iOS8 helping retailers maximize personalization efforts
Personalization matters these days.
Andrea Wilson, vice president of strategy and luxury practice lead at iProspect, makes a very astute point – people are very high maintenance. In years past, shopping was an activity in and of itself. People would spend hours going from store to store in malls with their friends and family members. Now, shopping is something people squeeze in when they find the time for it, while they are watching television in their homes or via a lunch break at work.
Thus, merchants need to do a better job of catering their offerings to people than they have in the past. People are not making the time to shop like they used to, so retailers must take the lead and provide a highly tailored experience to customers. As Wilson noted, people are loyal to brands that place noticeable value in their patrons.
So, how do retailers offer this level of convenience? A big part of it is personalization. Data exists everywhere, and online retailers have the benefit of tracking it. Acting upon this data gives retailers like RueLaLa.com a chance to differentiate themselves from competitors. “The best way to [differentiate] is through personalization, placing highly relevant products in front of customers rather than expecting customers to find time to go browsing through our app and see if they find anything they like,” said Arash Hadipanah, senior mobile product manager at RueLaLa.com.
Examples of Personalization
The recent release of iOS8 will help retailers with mobile apps, such as RueLaLa.com, enhance the shopping experience with personalization. The iOS8 update now allows retailers to create push notifications for their own apps and offer a seamless handoff feature so shoppers can switch from one Apple device to another and pick up right where they left off in the shopping process. According to Internet Retailer, RueLaLa.com “wants to better personalize messages in the notifications widget to get the most relevant products directly in front of a customer, and it wants to send more personalized push notifications from its app rather than its traditional time-sensitive ones focused on sales beginning and ending.”
Personalization can also come in other forms. For example, one of the most time-consuming and frustrating things people endure when shopping is trying to deal with customer service. Oftentimes, talking on the phone with a representative can feel like playing 20 questions, and take much longer than necessary. But what if retailers could pull up everything they needed to know about customers by matching their telephone numbers with shopper profiles? They could answer questions, make product recommendations and take other actions based specifically on previous interactions.
Having a master data management system is a key component to pulling, managing, and creating one source of customer data that can be used by apps, offers, customer service teams and more.