E-COMMERCE PERSONALISATION FOR 2014


Marketing & Business
piece written on the 21st January 2014 by  

I’ve heard people say, “this is the year of e-commerce” and “this is the year of mobile” so many times that it’s getting old. Fortunately, I personally feel that 2013 was the year of E-Commerce. I have seen more E-Commerce websites get launched last year than ever in my life before and it’s really fantastic. The problem I’ve found is that the E-Commerce websites being launched are not keeping up to date with the trends and are based on a very standard way of doing things. Whether it’s ignoring the sheer power of search engine optimisation or not understanding that personalisation is the key to real success it’s something else. But today I want to talk to you about a tactic that will bring your E-Commerce website up to speed with what’s happening on the Internet.

Heard of a selfie? “A selfie is a type of self-portrait photograph, typically taken with a hand-held digital camera or camera phone.” – Selfie’s have become to next big thing on the Internet, social media platforms such as Facebook, Twitter, LinkedIn, Instagram and Google+ combined with all the advanced smart phones have driven us to become a society that is not only interested in putting photographs of ourselves online whilst we’re eating breakfast or shopping, but we’re desperate to┬ásee what other people are doing and how they look. The age of text is moving away and the age of visual (photographs and video) is upon us like never before.

Statistics show that the purchasing potential of a person increases with external interaction. What I mean by this is that someone is more likely to make a purchase should they interact with someone else who can offer an opinion on a product. Just think about that for a second, last time you bought something (clothing, perhaps a gadget) did you ask someone else for an opinion? Did you sneak a shot in the change rooms and upload it to Facebook or Instagram for social opinion and support? Did you perform a Google search on the Internet about the gadget to see what other people think? This has always been the case for humans in my opinion, but the Internet has just escalated the ease in receiving social acceptance.

During 2013, and perhaps even 2012 I saw a large number of E-Commerce websites that started to incorporate Facebook Comments on their product pages. The aim? To get positive comments from other people that a potential purchaser could see. A really important ingredient to this is that Facebook Comments show the faces (profile pictures) of those people who leave a comment. This compounds the positive review in that it creates some personality – people look at the photographs of other people and often build a trust through that. This is a wonderful tactic and has proven incredibly useful, but there’s an additional step to be taken this year.

If you run an online clothing store, you’re competing in a very competitive niche and you’ll know that better than anyone. When a person arrives on your website and starts looking at products, it’s that very moment that you have to throw your sales pitch at the person. This isn’t easy, writing that the product is amazing isn’t enough, you need external assistance. I came across a website called Jack Rogers which sells clothing online. What I love about this website and is the inspiration for the post is that on the product pages they display (and accept) photographs of people, take a look:

Jack Rogers

Let me break this down a little for you:

  • When you’re looking at a product on the Jack Rogers website, you’ll see photographs of REAL PEOPLE wearing the product that you’re looking at.
  • Jack Rogers is also building an incredible database of actual customers who are wearing their products.
  • On top of this, there’s a level of empowerment and excitement which assists with Jack Rogers receiving all these photographs.

The idea is brilliant, just brilliant.

Curation of fresh and unique content distributed around the social networks and then furthermore it’s brought back onto their website to assist with the sales funnel, all whilst empowering and exciting their customers.

I believe that we’re going to see more and more of this personalisation on websites and those websites that do this are going to take a step ahead of the pack.