Personalisation in the e-shop can be done by price, brand, product type, practically by all parameters that the customer can choose. It is also possible to send targeted reminders , for example when it is expected that the customer has run out of the product. This principle must be set differently for each type of product in e-commerce : for a pharmacy, we can set a reminder of the next purchase, for example, if the customer buys joint nutrition for 3 months, we will send him an e-mail in 80 days to order it again.
Personalization is brilliant from a business strategy and marketing perspective, but it comes with a number of technical challenges. For example, many companies have more than 1 e-shop. A big problem is the diversity of systems and products. For functional personalization, it is necessary to have a perfect XML feed . This feed connects to the personalization system. We cannot apply the same personalization logic to every e-shop, at least because of the different product offerings.
Most companies are also concerned about the high initial employment database investment. In reality, personalization systems cost around ten thousand crowns .
"And we're only talking about e-shops. Personalizing websites and their content is challenging, which is also proven by research among marketers," says development manager Tomáš Odl .
In practice, we encounter the fact that companies do not have data available to personalize at least partially. Without data, it is practically impossible to set personalization variables. At AITOM, we personalized websites one by one , personalized content is displayed after the user logs in. For other clients, the ratio between investment and potential profit was not interesting enough.
Difficulty of personalization
Personalization options
Theoretically, we could divide personalization into stupid and smart. As a stupid personalization, imagine that you recommend random products from the same category to customers as similar goods in an e-shop.
Smart personalization is one that has meaning and added value. You offer the user the same brand of product, in a similar quality and price range, and so on, as similar goods.
Today, there are professional programs (for example, Persoo ) that provide personalization. Supplier companies then simply deploy them on an e-shop or website. These softwares track users and at the same time reflect our preferences, for example, they prioritize products with better margins as part of upselling.