How to Deliver Personalization in a Cookie-less World.

Changing Times 

Historically, data acquisition and data management have supplied key insights into consumer behaviour. Reliance on cookies and Google Analytics have helped brands learn about customers, without the need to come up with strategies or garner data themselves. 

As we approach 2023, times are changing for brands and consumers. Multiple sources for insights and cookie-driven performance for media and CX are ending.  We are entering a phase where: 

  • Cookies are outlawed 
  • Privacy is critical 
  • The pool of data formerly at our fingertips is monetized without any pass-through. 

Retailers and big brands are being forced to assess ways to better capture owned data and invest in new opportunities and improvements to retain and convert customers. 

At the same time, consumers are connecting with brands through touchpoints including: 

  • Targeted performance ads 
  • Media channels 
  • Social commerce 
  • On-brand-owned properties and websites. 

 

The Personal Touch 

The expectations and demands of customers have evolved to the point where they expect their shopping experiences to be in line with their wants, needs and demands in a manner that is organic, seamless and frictionless. Recent behavioral reports suggest 90% of consumers find personalization appealing and 80% say they are more likely to buy from brands that execute it in a perceivable manner. 

For brands to survive and thrive, personalization must be used to engage with customers and to create and deliver experiences post-click and on-site. To do so, brands must learn how to capture, organize and leverage data. 

 

Are You Ready to Apply Personalization? 

Your ability to execute personalization will depend on how capable and mature your platform is, combined with the richness of your data.  

Building personas is a great initial step. Identifying the micro clusters of consumer types allows you to gather key insights into preferences, behaviors, likes and more. Use these insights and your consumers will find relevant items faster, engage in preferred content more often and are more likely to come back for more. 

 

Can Your Brand Go Further: Hyper-Personalization 

Brands must also look to the future and consider enhanced customer engagement, utilizing advanced tech that will provide: 

  • Facial recognition and voice recognition on site. 
  • Instantaneous price tolerance assessment. 
  • Expansion of channel personalization and predictive shopping, accompanied with real-time promotions and pricing offers, plus content serving based on historical and real-time data. 

 

Increase FLOW Through Personalization 

Big brands and smaller retailers alike are discovering they must provide multi-faceted brand engagement, inclusive of personalized moments. The engagement needs to be: 

  • Relevant 
  • Reliable 
  • Convenient 
  • Meeting customer expectations. 

Our ecommerce proprietary approach, known as FLOW OS, evaluates more than 400 data points across every key moment of the path to purchase. FLOW OS highlights the elements of purchasing that create friction and must be addressed. 

 

Reasons to Be Cheerful 

This may all sound daunting but there is no need to start from scratch. Brands can look at their existing analytics pipeline and build on it, with the help of expertise in D2C ecommerce from Reprise. In addition to FLOW OS, Reprise uses tools such as the Precision Content Engine to build custom ads for every individual, ensuring the right content is delivered to the right consumer on both media and on-site experience placements. 

For further information on how Reprise can help you harness the power of data for Personalization, read our full guide. 

Check out our blog to read more eCommerce insights, or get in touch today.  

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