Surely many: because the personalization of the browsing and purchasing experience in an eCommerce passes first of all through the activation of dynamic product recommendations .
Showing customers and potential customers products that are in line with their needs, interests and expectations is, in fact, fundamental to increasing shop sales thanks to the use of dynamic up-selling and cross-selling strategies .
If in the first case, the goal is to stimulate the potential customer to spend more for the product he is looking for , by proposing alternatives at a generally higher price, in the second case the value of the cart is increased by proposing products related to the one viewed or chosen.
Marketing automation for fashion eCommerce: Amazon docet!
If the functionality of dynamic product recommendations is , without a shadow of a doubt, the most used in a marketing automation strategy for fashion eCommerce and web personalization , the reason is, certainly, attributable to their effectiveness in terms of increasing sales and enriching the browsing and purchasing experience of the users themselves.
It is no coincidence, in fact, that Amazon has declared that 35% of its turnover comes from recommendation algorithms and, on average, these manage to bring an increase in turnover of 12%, with peaks, in some cases, of 30%.
From the home page to the product list of anguilla consumer email page, from the category page to the cart page: every section of the eCommerce can be customized with dynamic product recommendations .
The goals?
Increase profits : this is the ultimate goal of any marketing strategy, i.e. increasing ROI .
Build customer loyalty : if we can solve their problem or need, we gain their trust.
Increase the value of the average receipt : making a first sale is already a big step, after we have established an initial contact with the customer, why not try to increase the sales volume.
Increase CLV : considering the difficulty in retaining customers and the increase in the offer, in some cases it is better to focus on existing customers and encourage them to make a second purchase. This means extending the customer life cycle and therefore creating other opportunities for a new conversion. If a customer perceives that we continue to take care of him and offer him personalized offers, he will remain loyal more easily.
Product recommendations for fashion eCommerce: yes, but which ones?
We have well understood the effectiveness of product recommendations and their value within an effective marketing automation strategy for fashion eCommerce , but, during the implementation phase, we must carefully evaluate which ones to use and how.
In fact, there are different types of product recommendations that vary depending on the type of algorithm they use.
