By Maria Haggerty, President, Dotcom Distribution
Personalization is the name of the game in e-Commerce. Recently, luxury eTailer, Gilt, announced the addition of a “Your Personal Sale” page – a page that uses an advanced algorithm to present users with personalized sales based on purchase history, geographic location and other variables.
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Although online retailers don’t have to retool their homepages or radically alter their business models to offer the personalization features customers desire, it’s important for every eTailer to identify creative ways to give customers more personalized shopping and buying experiences.
Improving Personalization In The Warehouse
When it comes to personalization, sophisticated e-Commerce technologies clearly have their place. As the logistics provider for vineyard vines, Birchbox and other savvy online retailers, my company, Dotcom Distribution, has seen how important automation and other tools can be in the creation of highly personalized shopping experiences.
But technology isn’t the only way to improve personalization. In fact, there are several easy things any online brand can do in the warehouse to improve the personalization of the e-Commerce experience.
1. Bonus Gifts. Everyone loves to receive free, unexpected gifts. But for e-Commerce customers, receiving a bonus gift that is personalized to their needs and preferences is a memorable event that will have a meaningful impact on their future buying decisions. For example, if your brand has a medium-sized shirt that won’t sell, consider throwing it in the package as a bonus gift for customers who have previously purchased shirts in that size.
2. Handwritten Notes. Handwritten letters and notes have gone the way of the dinosaur. But customers place a much higher value on handwritten materials than they do on notices that have been generated via electronic automation. By using pen and paper to craft a handwritten thank you note for first-time customers, you can differentiate your brand from the competition and make a fantastic first impression when they receive your note with their shipment.
3. Sample Packs. Samples are an easy way to create added value, while at the same time motivating customers to make future purchases. But rather than simply tossing random samples into the box, consider tailoring sample packs to customers’ unique buying preferences and order histories. Your customers will appreciate the extra attention and you can dramatically increase the likelihood that your samples will eventually translate into additional purchases.
The problem with many e-Commerce personalization features is that they blend into the background. Customers often take sidebar product recommendations and other features for granted, limiting the effectiveness of these strategies for improving loyalty and other key metrics. But by making an effort to create a more personalized shipping and delivery experience in the warehouse, you can quickly draw much-needed attention to your brand’s personalization efforts.
Maria Haggerty is President and Founder of Dotcom Distribution, where she has played an integral role in developing and defining all aspects of the operation. Her strategic leadership helps the Board and senior management establish long-range goals, strategies, plans and policies. Maria has developed the systemic infrastructure necessary to provide timely and accurate analysis of budgets, financial reports and financial trends to the Board, senior executives and clients. While at Dotcom, she has developed an environment of continual improvement through education of department managers on the relationship of process improvement and the financial issues impacting their budgets.
