Eager to know what 2019 holds for the world of e-commerce? TotalRetail.com posted an article on the five key e-commerce trends that promise to fuel retailers worldwide in the coming year. One trend in particular is exactly what Throtle has been saying, that customers demand a personalized experience.
TotalRetail Article States:
Customers Demand 1:1 Personalization. Consider these findings: 91 percent of consumers are more likely to shop with a brand that recognizes them and provides tailored recommendations based on their previous history, and 40 percent have left a site that overwhelmed them with irrelevant options. Many businesses are risking turning consumers off while they perform A/B tests and manually adapt their site in an attempt to appeal to their target demographic.
So how do brands and marketers create a personalized experience for each and every customer? The answer is identity resolution.
Identity resolution is foundational for uncovering customer insights. It requires collecting and connecting (matching) data to individual customers, and then activating that data to engage them at the right time with the right message.
Think of identity resolution as an elaborate jigsaw puzzle where each interconnecting puzzle piece contains an element of information that helps brands and marketers accurately identify the customer behind any screen or device. The explosion of devices and touchpoints, combined with siloed or inaccessible data, has left most organizations with only a fragmented view of their customers, an unfinished puzzle.
Pertinent data on these puzzle pieces includes everything from names, email addresses, physical addresses, phone numbers and cookies, to social handles, mobile device IDs, demographics and lifestyle traits, regardless of whether or not the user has logged in to reveal their identity, even in an otherwise anonymous setting.
Organizations that have successfully adopted identity resolution are able to more easily collect customer profile information across a wide range of sources and manage it in a single location. Having this information provides insights that can be used to more effectively engage customers at the right time, in the right place and with a relevant message. It also provides more accurate and holistic tracking capabilities that contribute to better measurement and analytics.