Make mobile the cornerstone of eCommerce personalization efforts

June 21, 2018

By now, merchants are well aware that mobile eCommerce is central to the omnichannel shopping experience. Especially crucial is mobile’s potential as a source for the data that powers relevant personalization — so merchants implementing personalization technologies should adopt a “mobile-first” philosophy and include mobile sites and apps as part of the rollout.

Mobile shopping continues to soar, with some 28% of all online sales expecting to originate on mobile devices this year, according to data from Business Insider. Furthermore, measurement firm comScore found that more than three quarters of shoppers’ interactions with brands now occur on mobile devices, giving merchants the opportunity to engage with consumers as they research prior to store visits, in the aisles, and elsewhere on the go.

With this surging usage, merchants have been ramping up to meet shoppers’ growing expectations for engaging mobile eCommerce experiences and streamlined checkout processes that mimic mobile-first innovators such as Uber or Groupon.

As part of these upgrades, merchants would do well to integrate personalization technologies into their mobile offerings. The ability to deliver singular, relevant shopping experiences is increasingly important for shoppers, who say it’s important for merchants to personalize content and offers across touchpoints. The 2018 Kibo Consumer Trends Report found that more than half of shoppers are influenced by personalized content throughout the path to purchase — from the home page to the cart and checkout.

Merchants who’ve responded to shoppers’ expectations for tailored offerings report increases in traffic and sales, with over half of merchants realizing conversion rates at least 50% higher for personalized offers versus mass promotions.

When it comes to mobile eCommerce, personalization can not only boost conversion rates and revenues; by delivering real-time personalization, merchants can increase relevance across the entire omnichannel experience.


As long as merchants heed industry privacy standards — including the new GDPR legislation in Europe — and seek permission to collect data, they can maximize personalization opportunities on mobile such as:

  • Locator services for store outlets and more. Merchants can draw on cell phone location data to serve information about inventory and localized specials at nearby stores — not just on the product page, but via personalized search results and in listings of in-store events. In addition, geographic location can influence tailored recommendations to reflect local climate variations, as well as regional events and demographics (such as college students in a university town).
  • Specialized in-store browsing. By detecting whether shoppers are using in-store wifi networks, merchants can deliver a differentiated mobile experience tailored to in-aisle needs, from a bar code scanner to easy coupon retrieval to a store map to precise directional navigation to individual items.
  • Email. More than half of all email messages are opened via mobile devices, which means that merchants should not only be designing responsive email templates, but incorporate personalized recommendations and content in promotional campaigns. Tailored triggered messages when shoppers abandon shopping carts, complete their first purchases, or sign up for deals and updates can spur mobile shoppers to re-engage with the mobile eCommerce website.
  • Time-saving preferences. To save shoppers extra taps and multiple mini-keyboard inputs, merchants can use personalization tools to incorporate saved criteria such as preferred sizes or categories, while recommendations and re-order prompts based on stored order histories can help speed the purchase process.
  • Social media connectors and promotions. The majority of social media interactions, from Instagram to Facebook and Pinterest, occur on mobile devices — so merchants who incorporate eCommerce personalization for their smartphone offerings can build a seamless record of interactions from their social outposts through to the eCommerce site, and use the data to deliver ultra-relevant products and offers.
  • In-app experiences. Merchants who’ve developed custom mobile apps should incorporate personalization into specialized app tools or content, from augmented-reality visualizations for planning furniture purchases to daily content tips personalized via a customer profile questionnaire.  


How are you optimizing mobile to create one-to-one shopping experiences?