Reload is a chance to press refresh on what’s next in eCommerce, bringing speakers and panellists from across the eCommerce space together for a day packed full of industry insights and inspiration. Thomas White, Account Executive at Klaviyo joined us to deliver his top tips on creating the perfect personalised experience for your customers. Missed the big day? We have everything you need to know rounded up here.
According to Thomas, a recent study from the BBC found that an overwhelming 70% of customers crave deeper, personal connections with the brands they shop with. Signing up to a newsletter for 10% off might not be enough anymore as personalised experiences dominate as people want to be treated as individuals, backed up by ample marketing data.
How do you build a meaningful relationship with a customer if you don’t get to know them? This is where data can be a valuable entry into understanding what makes your customers tick, what they want from you, and what they didn’t think they needed but now do. Put your brand front of mind for them.
A fast way to find opportunities for personalisation is segmenting your data into demographic, location, browsing history, purchase history, predicted data, or whether they’re subscribed or not. From here you can see where personalisation can come in, and with Klaviyo the data is easy to interpret and gives good grounding for you to start putting personalisation into action.
Creating automated flows between your business and customers, interacting with it is becoming increasingly vital to stay ahead in eCommerce. Using a Welcome Series emailer, or follow up on abandoned baskets and browsing can boost your click rate, and bring in extra sales through having a meaningful connection with a customer.
In February, Klaviyo launched its AI-powered suite of tools which gives retailers a faster way to work, and frees up time for dreaming up new possibilities for their business. Predictive analytics can deliver more relevant forecasting, anticipate product recommendations, and predict opportunities for revenue. Flows can be quickly produced with generative tools for email subject lines and SMS campaigns, and quickly create audience segments to send them too. Finally, testing with AI means faster results and optimisations, with smarter A/B testing, display options, and guided warming to make sure emails land in the right inboxes.
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