Personalization: 4 Ways Retailers Can Build Brand Loyalty


Personalization: 4 Ways Retailers Can Build Brand Loyalty

There has been a significant uptick in the number of retailers moving online. With an increase in the number of players in the field, comes the need to distinguish sites from each other. This has become a necessity especially now—at a time when shopper attention is fluctuating and shoppers are not hesitant when it comes to switching to brands that have a greater focus on personalizing the shopping experience.

In fact, shoppers are willing to pay up to 16% for personalized shopping experiences? Shopper experience is now what makes or breaks brand loyalty.

Personalization: Net-a-Porter's brand loyalty program

Net-a-Porter’s iconic loyalty program makes every shopper feel important. Source: ynap.com

It’s a truth universally acknowledged that personalization is the solution for retailers looking to better shopper experience and increase retention. But most retailers are making do with segmentation. Segmentation is not true personalization. Gone is the era where ‘customers also bought’ was the best trick in the book.  So how can retailers make each shopper feel unique? How can they set themselves apart while doing this?

Enter Style Profiles for Personalization, by Vue.ai

By leveraging the kind of data that we are able to collect today, it’s possible to truly understand every shopper, and give them what they’re looking for. To achieve this, Vue.ai builds unique Style Profiles for every shopper. So what goes into these Style Profiles?

  • Behavioral cues—what the shopper is clicking on, what products they’re adding to the cart, the pages they’re looking at and the pages they’re bouncing off of
  • Transactional data—what the shopper has bought in the past, what they’ve returned
  • Demographic data

By addressing these multiple layers of personalization, the on-site shopper journey is completely tailored to every shopper’s unique preferences.

Style Profile—understand your shoppers' preferences

In a nutshell, Vue.ai’s Personalization Suite can—

  • Match the user & product: identify all the attributes that make a product relevant to a shopper
  • Personalize even when there is little data: gauge intent in every click to show shoppers more and more relevant products

Chris Homer, Co-Founder, and CTO, thredUP – the world’s largest online thrift store – said,

“At thredUP, creating personalized shopping experiences for our customers is a top priority. Vue.ai’s AI stylist allows us to personalize the end-to-end customer experience. AI algorithms take into account each individual’s visual style preferences, brand affinities, price sensitivity and more, creating a significant impact on multiple touchpoints in the thredUP customer’s journey.”

Personalization: Adding Value Every Step of the Way

Home Page

No more cold starts. With Vue.ai, there’s no need for extensive historical data. Retailers can use Style Profiles of each shopper to auto-curate products and personalize right from the home page. With personalization from the first touchpoint, retailers can reduce bounce rate, and improve conversion.

Search and Sorting

When two shoppers search for the same thing, the Vue.ai Personalization Suite understands intent and shows shoppers results that are relevant to them, based on their respective Style Profiles. This ensures that they discover products from a brand’s inventory that are most relevant to them. Showing shoppers exactly what they’re looking for can make every search result convert.

Styling and Outfitting

The Vue.ai Personalization Suite gives every shopper the luxury of personal styling by adding a layer of styling expertise to all the products they’re interested in. In fact, retailers can use this at different points in the shopper journey to increase AOV and improve shopper retention.

Personalization: Styling as a value add boosts brand loyalty

Personalization: Styling as a value add boosts brand loyalty

Emails

The shopper journey doesn’t stop with your site. Retailers can personalize promotional emails with products based on shoppers’ Style Profiles—this helps reduce shopper retention costs by a significant percentage. This is a great way to ensure shoppers find their way back to abandoned carts as well.

It’s 2020, and loyalty programs are no longer the holy grail of retention. Think about it; shoppers are willing to pay a premium for great experiences, and loyalty points just don’t make the cut. Instead, making a great impression every time—with a little help from automation platforms—is the way to go. Delighting shoppers with personalized experiences will make sure they come back for more.

Read about Vue.ai’s Personalization Suite here.

Did you find this article informative? Read more insightful articles below:

Customer Segmentation Is Not Personalization

Personalized Styling: Enhancing Customer Retention Strategy

How Instagram And Social Media Have Transformed Store Design

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