Back to blog home

How to craft a personalization strategy fit for omnichannel

illustration of a mobile product page with a customer lifecycle dropdown menu. the menu options are ‘first-time customer’, ‘second-time customer’ and ‘loyal customer’. above is the nosto logo.

This blog is an excerpt from our latest ebook “The Metaverse of Now: how hyper-personalization is bridging the retail divide” by Ryder E-commerce by Whiplash partner Nosto, an integrated suite of data-fueled personalization and merchandising solutions.

The scope for personalization is only growing as technology advances and customer expectations demand online shopping experiences be intuitive and aid discovery. 

But are brands fully embracing its benefits as omnichannel shopping becomes the norm?

The dos & donts of personalization in e-commerce

Personalization comes in all kinds of shapes and sizes. So, what personalization tactics are worth investing in – and which are not?

Try to avoid one-off personalization placements, like a tick-the-box recommendation on a product page, or an optimized hero banner on a home page, with no bigger picture. 

These are fine if you’re experimenting for learning purposes. But remember: personalization efforts should derive from your overall strategy, informed by your priorities and broad problems. 

Personalization should also work in tandem with your technology stack to achieve mutual goals, which is why a software solution with good third-party integrations is essential. It’s imperative to leverage data between your personalization vendor and the rest of your business platforms to deliver consistent experiences across channels—as customers expect. 

Also, brands must be careful not to underestimate the power of same-session personalization. Using real-time data to enable your campaigns to adapt as a shopper browses lets you strike while the iron’s hot, not once their interest has gone cold. Don’t fall into a rut of solely relying on historical and existing CRM data; instead, have your site pick up shopper signals (behavioral data) of an intended purchase as they browse (such as clicking and viewing products, adding items to their cart) and have your campaigns adapt to these in real-time.

Nosto: The full personalization toolkit

We have a broad suite of personalization products at Nosto, and we’re often seeing clients create some pretty impressive shopping experiences.

One particularly progressive example is from fashion-forward clothing client, Princess Polly. They’ve tailored their homepage to surface specific content to a segment of customers who have shown affinities toward “curve” category products through a combination of our Content Personalization and Product Recommendations solutions.

Meanwhile, we have already touched on the need for omnichannel delivery. Integrating online with offline experiences is within reach with a commerce experience platform that captures data for use elsewhere to encourage customer retention. One cross-channel personalization experience Nosto allows for is enabling product recommendations rendered on-site at the merchant’s digital storefront to also be used in other content like print materials, as our client GLO Skin Body is currently doing. This is enabled through an integration we’ve built with Retain.me, and works by empowering clients to:

  • Access data gathered by Nosto through a token
  • Obtain the ID of on-site recommendation
  • Enter the data and ID into their system (Retain.me)
  • Print the images of the pulled products onto their material

Pretty neat, right?

New to personalization?

Don’t worry, mirroring your on-site personalization efforts with physical promotions isn’t your typical starting point! But what will help is quick-win ideas to get you on the road to better ROI—such as setting up Best-Sellers and Trending Now features. Not only are these a great way to target first-time visitors (most likely the majority of your traffic) but they also work well pretty much anywhere on your site.

There are plenty of best practices to learn, too. For instance, making sure you set up fallbacks for any personalized campaigns when the data required for them simply isn’t available. For example, you might have a Recommendation feature that surfaces your shoppers’ recently viewed items—but what if they’re yet to click on any products? You need a plan B, such as surfacing your Best-Sellers in these instances.

Nosto + Ryder E-Commerce by Whiplash: Enabling smooth shipping experiences from browsing to delivery

As competition in e-commerce heats up, there’s growing pressure on merchants to offer more than the bare necessities during browsing and fulfillment. Customers have come to expect a series of seamless touchpoints – from the moment they enter your website to when their order finally arrives on their doorstep. To make this a reality, you need an ecosystem of reliable partners that can support you both before and after your customer makes a purchase.

Nosto and Ryder E-commerce by Whiplash are aligned in their mission to offer merchants tailored customer experiences that build customer loyalty and engagement. From advanced personalization techniques to end-to-end customization during the order packing process, Nosto and Ryder E-commerce by Whiplash are the ideal partners to assist you in building more responsive, personalized brand experiences.

the metaverse of now: how hyper-personalization is bridging the retail divide
ryder by whiplash e-commerce ad
ryder by whiplash e-commerce ad
ryder by whiplash e-commerce ad
ryder by whiplash e-commerce ad
Ryder-animated-photo-homepage
Ryder-animated-photo-ecom-tech
Ryder-animated-photo-ecom-fulfillment
Ryder-animated-photo-order-fulfillment
ryder-animated-illustration-homepage
ryder-animated-illustration-ecom-tech
ryder-animated-illustration-ecom-fulfillment
ryder-animated-illustration-order-fulfillment
ryder-static-woman-homepage
ryder-static-woman-ecom-tech
ryder-static-woman-ecom-fulfillment
ryder-static-woman-order-fulfillment
ryder-static-apparel-homepage
ryder-static-apparel-ecom-tech
ryder-static-apparel-ecom-fulfillment
ryder-static-apparel-order-fulfillment
ryder-static-illustration-homepage
ryder-static-illustration-ecom-tech
ryder-static-illustration-ecom-fulfillment
ryder-static-illustration-order-fulfillment
Ryder-static-hands-homepage
Ryder-static-hands-ecom-tech
Ryder-static-hands-ecom-fulfillment
Ryder-static-hands-order-fulfillment
Latest content
Partner Announcements
zonos partner ad
trynow partner ad
loop partner ad
ecocart partner ad
corso partner ad
clearco partner ad
whiplash and justuno partner banner
ryder ecommerce by whiplash and omnisend partner banner
ryder ecommerce by whiplash and nofraud partner banner
ryder ecommerce by whiplash and nofraud partner banner
zonos-sm
trynow-sm
loop-sm
ecocart-sm
corso-sm
clearco-sm
justuno-partner-banner
partner-omnisend
partner-nofraud
partner-channelape
Share
your brand fulfilled
your brand fulfilled
your brand fulfilled
your brand fulfilled
Ryder-animated-illustration-homepage
Ryder-animated-illustration-ecom-fulfillment
Ryder-animated-illustration-ecom-tech
Ryder-animated-illustration-order-fulfillment
Ryder-animated-photos-homepage
Ryder-animated-photos-ecom-fulfillment
Ryder-animated-photos-ecom-tech
Ryder-animated-photos-order-fulfillment
Ryder-animated-half-page-homepage
Ryder-animated-half-page-ecom-fulfillment
Ryder-animated-half-page-ecom-tech
Ryder-animated-half-page-order-fulfillment
Ryder-static-photo-homepage
Ryder-static-photo-ecom-fulfillment
Ryder-static-photo-ecom-tech
Ryder-static-photo-order-fulfillment
Ryder-static-illustration-homepage
Ryder-static-illustration-ecom-fulfillment
Ryder-static-illustration-ecom-tech
Ryder-static-illustration-order-fulfillment
ryder-your-brand-fulfilled-homepage
ryder-your-brand-fulfilled-ecom-fulfillment
ryder-your-brand-fulfilled-ecom-tech
ryder-your-brand-fulfilled-order-fulfillment

Like or follow us on your favorite social channel for all Whiplash content releases.

Related Posts

Get in touch to see what we can do for you.

Contact Us - Bottom
* Required

We help emerging and established brands deliver their brand experience.

288 Mayo Ave., City of Industry, CA 91789

877-901-6472

fulfillment@whiplash.com

Copyright Ryder E-commerce by Whiplash 2022. All rights reserved. Use of this website signifies your agreement to the Terms of Use and Privacy Policy.