The coronavirus has produced a profound change in the digital ecosystem and in Internet shopping habits. Electronic commerce in Spain has exploded during the weeks of seclusion and is pushing brands towards investment in strategies in this channel, including personalization, which manages to increase the level of sales between 5 and 15%, on average.
In addition, it contributes to increasing the return on investment in marketing between 10 and 30%, according to a study published by Mckinsey. According to various studies, the penetration of online buyers in our country has already reached 74%, 3% more in confinement.
“Faced with this significant change, brands are redirecting a good part of their investments towards optimizing their online businesses,” says Enric Quintero, General Manager of Beabloo . However, the key for e-commerce to offer a good shopping experience is based on understanding the consumer and how they behave in the online environment .
In this sense, the online sales giant, Amazon, already estimates that 35% of its sales are due to the personalization strategy. “The art of personalization in the online environment consists of the user being benefited with content highly adapted to their tastes and needs, in a natural way of offering products or services”, Quintero explains and adds: “Beabloo wants to contribute this value to the customer because, in some cases, the sales improvement ratios that we have achieved have been up to 200%, which has a very positive impact on the business projection of the companies “.
For Beabloo, personalization represents almost 20% of business volume. Many of its customers are not satisfied with online personalization, but rather seek the connection of the physical space with the online space “so that the shopping experience is more sensory and immersive.”
“We have seen in this crisis that those companies that postponed customization strategies have lagged behind those that have already implemented them, which have also obtained an improvement in sales and customer loyalty,” says Quintero.
Getting closer to consumer tastes improves sales
The consumer knows that in physical stores the seller plays a very important role, since by personally serving customers and knowing what their interests are, it helps them in decision-making and improves the shopping experience. However, taking this behavior to an online store involves a series of more complex actions because the contact is not so direct.
Even so, personalization is an increasingly necessary strategy and various studies assess its effectiveness, placing the positive impact of personalization on sales between 5% and 15% . “The art of personalization resides in the immediacy with which the most suitable products are offered to the consumer according to their preferences.
The purchase process is thus transformed into an optimal and fluid experience”, explains the General Manager of Beabloo. Metriplica, Beabloo’s consulting department, currently advises on personalization strategies to large brands such as Camper, Iberostar and Orange and recognizes that personalization as a “fundamental” strategy to optimize a point of sale.