Can Personalization Impact Digital Commerce Performance?

In recent years, we’ve found a big pivot towards “virtual trade” as a key strategic priority–something that became elevated through the worldwide pandemic. In Gartner’s inaugural Digital Commerce Survey, 86% of entrepreneurs said that getting digital commerce right is the most important thing in driving industrial performance. The essential question then is how can manufacturers get the maximum out of their virtual commerce efforts and capture what seems to be a sincerely exciting growth opportunity?

Of all of the levers being considered, the most promising seems to be targeted at enhancing the consumer experience. More importantly, personalization seems to be a sincerely exciting digital commerce enabler inside that experience.

This does make sense. The greater consumer information and data may be received and used, the top manufacturers can provide greater well-timed and applicable experiences. This may be completed through the transport of real-time delivery, custom-designed content material, and a greater related journey overall.

However, we’re seeing that getting personalization right is increasingly tough for a couple of reasons. First, operationalizing personalization is getting tougher. It’s been difficult to accumulate and use consumer information in the first place; however, these days that mountain has gotten even more difficult to conquer because of developing information complexity, regulations, and privacy concerns.

Secondly, delivering personalization calls for a sensitive balance. On one hand, substandard personalization could have a highly negative effect on the consumer experience. But on the other hand, so too does doing it so perfectly that we supply messages that are viewed as invasive or creepy. In fact, the Gartner 2022 Personalization Survey discovered that the result of over-personalizing is significant, with 37.5% of clients much more likely to prevent doing enterprise with a business who sends “creepy” communications versus “irrelevant” ones.

One Approach That Works

While getting personalization right seems to be increasingly more challenging, the coolest part is that the advantages of getting it right can potentially offer significant benefits.

Gartner’s personalization study, which covered over 20 interviews with marketing leaders and a worldwide survey of 1500 clients who interacted with a customized digital experience, discovered effective personalization powers a capacity uplift of over 30%. However, of all of the distinct tactics presently getting used for designing and deploying personalization, the best one generates the advantages mentioned above. It’s a method we’ve termed “tailored help”.

Tailored assistance or help is a method grounded in supporting clients in their journey to buy in a brand agnostic fashion using only a very limited and restricted amount of customer data and information. It calls for manufacturers to recognize their consumers’ wishes and supply an experience that is easy-to-use, actionable assistance. Ultimately, other studies discovered a basic truth: the more that the brand can assist clients in discovering their wishes and feel in control of making the right choices for themselves, the more likely they’ll praise us for it.

Conversely, the least powerful messages have been ones perceived to be relatively custom designed, however they lack any feeling of assistance. Stated from a different perspective, messages that demonstrate a great deal of customer knowledge and communicate a message that “We know you…” is a definite negative. This type of message additionally runs the potential of being perceived as “creepy” if a large quantity of consumer information has been used.

Some Noteworthy Exceptions

Our studies additionally exhibit a few small vital variations.

First, despite similar result patterns across all industries assessed, some sectors do seem to enjoy greater comfort levels in terms of what data (both volume and type of data) customers are willing to share with them. In economic services, for example, we discovered that clients are almost 70% more inclined to share their personal information in comparison to other industries.

Second, the arena of B2B appears to be more open to a higher degree of personalization than B2C. Furthermore, thorough research and studies show that B2B clients also are more comfortable sharing maximum kinds of information for the reason of receiving a greater personalized experience overall. However, the risk of getting personalization wrong also appears higher, with a higher proportion of B2B customers indicating that they would stop doing business with brands that poorly and/or over-personalize.