Web personalisation is proving to be a game-changer for online retailers in the fashion, jewellery, and luxury industries. According to a recent report by Fresh Relevance, web personalisation tactics implemented in February resulted in a significant sales uplift of 32% for 350 global companies. Out of this uplift, web personalisation accounted for 15%, while cart and browse abandonment emails contributed to 9%. Email personalisation and other triggered emails, such as back in stock notifications and price-drop alerts, each made up 4%.
The impact of these tactics on the financial front is equally impressive. E-commerce businesses that utilized web and email personalisation, along with cart and browse abandonment emails and other triggered communications, were able to generate an additional £316,000 in sales for every £1 million of turnover.
Fresh Relevance CEO and co-founder, Mike Austin, stressed the crucial role that web personalisation plays in driving revenue. He revealed that sales uplift increased by 28% compared to the previous month, with web personalisation leading the way as the most revenue-generating tactic. Austin also highlighted other factors that contributed to the success of online retailers in February, including Valentine’s Day campaigns in the jewellery, luxury, gifts, and fashion sectors. Furthermore, industries like home, garden, and travel benefited from seasonal effects as consumers began planning holidays and making home improvements in preparation for summer.
These findings underscore the significance of implementing effective marketing tactics, with a particular emphasis on web personalisation, for online retailers. As consumer expectations for personalised experiences continue to rise, businesses must invest in technology and strategies that tailor their offerings to individual customers. Through the use of web personalisation, cart and browse abandonment emails, and other triggered communications, retailers have the opportunity to not only enhance customer engagement and satisfaction but also boost their bottom line.
For more information on web personalisation and its impact on online retail sales, you can visit these two useful links:
1. The Potential of Web Personalisation for Online Retailers
2. 13 E-commerce Personalisation Statistics to Know
