Your browser is currently blocking notification.
Please follow this instruction to subscribe:
X
Notifications are already enabled.
X

Why Personalised Shopper Journeys Are D2C’s Secret Sauce For Success

Why Personalised Shopper Journeys Are D2C’s Secret Sauce For Success

Today, with more people shopping online than ever before, the expectations from a D2C brand have increased exponentially

77% of customers have chosen, recommended, or paid more for a brand that provides a personalised customer experience

Let’s explore the thread tying together India’s most successful D2C brands

A sleek and efficient website, a cult community of loyal shoppers and robust engagement on social media channels were the trademark qualities of a prolific D2C brand, before the pandemic. Today, with more people shopping online than ever before (2.14 Bn people are expected to buy goods & services online globally in 2021, up from 1.66 Bn in 2019), the expectations from a D2C brand have increased exponentially. 

Shoppers want nothing short of a perfect experience while shopping online. This means that when a shopper visits a brand’s website they don’t want to just see products that are relevant to them but want to tap into a highly engaging and interactive experience that is tailor-made for them. According to Hubspot, a massive 77% of customers have chosen, recommended, or paid more for a brand that provides a personalised customer experience. 

And the ROI of brands offering shoppers personalised experiences has been paramount: the Kibo Consumer Trends survey revealed that personalised homepage promotions influenced 85% of consumers to buy while personalised shopping cart recommendations influenced 92% of online shoppers into purchasing.

Let’s explore the three ways D2C brands can benefit from offering a personalised shopping experience:

Repeat Shoppers

44% of consumers say that they will likely become repeat buyers after a personalised shopping experience with a particular company.

Personalisation across touchpoints like push notifications, homepage, product discovery pages, emails and more creates a unique experience for every shopper. Availing personalised and joyful shopping experiences steer shoppers away from marketplaces and pushes them to shop directly from a brand’s website. 

Speaking at The D2C Summit by Inc42, Amuleek Singh Bijral, CEO at Chai Point, an Indian cafe chain that provides tea-based beverages, which recorded a revenue of around INR 1.3 Bn in 2019, said “By going native we really began understanding our customers & could personalise their journeys. And now, we have close to 69% repeat customers!”

Roadmap To The Future

79% of organisations that exceeded revenue goals have a documented personalisation strategy.

Brands like Nike have been able to exceed their expected revenue goals primarily because they created personalised experiences keeping the next generation of shoppers — Gen Z that accounts for 40% of global consumer shopping with $143 Bn in buying power – in mind. Having grown up with Netflix and Spotify, Gen Z shoppers are used to extremely individualised experiences online. 54% of Gen Z value personalised shopping experiences in growth markets, and 43% in mature markets.

Being agile and future-forward is a key requisite for every D2C brand, and the best way to check this box is to cater to Gen Z by offering them uber personalised experiences online.

The Extra Mile

81% of customers want brands to get to know them and understand when to engage with them

Think automated chatbots greeting a shopper by their first name, and guiding them through their shopper journey – or a virtual dressing room with personalised models to try clothes on online! Add-ons and interactive tools have transitioned from being mere perks to must-haves. And these tools that bring a layer of engagement give D2C brands a leg to stand on, to compete with discounts offered by marketplaces.

To get shoppers coming back for more, personalisation has to become the core of a D2C ecommerce business – however, the biggest challenges with personalisation are gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%).

Note: The views and opinions expressed are solely those of the author and does not necessarily reflect the views held by Inc42, its creators or employees. Inc42 is not responsible for the accuracy of any of the information supplied by guest bloggers.