E-commerce Brands: How Can Multi-Channel Touch Points Drive Personalization?

The landscape of e-commerce business has changed dramatically and forever. Consumers today have unlimited access to information that influences their purchasing decisions, such as product features and reviews. In order to personalise e-commerce offerings, predictive analytics and multichannel touchpoints are valuable.

Personalization is key to driving sales and increasing customer lifetime value. To create a comprehensive personalization strategy, brands must integrate every touchpoint into their customer interactions. Deliver high-quality experiences across channels with the right technology and data capabilities.

Data-driven personalization is the most effective way to provide those experiences. When properly integrated across all of your ecommerce touchpoints, it can provide shoppers with a seamless whole-of-marketplace experience.

Therefore, creating and maintaining competitive advantages requires a multichannel personalization strategy. We’ll show you how to adapt your current customer journey, integrate customer data, and collect insights that drive conversions, from developing an intuitive and seamless omnichannel experience to measuring the success of each touchpoint.

To remain relevant, e-commerce brands need to reach shoppers across multiple touchpoints where customers can interact with brands and products, such as websites and apps, marketplaces and social media, and more. These touchpoints generate data on individual shoppers that are scattered across these channels. 

Our e-commerce brands messaging solution at Excelsior Consultancy Services is a comprehensive, fully integrated omni channel messaging service that integrates data from multiple sources to enable e-commerce brands to target and engage with customers across multiple touchpoints such as WhatsApp, SMS, email, voice, and more.

To sell effectively online, brands or e-shopping websites must have access to the right data. Not only do they have ecommerce websites or app examples like Amazon, but they also have third-party marketplaces like eBay and Flipkart. They also require data from social media platforms like Facebook, WhatsApp, and Pinterest, as consumers increasingly use these apps as primary purchasing channels. E-commerce brands can use sophisticated messaging solutions like Karix to consolidate fragmented information from multiple sources and create a comprehensive profile of each customer. With this knowledge, they can create personalised experiences that increase customer loyalty, sales, and trust.

For decades, companies have used hard selling or direct marketing consistently to push customers to make a clear and quick choice. However, this approach does not work anymore for attracting consumers who are already spoiled for choices in an experience-driven market. 

The only way to get their consideration and win them over is through meaningful narratives and the soft power of persuasion. A study by Adobe highlighted that nearly 67% of shoppers today say that when shopping in-store or online, they would like to receive personalised promotions or offers based on spending habits. In brief, retail websites or brands need to move away from generic solutions and bring personalization to the fore to create a memorable impact if they want to unleash spontaneous recall.

Personalization is the new marketing. It makes your company loyal to its customers by delivering what customers want. In other words, personalization can be a strategic advantage for your brand. Personalised products and offers – whether seasonal, special occasion, or one-of-a-kind promotions – are driven by the data you collect about your customers. That’s why e-commerce websites need to move away from generic solutions and bring personalization to the fore to create a memorable impact.

In an increasingly saturated market, personalization is one of the major ways brands are leveraging data for better results and improving customer experience. Leveraging the power of personalization can not just help remove market noise and focus more on targeted communication but also ensure brands are delivering value through unique product offerings, benefits, deals, and discounts. This, in turn, may help retain shoppers despite fast-shrinking customer loyalty. However, this could be an onerous task for many of the 5,000+ active e-commerce startups operating in India. Take, for instance, how data is gathered and analysed by small-to-medium businesses keen to provide a compelling customer experience.

Ecommerce Brands has digitised the process of data analysis to provide small-to-medium businesses with a solution that scales as needed. We take care of analytics, and data gathering, and ensure that your products are visible across platforms. We create an interface for you so that you can easily track your metrics daily. Check out how leading e-commerce brands are using product personalization to drive sales and increase customer engagement.

A company collects and stores customer data from various touchpoints, including all sales channels, intending to integrate it with its data stack to enhance comprehension, communication and purposeful action. But in most cases, technological silos and data scattering/dispersion hinder reconciliation and comprehensive information visibility.

The solution to this problem is big data and predictive analytics. A layered approach of integrating data from these silos, cross-pollinating it across multiple channels, using predictive analytics to automate insights and action quickly and effectively provides a robust customer journey mapping which enables customer personalisation at micro-levels and personalised recommendations thereby creating an engagement loop that is predictive, personalised and ecosystem Agnostic.

As ecommerce becomes more complex, with multiple sales channels, the need for easily accessible customer information grows. The traditional approach to data integration and access is not adequate for today’s modern brands.

Understanding the customer data landscape, especially their differing characteristics and needs, is crucial for an effective customer engagement strategy creation and execution.

To ensure an efficient and unified data outcome for building a holistic customer experience, brands can leverage thirty-party martech platforms like Karix’s Gamooga (its marketing automation platform), Moengage and CleverTap. Karix’s Gamooga is built on AI technology to add intelligence to customer interactions and deliver customer context-aware messages.

The solution uses AI algorithms to generate unique customer segments based on transactional data. It can also be configured for predictive analytics around churn risk profiling, which allows businesses to understand who is at risk so that quality services can be proactively provided. According to Kaul, the response rate post gamification has been more than 20 percent higher than pre-gamification when it comes to cross sales, while the average order value after gamification is three times more than before.