Online Shopping Hits Adolescence
It's been 13 years since Amazon.com first started its online shop. Millions of merchants have followed suit, and now we're getting into the awkward stage. Sure, there are many sites (like Amazon) that have matured early, but unfortunately many still have a ways to go before they catch up. As these companies mature, many are looking at personalization as a must-have strategy for the future. At the recent eTail conference, eBay and Neiman Marcus in particular spoke of plans to enhance their personalization features, and integrate on- and offline business strategies. We highlight their plans in today's issue of 1to1 Weekly.
I know that as I've matured as an online consumer, it's still the prospect of a bargain, followed by convenience that lead me to buy online. Personalization is nice, but for me personally it's not the most important thing. What do you think? Do you think online retailers do enough to deliver a more personal experience to key customers? Should they even bother?
 Ebay, Neiman Marcus Stress Personalized Experiences  |
I appreciate personalization, and think it's impertive for bringing customers back since they have so many choices. But personally, I also like to be presented with "surprises" -- things I may not have realized I "needed" until I stumble across them. Yes, in the offline world, I will always reach for the Dawn or Shout or Kleenex at the grocery store, but I will also always stroll the snack aisle for the latest new goody that I absolutely have to try. I want that experience online as well. I haven't been on the site in a while, but Bombay Company's Bombay Kids site, when I visited there a few times in the course of decorating my daughter's room, did a great job of making relevant suggestions in areas that weren't originally on my list, like lamps and desk accessories that match kids' sheet sets.
It seems obvious that it is better for both the shopper (more relevance) and the merchant (higher chance of conversion), given hundreds of products that could be presented, to present the expert's navigation to the expert and the beginner's to the beginner, or to present the sweater in the price range I normally buy ahead of the sweater in the price range I never buy, or to present the product ratings and recommendations of people like me rather than those of people with different values. This is today's personalization at its best -- and it boggles my mind why it wouldn't be everyone's goal.
Cliff Conneighton
SVP Marketing
ATG