You don't need to become Amazon, you just need to study a strategy that suits your business . We have several tools at our disposal, and you don't need to use them all. The risk is to become too aggressive towards the user and we would get the opposite effect to the one we wanted.
As expected, we start with data collection and analysis to better understand our potential customers through profiling . Then, with segmentation , we group our audience into segments and describe the types of typical customers, who will be the target of our marketing strategy. For each buyer persona , we identified needs, fears, values, needs and tastes.
Now we need to create a personalized journey for each of these personas, which netherlands cell phone number list will (hopefully) lead them to conversion. We also need to try to anticipate possible user reactions and prepare alternative routes. All this is the workflow , a diagram that traces the possible journey of a user interacting with our brand.
We have different types of interaction available.
With content personalization , we can plan differentiated communication based on the type of user. We will display different banners, slideshows and communications on our site depending on the segment you belong to.
Product recommendation , particularly suited to the world of commerce, consists of showing the potential customer the products most suited to their needs, also through upselling and cross-selling strategies . Amazon is a master in this field. The experienced seller will never offer a 500 to a couple with children, perhaps he will opt for a station wagon. The saleswoman will advise the customer based on his physique and the occasion of use.
Behavioral messages are communications that appear to the user through banners or pop-ups strictly related to the actions they perform on the site. Some actions trigger reactions, in this case in real time. We can try to convince the undecided and prevent them from leaving the site. If the customer in the store approaches the children's books section, the experienced seller will approach him to inform him about the current promotion on this type of book, observing how the customer moves around the store, in real time.
Email and SMS campaigns to try to re-engage the customer once they have left the site, through personalized offers based on their preferences and search history.
Push notifications are a powerful tool, because they are the only type of communication we can provide for anonymous users, those who do not leave us any contact. They appear directly on the home page of the user's device without the user doing anything, even if the application is not open at that moment.
It seems that through algorithms it is possible to recreate the sensory experience of shopping in stores in the digital world . We can take care of the design of the site to make it more attractive, follow the customer with personalized messages, as a saleswoman or a salesperson would do. We can understand what type of customer we are dealing with, how much they are willing to spend, what their availability is.