Personalization is quickly evolving from a luxury to a necessity for online retailers. According to a recent Oracle research titled ‘The New Retail Democracy’, 73% of consumers noted the importance of personalization by demanding that brands must tailor their interactions to the individual interests, requirements and purchase history of their shoppers.
Most successful retail companies, however, would agree that personalization doesn’t stop at your product page. It must not only seamlessly guide your customer through his or her entire shopping journey leading to a purchase, but also encourage repeat visits. Here are six of our favorite online fashion retailers who personalize shopping experiences for their customers:
1. Make shoppers take a quick style quiz to shop from their stylist’s picks – ShoeDazzle
The site prompts new members to take a quick fashion quiz to discover their personal style profile and then go ahead and shop from their stylist’s picks. Over time, the recommendation algorithm gets more sophisticated as it takes into account the members’ prior purchases as well. As a result each member receives a collection of shoes that they feel have been handpicked just for them.
2. Use geolocation to display beauty tips to customers based on the weather – L’Oreal
This French cosmetics and beauty brand, recently used geo-location to provide their customers with relevant content that is key to enhancing their online shopping experience.
The home page of L’oreal Paris featured a callout that displayed the customer’s local weather along with a beauty tip based on the climate around.
3. Provide your customers with a virtual try-on – Warby Parker
Launched in 2010, Warby Parker, an American brand of eyewear figured that most customers wanted to try on the glasses before making a purchase.
This eyewear brand then went on to find a way to make online shopping as personal as possible, by letting customers to either upload a picture of themselves to the website to see how they look in those glasses, or to reach out through social media to ask their friends which glasses do they look best on. Given the impact of social media on e-commerce sales, investing in it will definitely help you build a fanbase.
The brand even provides a home trial program that lets customers to choose five products that are shipped free to their door for them to try on. When they find the eyewear that they like, they can simply mail back the glasses and make an order.This is a great example of how you can engage your customers by tearing down silos between channels.
4. Cross-sell beauty product recommendations within a color palette – Urban Decay
Most cosmetic users typically shop for complimentary shades. Urban Decay, a trend-setting American cosmetics company, makes it easy for shoppers to find products within a range of shades by letting them hover their mouse over a specific product in a particular shade using the color-picker. The website then offers personalized cross-sell recommendations within that color palette.
5. Give your customers a personal stylist and ship them a fully customized wardrobe – Trunk Club
Image courtesy: techcrunch.com
The brand recently introduced many new features in their iPhone app, including letting members send photos of the clothing they like to their stylists, a selection of ‘Featured Trunks’ and a stream of personalized wardrobe recommendations created by their personal stylist based on their past purchases. Once the outfits are shipped to the members, they are given 10 days to try on the items and return those that they don’t like. Only then are they charged for the clothes.
6. Get contextual with product recommendations on how to complete the look – ASOS
One of U.K’s largest online fashion retailer, ASOS, recently launched a new method of recommending item on it product pages. As in the case of other e-commerce websites, ASOS also displays its products using models who are styled with a range of other accessories and clothes that are also available on the site. Additionally it now has a new call-to-action called ‘Buy the look’, that lets their customers to purchase all the items displayed on the same screen.This is a great way of suggesting other items that your customer might want to buy.
Most successful e-commerce companies agree that the need for personalization does not end once your consumer submits a payment. To secure repeat customers, you need to ensure that your personalization strategy maps back to the entire customer lifecycle, right from the first site visit, to the email that prompts a return visit.
About the Author:
Devika Girish is in-charge of Marketing Content creation at MobStac, a mobile commerce platform delivering exceptional mobile apps for ecommerce businesses and consumer brands on HTML5, Android, iOS and Windows. The MobStac platform reaches more than 5 million users worldwide and is trusted by consumer brands across Asia and North America. In 2012, Google partnered with MobStac as part of the ‘Let’s talk Mo’ initiative. The company was founded in 2009 and has offices in Bangalore and New York. Devika writes about everything related to mobile for businesses that enable marketers achieve their goals.
Website : http://www.mobstac.com/