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BizReport : Ecommerce archives : March 12, 2013

Top 3 personalization tips for retailers

Personalization is fast becoming the mantra of retailers across the web. Offering shoppers details on purchases related to recent buys or simply pointing shoppers back to a page once visited but never converted on can improve overall engagement and conversion rates. One platform takes personalization into the social sphere as well.

by Kristina Knight

John Andrews, CEO, Collective Bias: With Social Fabric, retailers are able to utilize this network by targeting and promoting a specific product or brand. For example, we recently worked with Nestle to promote a specific brand of ice cream. We were able to handpick relevant bloggers and social media enthusiasts who created a word-of-mouth marketing campaign that generated a 37% sustained sales lift with specific brands of ice cream.

Kristina: Is this personalized experience a 'nice to have' but not 'necessary for business' option at this point? Or is the personalization option already a necessary addition?

John: I think it's necessary, primarily in the expanded media reach of a retailers' content. For example, a beauty retailer must be able to have continuous fresh content on visual platforms like Instagram. It's where the consumer is looking for inspiration. Social Fabric is extremely effective in providing the necessary content brands need in order to create buzz and generate brand awareness, which ultimately increases sales. Additionally,
Social Fabric in itself creates an entirely new platform that retailers can utilize to provide more personalized shopping. Retailers can handpick members to create a customized focus group. For example, if a certain product isn't selling, pull together a targeted group from our network, than have these members share their experiences and personal preferences on shopping and brands. Ultimately, this feedback allows retailers to reorganize and shift their approach to better suit the needs of consumers.

Kristina: What are your top 3 tips for retailers in creating a more personalized experience?

John: 1. Pay attention to where your audience is engaging. Create engaging content for them where they are. ASK them what types of content is relevant.
2. Work to kill in-efficient media. Print is dead, email is annoying, think engagement.
3. Get involved. Use the tools, participate with your customers don't just talk AT them, aka - 2001 called and wants its media plan back.

Tags: Collective Bias, ecommerce personalization, ecommerce trends, social commerce, social commerce tips

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