Presented by Bloomreach
Since customers want different types and qualities of jewelry and access those products both online and in-store, you’ll want to create a shopping experience that presents your products in an digestible, findable, and personalized way that encourages vast opportunities, but also does not. Don’t overwhelm. You’ll also want to create an experience so personalized that those customers come back again and again throughout their lives. With an increasing number of jewelry brands hitting the market, many companies have begun revamping their e-commerce strategy to meet customer expectations and empower their marketers and in-store staff to better create personalized experiences. If your brand is lagging, it’s time to take the following actionable steps.
Understand your customers – who they are, what they want and where they are going in their journey
Brands are now changing their mindset to accommodate digital searchers, who are driving the commerce revolution. These potential customers can start or end their online journey by visiting the store a few times to try out a product or get inspired. So, marketers, merchandisers, and CRM managers need rich intelligence and actionable insights to make all touchpoints relevant and meaningful to a specific person, not just a general group of people.
Since there are hundreds of different attributes to assess when considering potential customers, this is easier said than done. Combine all of these consumption variables with your product data, and it seems impossible to glean anything meaningful from this overwhelming amount of information. Yet the perfect technology stack will use both product and customer data – or business data – to create highly personalized end-to-end experiences at scale.
Use your business data correctly
If you only have product data, you’ll miss out on personalizing customer journeys, and by only using customer data, you’ll compromise your business’s ability to connect customers to the right products. For example, knowing a shopper’s preference for concealer doesn’t help your bottom line if you can’t direct them to a matching category page. You need the two to work together to form a complete snapshot of who your customers are, what they buy, and how often they buy with your brand.
Use a tech stack to stay competitive
When it comes to using business data effectively, your technology stack shouldn’t start and end with a customer data platform (CDP) that just creates and stores ethically collected data. Instead, invest in a solution that offers a 360-degree customer view, precise targeting, higher quality interactions, and the ability to react quickly to market changes or consumer preferences.