Dynamic content requires dynamic data.
Another key component to delivering personalised customer experiences is the ability to create dynamic and engaging content. Here again, it’s the backstage data that helps drive deeper personalisation.
Retailers that can assemble offers dynamically — whether it’s a variety of CTAs, promotional messages or background images — can take personalisation to another level. And the experience can be even more powerful when retailers can do this across channels. A shopper who is in the kitchen section of a department store and receives a push notification on their mobile device for 20 per cent off any kitchen supplies will be more emotionally motivated to purchase. Likewise, online retailers can use real-time data to align the content customers see to their personal buying journey.
Retailers can also use real-time geographic data to present web content that is personalised to the types of activities the user might engage in based on their location. On an outdoor retailer site, if you live near a beach, you might see wetsuits and stand-up paddleboards on the home page. If you live in the mountains, you might be served a lineup of this year’s new models of skis.
Dynamic content creation can also help content be more shoppable. Appropriately tagged data and content behind the scenes allows consumers to view product details and buy buttons on specific products without having to search deep into category and product detail pages to find more information on a featured product. This makes the purchase process easier and more compelling.
For instance, J.Crew’s “shop this look” feature allows shoppers to select an outfit in quick-view and then add pieces of the outfit to their basket directly, without searching for the products in other category pages. Likewise, John Lewis, an upmarket department store in the United Kingdom, offers videos of furnished rooms. While watching, customers can click sidebar photos of the products they want to purchase that they see in the video.
Also engaging for customers is content that escapes the restraints of grids and other traditional designs to connect on a more emotional level with customers. For instance, clicking from a beautifully designed email to the rows and grids of a product page that requires the customer to hunt for the right product can be startling to the eye and a disappointing experience overall.
Now, however, with simple keystrokes and click-and-drag technology, retailers don’t have be so selective about where and when they create more shoppable or visually aesthetic experiences. Thanks to automation, the process is much faster and far less resource-intensive. Most importantly, these types of dynamic content experiences — made possible through the dynamic use of data — allow retailers to build emotional connections and reinforce brand perceptions, encouraging customer loyalty and growing revenue.
Shoppable media sets the stage for an easier buying experience.