You remember the personalised service you got a couple of weeks ago at a restaurant by your waiter? It makes you remember that restaurant and likely to go back and recommend this restaurant, right? The same concept applies online.
It’s one of those buzzwords that marketers use, but few really understand how to implement or use effectively.
One segment of Sitecore’s ‘Sitecore Experience 2019‘ focused on personalisation, hugely popular with over 60% opting to sit in on this seminar.
Of this 60%, only one business identified themselves as having an effective personalisation strategy in place. Few stated they knew where to start planning an effective personalisation strategy for their business, while the majority of the audience wanted to implement it but had no idea where to start.
With some of the smartest digital marketers in one room and for such a massive buzzword in the Marketing industry, these numbers were surprising.
Imagine navigating a website that is tailored to your individual needs…
Say I’m going to a department store website for the first time and I’m looking for a birthday gift for my mom. I browse around and land on several pages but then see the birthday girl peeking over my shoulder at my screen so I quickly exit.
Next time she is out of the room, I go to the same website and because I have shown an active interest in women’s perfumes I am going to be shown a modified home page and subsequent pages with content around what I’ve shown an interest in.
This is personalisation at its most basic form.
Sitecore has this feature built into their platform and is something all businesses should be taking advantage of now.
It is important to take it slow and get the necessary expertise to implement personalisation in the most effective way possible. It is definitely not a one size fits all and it is something that will constantly be changing as you learn more about your customers, but it is most definitely something to start implementing now.