Create Relevant Marketing By Understanding Your Customers’ Shopping Personalities

Create Relevant Marketing By Understanding Your Customers’ Shopping Personalities

I like my Band-Aids with the Hello Kitty design, and I’ve spent more money than I’d like to admit on indie artist-licensed iPhone skins. Subaru sucked me in with their First Car Story animation app, and it seems like nearly every consumer-facing industry is banking on my desire to customize everything.

It’s clear that advertisers and retailers are looking for new ways to create unique user experiences, especially ones that take into account the diverse personalities of their customers. In order to deliver a tailored experience or unique product to each and every shopper, retailers need to have a way to organize their shoppers into different groups.

These groups can be built around people’s shopping personalities, the specific products they’re shopping for, where they live, and even how many times they’ve visited a website to look at a certain product. Simply gathering information about how many people are visiting a site and how many pages they visit doesn’t help to understand the types of buying behaviors these people exhibit when they’re shopping online. These statistics also don’t show which factors actually play a role in them making the decision to click “buy” and become a paying customer.

This is where behavioral marketing becomes crucial in optimizing your marketing efforts.

Real-time data about the buying behaviors of different types of shoppers on a site is invaluable when you’re working to create relevant ads that will increase conversion rates and average order values. This behavioral data is also extremely helpful for increasing engagement rates for your brand loyalty program and email/newsletter sign-up efforts.

When retailers know what people want in an experience with their brand, or if they can narrow down the shopping patterns or ingrained behaviors within a particular group of site visitors, then it’s possible to start serving extremely relevant ads and offers – marketing messages that are designed specifically to drive conversions.

I recently wrote an article about 10 unique online shopping personalities, and while information like this is definitely interesting, data alone doesn’t drive sales. You have to be able to act on the information and launch campaigns that are relevant while your visitors are still shopping.

People want personalized experiences and it becomes even clearer when you look at the numbers from the June 2011 e-tailing group and MyBuys “Closing the Cross-Channel Gap” survey:

  • 66 percent of respondents think that stores in which they are part of the loyalty program should give a more personalized shopping experience to them than those where they don’t participate in the organization’s loyalty programs.
  • 50 percent of consumers think the brands they shop should offer promotions and merchandising tailored to their past purchasing and browsing behavior.
  • 42 percent said they would value a retailer or brand more if it remembered their buying and browsing behavior from where they have shopped before.

These responses, however, only tap into the most basic level of how a retailer could customize a shopper’s experience. It’s really amazing what’s possible if you choose to get creative in how you group your shoppers, and what types of ads you show each group.

Think about what might happen to sales revenue in the following situations:

  • A swimwear company could present a “Sunshine State 15% Off Bikini Sale” for all the women currently on their site who live in Florida and have put $75 or more worth of bikinis into their shopping cart.
  • An electronics retailer could message a special, “$10 off your next purchase if you write a product review!” to all visitors on their site who looked at a product more than three times in the last week.
  • A car rental company could offer an “Upgrade Now” deal to anyone who has visited their site two or more times in the last week and is looking at Economy Class cars.

By being able to group certain types of shoppers together and present them with customized messaging, retailers will start to see increased sales and engagement rates. With behavioral marketing capabilities, you can deliver messages on your own site instantly with Real Time Offers™. Or you can serve an ad to shoppers after they’ve left your site with a retargeting campaign designed to bring them back to your site.

Folica, a leading online retailer of hair and beauty products, wanted a more personalized approach to engage with and reward their loyal “Elite Members.” In contrast to standard loyalty programs and offers that give everyone the same rewards, Folica used our Behavioral Commerce Platform™ to identify and segment shoppers based on their past purchases and immediately act on this insight.

This marketing campaign resulted in a 68% uptick in conversion, and shows that the possibilities are literally limitless when you begin to creatively segment behavioral data and then act on it in real time.

Dowload the Folica case study

by Aubrey Beck, Content