How do you feel when you visit a store and the attendant calls you buy your name? As you match towards the shelves, you receive a text with an offer on certain products. Also, upon exit, you get a message thanking you for shopping with them. Such experience is enjoyable. You feel as part and puzzle of that venture. When it comes on the online arena, the same is expected. Your customers expect to earn recognition and get personalized services and offer.
With multichannel retailing as the new way of doing business, personalization is becoming a cornerstone. Regardless of the number of channels you are using to drive your sales, you must ensure personalization services is your slogan. But why does it matter? Here are the reasons:
Customers will always shop on abusiness they can relate with
Personalization is the door to harnessing your customer relations. You as a customer, you will go back to a business that treats you as one of the stakeholders. You will not pay attention to a business that treats like a second option even after visiting it on several occasions. Personalization acts as a relations building block. When you serve your customers as individuals rather than using a general approach, you become part of their lives. Hence, as a multichannel retailer, you must aim at offering unified and personalized services to your customers across the selling channels.
A chance to harness your brand loyalty
As you know, customers buy products they have adequate information. You cannot go shopping for any new product despite its price being affordable. You love familiar brands and ready to use an extra coin on them. Brand loyalty is an essential component of your business. Customers who are loyal to you will always support your business regardless of the prevailing season. But brand loyalty does not come automatically. Rather, it is a product of a strong relationship with your customers.
Personalization is one of the building blocks in the brand loyalty enrollment. If you offer personalized services to your customers, they will fall in love with your brands and remain loyal to them. Hence, as a multichannel retailer, you need to prioritize personalization to win customer loyalty.
In a word, personalization is critical in online success. Particularly when you venture in the multichannel e-commerce sector, you must work hard to ensure your customers receive personalized services. This way, you will enhance your sales and add bulks on your business account.
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— Michael Grange (@mdgrange) 8 de noviembre de 2017