Ecommerce personalisation
What is eCommerce Personalisation and Why Is It Important?
eCommerce personalisation is the practice of tailoring the online shopping experience to match each customer’s preferences, behaviour and needs. Instead of offering a one-size-fits-all journey, personalisation uses data to display relevant products, offers and content at the right time. From targeted discounts and dynamic product recommendations to personalised emails and flexible pricing, this approach creates a shopping experience that feels more human and intuitive. It’s similar to the personal touch you'd expect from a shop assistant, guiding customers, anticipating their needs and helping them make better decisions. By making the experience more relevant, personalisation can increase customer satisfaction, build trust and ultimately lead to more conversions and stronger brand loyalty.
How does personalisation benefit eCommerce businesses?
The advantages of eCommerce personalisation go far beyond aesthetics. When done well, it can directly influence key business metrics:
- Higher conversion rates: Showing the right products to the right people makes it more likely they’ll make a purchase.
- Increased average order value (AOV): Tactics like personalised upsells and cross-sells encourage customers to add more to their basket.
- Improved retention and customer lifetime value (CLTV): When customers feel understood and valued, they’re more likely to return and stick with your brand.
- Greater customer satisfaction: A personalised experience feels smoother and more enjoyable, which can boost engagement and long-term loyalty.
- Enhanced word-of-mouth and advocacy: Loyal customers are more likely to recommend your brand, helping you reach new audiences organically.
In competitive markets, personalisation can also help brands stand out and grow their share of voice by delivering content and offers that feel genuinely useful, not generic.
How can you implement personalisation on your website?
There are many tools and strategies that make it easier to personalise a shopper’s journey. Examples include:
- Personalised product recommendations
- Targeted discounts or promotions
- Dynamic pricing based on behaviour or location
- Interactive quizzes to guide product discovery
- Targeted email campaigns and abandoned cart reminders
- Personalised customer service chat
- User-generated content tied to customer interests
One example is Verve Coffee Roasters, which offers a quiz to help customers find their ideal coffee blend. It’s a fun, engaging way to capture customer preferences while introducing them to suitable products.
How do businesses use data to power personalisation?
Effective personalisation relies on smart use of customer data. This typically happens in two main ways:
- Segmentation: Grouping customers based on factors like demographics, order history or browsing habits. For instance, showing seasonal products based on location or offering accessories that complement a recent purchase.
- Predictive forecasting: Using behavioural data to anticipate what a customer might need next. For example, a customer buying prenatal supplements might later be shown pregnancy-specific products in anticipation of their changing needs.
The more touchpoints you personalise, from first visit to post-purchase emails, the more seamless and rewarding the experience becomes. When done responsibly and transparently, personalisation not only benefits customers but also helps businesses grow sustainably.
