With the increase in online sales, Providing a personalized purchase is no longer a differentiator but a retail necessity. Therefore, the personalized shopping journey is not just a trend in retail, but, an essential strategy for increasing sales on websites, conversion rate and customer loyalty.
At the moment, Artificial Intelligence (IA) is the segment's main ally when it comes to customization. This is what research carried out by Salesforce points out, who consulted more than 150 US e-commerce portals. Personalization allows you to customize customer navigation, making more assertive product and merchandise recommendations.
Even though AI is already in use in e-commerce, The survey shows that this is still a potential to be explored. In the end, purchasing by recommendation has a lot to grow. Despite only 7% website visitors click on recommended products, the conversion is quite significant: the percentage of orders is 24%, representing 26% of the recipe.
Average value 10% bigger
This customization across platforms and websites is the key to profitability. The data shows that 37% of consumers who click on recommendations on their first visit end up returning and engaging with other items recommended by the brand. Like this, purchases via recommendation represent an average value 10% bigger than the others.
Another important fact is that 24% of the products purchased by customers who clicked on recommendations are the same products they viewed through these suggestions generated on the platform. Another characteristic is that the conversion rate is higher for purchases made via mobile devices..
How AI helps retail?
Artificial Intelligence technology enables personalized recommendation launch by collecting and analyzing data based on consumer preferences and behaviors. The purchasing pattern is stipulated through the processing of this information that, plus machine learning algorithms, is based on customer segmentation, browsing history analysis and content-based filtering.
Like this, although it is not new, It is a trend for retailers to increasingly invest and refine their artificial intelligence solutions in different marketing and sales channels. In the end, the study states that it would be possible to identify important customer or visitor data, as:
- Reviews made and viewed
- Previous clicks no site
- Customer demographic information
- Most viewed items
- Etc
Consumers with high expectations
The research carried out by Salesforce brought other important data about purchasing behavior in e-commerces. The report used the scope of 250 million visitors in more than 150 sites and recorded the movement of half a billion dollars gross in goods.
In this way, the report shows that 58% of consumers recognize that digitalization has changed their expectations regarding the interaction between company and customer. That's why, half of this audience is already considering changing brands if their purchase and personalization expectations are frustrated.
The research also points to greater involvement with the product and sales platforms. A visualização de mercadorias está 4,8% largest per product, o que indica melhor exploração dos catálogos. Yet, o tempo de visita em sites chega a 12,9 navigation minutes. This also represents a greater chance of the customer returning to the purchasing platform.
