Personalization of user experience: the future face of e-commerce

Personalization of user experience: the future face of e-commerce

The trending topic lately has been about “e-commerce personalization.” A discreet notion, unknown and somehow poorly understood. A notion that, after all, embodies the future of online sales. Great e-commerce trends like personalization represent numerous opportunities for e-merchants, and new chances to go deeper into their clients’ expectations and to reinforce customer loyalty.
tailoredUnquestionably, the future of e-commerce lies in predictive analysis, which will have a significant development within next few years, maybe sooner than we foresee it. Web analytics and online sales actors are moving in that direction. Big Data, a major player in this revolution, is drawing a world where hyper – personalization will slowly become a reality and will be a strong competitive element for e-merchants. By the way, we will prefer the term of “Smart Data”, rather than “Big Data”, considering that today data are clever, cross-channel and multi-device. In that evolution – or revolution – human being and Artificial Intelligence’s roles will be equal. In the e-commerce of tomorrow, websites will adapt by their self, autonomously and instantly, for each person, each browsing behaviour and each visit, depending on the time or the weather, according to exogenous and endogenous criteria.

E-commerce is experiencing a real revolution. Linear analysis isn’t relevant anymore to understand user experience. It is becoming essential to analyse and mix a huge amount of data, to identify and distinguish the behaviours on smartphones, tablets, or desktops. Furthermore, it is necessary to consider mouse movements, traffic origins, browsing habits as new segmentation criteria. Understanding in details users’ browsing behaviour is the first step into hyper-personalization. On the other hand, extremely interesting progress in cognitive science, the development of Machine Learning and Artificial Intelligence, will facilitate the arrival of a learning and predictive e-commerce.

New algorithms already offer new, dynamic versions of the website for each user and for each visit. E-commerce personalization will give birth to new economic models and new growth drivers for online sales. Marketers will soon have to adapt to real-time marketing efforts to users’ expectations, in order to deliver the right content, at the right person and at the right moment.

As a comparison, imagine that, while you a quietly shopping in a supermarket walking with your trolley, you are guided depending on your previous visits and on your itinerary, in order to help you with finding more easily the product you need and the one you dream of. This predictive supermarket would remember your latest purchase, to offer you the shorter path, saving your time while preventing you from going to useless areas. The supermarket will transform to suit your desire, depending on your speed, your hesitations, the advertisements you read, the language you speak, the kind of product that you add to your trolley, etc. Here is hyper-personalization: while analyzing your browsing behavior, a smart and predictive e-commerce website will be able to adapt itself to offer you the best customer journey ever!

On the brand side, personalization is a true digital marketing challenge, as it will allow marketers to reach efficiently their customers. On the user side, this will be the opportunity to find well-dedicated content without any loss of time and with a higher service quality. Finally, the offer on e-commerce website will multiply, without making the user suffocate, as he will only see the products that correspond him the best. A vision of future that will soon come to reality!

Authored by: Marine Hortemel

Head of Marketing & Communication