The race to personalisation

The race to personalisation

Prior to the era of omni-channel, global conglomerates and fast-paced retailing, ‘personalisation’ relied upon a shopkeeper’s ability to provide an attentive service to their customers. A personalised service extended to learnt behaviour, such as remembering to ‘show Mrs Jones the newest range of scarves when she comes in again.’

This article focus on the importance of personalisation by covering four stages of the shopping journey:

  • Reach: Focus on acquiring visitors in the early stages of the shopping journey
  • Act: Leverage the browsing data obtained to encourage further on-site interactions
  • Convert: Support the customer through the checkout process and analyse drop-off data
  • Engage: Increase the lifetime value customers by encouraging continued engagement and repeat purchase