Karen Urquhart 6 minOct 3, 2023
When you visit a winery, it's not just about tasting amazing wines; it's about immersing yourself in an unforgettable experience. You take in all of the amazing aromas, soak in the beautiful views of the vineyards, and enjoy the personalized attention that leaves a lasting impression. In the world of wine, the customer experience is everything; it's what makes a winery truly memorable. Now, as you step into the world of e-commerce, you should be asking yourself: why should the online customer experience be any different?
Just as visiting a winery is about more than wine tasting, online shopping should be about more than just making a transaction. It should be an immersive experience that engages the senses, provides a visually appealing aesthetic, and offers personalized attention, tailored to the customer. Much like the winery staff who guide you through the tasting process, your e-commerce store should have individualized content to enhance the shopping journey from start to finish.
In this blog, we'll explore how you can increase your online sales through personalization by mirroring the exceptional experiences your customers enjoy at your winery on your website.
When it comes to online shopping, one word reigns supreme: personalization – But why is personalization the key to success in e-commerce?
Studies have shown that customers are 4.5 times more likely to add products to their cart and 4.5 times more likely to complete a purchase when the online shopping experience is personalized. Imagine the potential for your winery's online sales when every visitor feels like the website was designed just for them.
Take Amazon, for example, where a staggering 35% of their sales stem directly from personalized product recommendations. Or consider the Netflix model, which thrives on personalization. Their algorithm-driven suggestions for what to watch next have revolutionized the way we consume content, making every user's journey unique and enjoyable.
Now, let's explore how Commerce7's personalization feature can help your winery harness the same power of tailored experiences to increase your online direct-to-consumer sales.
The personalizations feature on Commerce7 gives you the ability to deliver one of a kind content to each customer on your website. Whether a visitor is exploring your website for the first time or is a club member, personalizations allow you to align the content displayed on your website with their unique relationship with your brand. This level of customization fosters a more engaging and relevant online experience, making each customer feel valued and understood. By using personalizations, you can create an environment where customers are more likely to connect with your brand and make informed, satisfying purchases.
Personalizations have three tiers:
Let’s break down each one to get a better understanding of how it all works together:
A personalization block represents a specific section of your website where you can display unique content to each customer. You have the flexibility to generate multiple blocks and position them at your discretion across your website – though we recommend starting with your homepage. What appears in a personalization block depends on two factors: the various options (content) available for display within the block and the associated conditions that dictate which option is shown.
Options are the content that can be displayed within your personalization block. The option displayed within a personalization block depends on the conditions you establish and whether the visiting customer fulfills those conditions. Based on these criteria, one of the available options will be shown to the customer within the personalization block on your website.
Conditions are the criteria a customer needs to meet to be shown one of the options within the personalization block.
Personalizing the online shopping experience is easy on Commerce7, and can be done in three simple steps.
Before any personalized content can be added, a Personalization Block will need to be created for each "area" that you want to display customized/personalized content. ie. "Homepage Banner", "Footer".
Now that your Personalization Block is set up in your admin, you just need your designer to add the widget to the website where you'd like the content to display. This is a very straight-forward process, and your designer will be able to do it quickly and with ease. You can find our “How to” instructions to send to your designer here.
For each Personalization Block that you've set up, and had implemented by your designer you need to add options (content) and conditions to target it to a specific segment of customers under Marketing > Personalizations.
The big question when it comes to creating content for your personalization blocks, is what customer segments do you want to target? There are so many different kinds of content and segments that can be used, from offering a customer a discount during their birthday month to promoting an upcoming event to local customers or simply displaying a customer's next club shipment. The possibilities are endless, but luckily, we’ve created a boilerplate template to help simplify the process. You’ll find eight easy to implement content options, and their associated conditions that you can use in a personalization block on the home page of your website to create a one of a kind customer experience.
By creating a website that caters to each visitor's unique preferences, and relationship to your brand you can improve your customers' shopping journeys, and in turn, drive more DTC sales. By leveraging Commerce7's user-friendly personalization blocks, you can tap into the power of customized experiences, guaranteeing that every online guest experiences a website that feels like it was designed exclusively for them!
Remember, it's not just about short-term gains; it's about building long-term connections and creating personalized online experiences that not only make your customers feel valued and understood but also encourages them to return time and time again.
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