerce vendors use social media to further personalize the shopping experience, according to BizReport. By engaging with and connecting to customers through social media sites, businesses can obtain an inside look at the various products and services that interest them. Customers can directly or indirectly communicate exactly what they want to vendors through sites like Facebook and Twitter as well.