Here are some highlights from our recent webinar, in which we looked at how fashion brands are using personalization.
According to Accenture, 75% of consumers are more likely to buy from retailers who personalize their customer journey.
It can be a challenge to put Personalization into practice, but the rewards are there for retailers who can do this effectively.
Here are some great examples from the fashion retailers. For more, you can view the full webinar at the foot of this article.
Thread personalizes the customer journey from the moment visitors land on the homepage. It’s a bold approach, as it asks the customer to do a lot of work before they even get to see any products.
Thread asks visitors for gender, favourite brands, preferred looks from a range of images, sizes, date of birth and more.
It helps to build up a picture of the shopper’s preferences which should make the products shown more relevant.
So, having chosen my preferences, I’m shown only items that match my profile, and in the right size. These preferences are also used to email me weekly recommendations.
It’s an interesting model. It’s bold, as it asks the visitor to spend a lot of time on selecting preferences, and to sign up, before they even get to browse the site.
For this reason, quite a few visitors may abandon rather than go through this process. However, those that do complete it will have given the retailer some valuable data which they can use to provide accurate product recommendations.
ASOS takes a simpler approach, asking visitors if they want to shop in the men’s or women’s sections. This preference is then remembered for subsequent visits.
[one_half_last]ASOS also uses personalization on product pages to help customers find the right fit. So, having entered height and wait, and other brands used, ASOS can recommend the best size for me. This information is then used on other product pages as I browse the site. As the majority of fashion returns are fit-related, this is helpful for the customer and retailer. [/one_half_last]
[one_half]Personalization for email requires the relevant customer data, and the right content to be able to show thousands of different products to different people depending on their behavior and preferences.
It can be a challenge to implement, but the results can be worth it. Personalized email campaigns generate 30% more revenue for many retailers, but just 3% are doing it successfully.
Tommy Hilfiger sends personalized emails to shoppers who have been on site and viewed products, but haven’t gone on to add them to their cart.
These browse abandonment emails use customer data on the items they’ve viewed, as well as purchase history, to recommend relevant products.[/one_half]
Ralph Lauren uses customer browse and purchase data, as well as data on best selling product categories to produce personalized product recommendations in its emails.
[one_half]Loyalty schemes and customer accounts enable brands to personalize more effectively and to increase retention rates.
This can be tricky though, as asking customers to register can be a barrier to purchase. People don’t like having to register before they checkout.
Kenzo handles this well, offering people who buy the chance to track their order on Kenzo Club in order confirmation emails.
This means Kenzo can raise awareness of the loyalty schemes and benefits of creating an account without making registration an issue before customers make a purchase.[/one_half]
Three Key Takeaways from the Webinar
1 It’s never to early to get personal.
How can your homepage be more personalized?
2 One size doesn’t fit all.
Fit is the #1 reason for returns; it doesn’t need to be.
3 More data = more personalization.
Accounts and loyalty schemes can help you personalize even more.
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Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.