“One-size-fits-all” no longer cuts it—especially in e-commerce. Consumers today expect not just convenience but also a tailored experience from the moment they visit your website or mobile app. E-commerce personalization is no longer a buzzword; it’s a necessity. To stay ahead of the curve, businesses need to have a rock-solid personalization strategy in place.

Understanding e-commerce personalization involves getting to grips with three fundamental components: Identity Resolution, Content Scaling, and Experience Delivery. Let’s delve into each of these essential elements to help you form a robust personalization strategy.

Identity Resolution: Who’s Buying from You?

The first step to a successful personalization strategy is the ability to identify who your customer is. This aspect is known as Identity Resolution. There are primarily three mechanisms through which businesses can achieve this:

1) Shopper Being Logged In

The most straightforward method is when the shopper is logged in, making it relatively easy to track their actions and preferences.

2) Cookies

If the customer isn’t logged in, cookies can come to the rescue. Cookies track user behavior and allow you to form a profile even when the user isn’t explicitly signed in. This is a proven strategy but will become increasingly difficult as Google deprecates 3rd party cookie tracking.

3) Third-Party ID Resolution Services

Lastly, third-party ID resolution services can also be employed to match anonymous web activity with unique identifiers, thereby helping you get a clearer picture of who is on the other side of the screen.

Remember, identifying a shopper is only half the equation. The real key is dynamically segmenting them based on perceived intent. It’s not just about knowing “who” they are but also understanding “why” they are shopping and “what” they are likely to buy.

Content at Scale: Speaking the Language of Personalization

The next essential component is Content at Scale. You must produce content, offers, or experiences tailored by translation, localization, or segment affinities. Simply put, the more markets or customer segments you cater to, the more personalized content you’ll need to create.

1. Total Localization: This involves adapting your e-commerce platform for different languages, currencies, and local preferences. It’s a full-scale approach but can be resource-intensive.
2. Segment Affinities: If you have identified that certain segments are more profitable, you may decide to target them specifically with personalized content.
3. Subset Targeting: For those who want to test the waters before diving in, easing into personalization by targeting a subset of your audience or specific actions they take can be a prudent first step.

Experience Delivery: The Final Touchpoint

Finally, to execute your personalization strategy effectively, you’ll need a sophisticated Experience Delivery tool. This software typically sits on top of your existing technology stack and allows you to tailor the entire customer experience seamlessly.

Popular Tools

• Salesforce Marketing Cloud Personalization (MCP): Previously known as Salesforce Interaction Studio, this is an all-in-one solution for delivering personalized experiences across channels.
• Monetate: Originally acquired by Kibo and then spun out again, Monetate offers a range of personalization options.
• Adobe Test and Target: This tool offers robust A/B testing and personalization capabilities and it’s easily integrated into Adobe Analytics for reporting.

Beyond E-commerce

Don’t limit your personalization efforts to just your e-commerce platform. Personalization can extend to triggered emails, marketing campaigns, and even customer service calls. The whole journey counts.

Final Thoughts

Personalization is essential in today’s competitive e-commerce landscape. It helps you understand your customers, tailor content to their needs, and deliver a unique shopping experience. By investing in personalization, you can not only increase sales but also build long-lasting customer relationships. It’s time to prioritize personalization in your e-commerce efforts.