According to various studies, online shopping penetration in Spain has already reached 74%, a 3% increase during lockdown. “Given this significant shift, brands are redirecting a large portion of their investments toward optimizing their online stores,” says Enric Quintero, General Manager of Beabloo. However, the key to providing a positive e-commerce shopping experience lies in understanding the consumer and their behavior in the online environment. In this regard, the online retail giant Amazon estimates that 35% of its sales are due to its personalization strategy.
“The art of personalization in the online environment consists of ensuring that the user benefits from content highly tailored to their tastes and needs, in a natural way of offering products or services,” explains Quintero, adding: “Beabloo wants to provide this value to the customer because, in some cases, the sales improvement rates we have achieved have been up to 200%, which has a very positive impact on the business projection of companies.”
For Beabloo, personalization represents almost 20% of its business volume. Many of its clients are not satisfied with online personalization alone, but rather seek a connection between the physical and online spaces “so that the shopping experience is more sensory and immersive.” “We have seen in this crisis that those companies that postponed personalization strategies have fallen behind those that have already implemented them, which have also seen an improvement in sales and customer loyalty,” says Quintero.
Getting closer to consumer tastes improves sales
Consumers know that in physical stores, the salesperson plays a very important role, since by personally attending to customers and knowing their interests, they help them in making decisions and improve the shopping experience.
However, implementing this behavior in an online store involves a series of more complex actions because the contact is not as direct. Even so, personalization is an increasingly necessary strategy, and various studies value its effectiveness, placing its positive impact on sales between 5% and 15%.
“The art of personalization lies in the immediacy with which the most suitable products are offered to the consumer according to their preferences. The purchasing process is thus transformed into an optimal and fluid experience,” explains the General Manager of Beabloo.
Metriplica, Beabloo’s consulting department, currently advises major brands such as Camper, Iberostar, and Orange on personalization strategies and recognizes personalization as a “fundamental” strategy for optimizing a point of sale.
Source: puromarketing.com
