4 Ways to Effectively Use Your Ecommerce Data

4 Ways to Effectively Use Your Ecommerce Data

Ecommerce brands, or any brand with a digital presence, are uniquely positioned to make a killing with their customer data. Online shopping is very similar to browsing in store in that we can track customer movements for meaningful insights. But, rather than analyzing foot traffic, it’s extremely easy to see a clear journey from product to product, page to page. And with 1.91 billion online shoppers and counting, that data can really add up.

Shopping on your favorite brand’s website can feel like falling down a rabbit hole (in the very best way) and during these browsing binges we leave behind a ton of data. Ecommerce data, which can encompass CRM data, site browsing data, and channel feedback data, can enable truly personalized, delightful customer experiences like these — keep reading to learn more.

1. USE ANONYMOUS BROWSING DATA TO MAKE YOUR WELCOME SERIES FEEL TRULY PERSONAL

Talk to your new customers like old friends. Your Welcome Series doesn’t have to be generic, in fact it shouldn’t be. The average open rate for Welcome emails is over 50%, and making these emails personalized only increases click-thru rates and establishes a solid customer experience from the very start.

But, if a customer has just registered, how can you personalized beyond “Hello <First Name>!” and provide real value? Anonymous tracking is the answer. From the very moment a shopper first visits your site, Blueshift can track all their behavior, and then establish clear and constantly updating user preferences and recommendations. As soon as the user registers, the anonymous data is stitched together with CRM data to provide a holistic view of that shopper. There’s no need to wait to personalize, and the customer is instantly hooked.

2. USE AI TO UNDERSTAND CATALOG AND PRODUCT AFFINITIES TO RECOMMEND IN-CATALOG ALTERNATIVES

Customer data is king, but marketing in the ecommerce space can be rendered virtually useless without rationalization against a product catalog. Not all martech was created equal, and many platforms cannot ingest and understand catalog data in relation to customer data. This is troubling condersing 91% of consumers are more likely to shop with brands who provide relevant offers and recommendations.

Let AI do the heavy lifting to push out 1:1 recommendations across every touch point. Blueshift’s Customer Data Activation Platform can ingest data from virtually any source, and rationalize this data to provide the best recommendations for conversion. From email, on-site, to push your customers will be driven down the funnel with recommendations that wow – because we really understand your products and what customers crave.

3. USE GEO TARGETING TO MARKET SPECIALTY ITEMS FOR THE CUSTOMER’S REGION (WEATHER, SPORTS TEAM, ETC)

Once you’ve built out comprehensive customer profiles that house everything from behavioral data to demographic data (and everything in between), you can get very creative with your campaigns. The Blueshift platform features geo-targeting capabilities, and the possibilities for personalization are endless and lucrative. According to Google, 61% of smartphone owners prefer to buy from sites that customize information for their location.

Let’s say you sell jerseys and Shopper Sally lives in the Bay Area. You’re treading a thin line — it’s easy to get her affiliation wrong! Luckily, behavioral data powered with geotargeting paints a complete and accurate picture. Shopper Sally loves the SF Giants! You can now wow her with jersey recommendations in a sea of orange and white before the big game that she’s bound to adore. Geotargeting also allows personalization based on weather patterns and major events too. This capability enables marketers to get a share of event fever, and the short period of time where certain products are in demand.

4. USE AI TO POPULATE CUSTOM OFFERS TO ENTICE ABANDONED CART SHOPPERS

The days of a gentle “Hey! You forgot your cart!” are long gone. Having real-time ecommerce data available makes personalization possible within abandoned cart emails, and it’s becoming essential to conversion. The email can target the user’s last activity on your site and mention the user by name. In fact, personalized emails are six times more effective than emails that are not personalized. Blueshift’s analytic capabilities are also able to segment these users by LTV and other ranking factors to include 1:1 offers alongside recommended content. This means you can reward your most valuable customers with promotions and products that wow — and get them back on site and converted.

Ready to see how Blueshift can transform the way you use your ecommerce data? See it in action and arrange a demo with our team, or learn more about our first-of-its-kind Customer Data Activation Platform and how it’s helped our customers grow.

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