Personalizing the Online Shopping Experience Through Custom CGC: Part 1

It was no surprise to see that online sales over the holiday shopping season were higher than ever. As shoppers continue to shift to online purchases, they also expect more from brands in their online shopping experiences. According to recent research, “77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience” [Evergage]. That’s huge incentive for eCommerce businesses to focus their resources on increasing personalized shopping experience, but many are still lagging behind. According to a study by Infosys, 31% of shoppers don’t feel like their shopping experiences are personalized enough, and at least a fifth of shoppers haven’t ever received personalized promotions or recommendations. That all adds up to a lot of cash that online retailers are leaving on the table.

Add the shopper’s expectation of personalization to their demands for reviews and other customer-generated content, and brands will find a huge area of opportunity. According to our recent survey, 76% of consumers are less likely to buy from a site without CGC, and 73% will even buy a more expensive product if it’s more highly rated. Yet, according to BigCommerce, 69% of online shoppers aren’t getting enough reviews from eCommerce sites, and others say they’d like to see more types of CGC such as images (78%), testimonials (42%), and video (30%).

“77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience”

Many brands still struggle with how to implement more advanced personalization on their sites, but a coupled investment in personalization and high-quality CGC brings big dividends—including an increase in impulse buys, loyalty, and organic reach through recommendations to friends and family and through social media.

When creating a strategy for a customized shopping experience, it’s important to consider three key approaches to personalization:

  1. Customize to the individual shopper
  2. Customize by the brand category
  3. Customize by the product

Next week, we’ll start at the top of this list and discuss on the blog how brands can use customer-generated content to personalize the online shopping experience for the individual shopper. [Update: read the next post here]

Download our free 2019 State of Customer-Generated Content for more insights into making your CGC outstanding.