What Is End-To-End Personalization?
A recent article noted that “…today’s shopper no longer tolerates siloed channels or touch points. They want a consistent experience across the board that provides real-time personalization.”
This quote sums up the importance of end-to-end personalization, an approach that uses personalization to influence the customer journey at every juncture and opportunity.
Presently, there are five stages to end-to-end (E2E) personalization, and they aren’t all content-based or marketing-related, and instead include transactional and fulfillment exchanges as well (seen in the accompanying image).
In each phase of the customer journey, it’s important for retailers to assess the different experiences that their customers and prospects undergo and how the different stages relate to one another.
Retailers should think about how they’re acquiring customers and optimizing their ad spend, which ladders into the engagement phase, where they need to consider complex customer intent and use 1st party or 3rd party data to create a relevant experience. Once the customer decides to make a purchase, it’s important to deliver a frictionless experience, with orchestration on the backend, that leads to optimized fulfillment. Only then is it possible to expect re-engagement to occur.
Getting Started With Personalization
Benchmarking Success With Meaningful Metrics
Before you create an effective personalization strategy, you must establish a baseline to success. The best way to do this is with meaningful benchmarks. Any focus on metrics must tie back to your company and team KPIs such as conversion rate, add-to-cart, and bounce rate.
Good metrics have the following qualities:
- They can be influenced through the implementation of personalization
- They improve business results
In order to make the metrics even more valuable, however, think about them in two ways: internal benchmarks and external benchmarks.
Internal benchmarks are necessary to track your progress over time. Once you establish a baseline of performance, you can look for improvements or declines in performance to help understand which changes are working and which could be improved. Internal benchmarks can help you figure out if a dip in inbound traffic corresponds to a publicly announced change to Google’s search algorithms or a change in the data used for segmented ad targeting. They’re also necessary so you can measure changes made to the design of your ecommerce website, or if you change platforms.
External benchmarks help focus your testing and optimization efforts. Suppose your add-to-cart rates are 49%, but the industry averages are just 4%. That would suggest that you’re already doing great with that metric, and that it might make more sense to focus on those where you’re performing below your peers.
Building an End-To-End Personalized Journey
To further illustrate the kind of impact an effective strategy can yield, here are examples of E2E personalization across the five phases of the customer journey.
How a Unified Commerce Platform Can Help Your Personalization Strategy
Modern consumers don’t forgive brands for not recognizing them on a mobile experience, or not acknowledging a recent purchase in one-size-fits-all promotions. That alone is justification enough for a unified personalization strategy.
Bringing disparate data points together to create a single view of the customer, orchestrating order management to empower customers with seamless purchase and fulfillment, providing ever-improving experiences by incorporating real-time inputs—these are all important components of modern personalization.
End-to-end personalization shouldn’t be just a moonshot goal, it can be a reality grounded in organizational action. In fact, many retailers work with Kibo today for our modern platform that delivers a unified shopper experience from beginning to end.
Kibo’s modular design allows you to get started with personalization and testing at the right fit, and grow over time as needed.
With Kibo, you can:
- Incorporate new data sources and connect to other platforms in your stack easily with our open, flexible architecture.
- Add new channels to your mix as you mature your strategy.
- Open new fulfillment options like curbside pickup with precision as you bring digital and store operations together.