Improving the customer experience through personalization and customization seems to be the underlying trend in our Weekly Wrap Up. Great content is essential to eCommerce success; moreover applying an element of personalization for each customer can positively impact conversion! A study shows, that personalized emails displayed a significant lift in transaction rates and revenue per email, so why are brands not taking advantage? Companies in the food services industry consider ways to improve the customer digital experience. Showrooming is about to get a lot worse as Amazon integrates shopping-by-camera functionality into its main iOS application. Lastly, broadcasting networks offer an element of customization as networks stream the 2014 Sochi Winter Olympics opening ceremony online and via mobile. How will you be watching the games?
Personalized Emails Deliver High Transaction Rates
A 2013 Email marketing study by Experian Marketing Services reveals that personalized promotional emails displayed a lift in transaction rates and revenue per email: approximately 6 times higher than non-personalized emails. With promising statistics, it is interesting that 70% of companies evaluated, did not personalize their email messages. This offers an opportunity for retailers as email personalization also generated 29% higher unique open rates, as well as 41% higher unique click rates. Triggered email campaigns, results doubled interaction rates compared to non-personalized triggered emails. Personalized subject lines delivered 26% higher unique open rates overall.
Showrooming is about to get a lot worse as Amazon integrates shopping-by-camera functionality into its main iOS application. Amazon’s new app feature is easier than its barcode-scanning feature used to let shoppers compare prices. It works by identifying media package covers, logos, artwork and other unique visual features covering a broad range of packaged items. However there are some limitations including the inability to snap a picture of an out-of-box product. The item must be its original packaging.
Starbucks CEO Howard Schultz predicts the currency of the future will be in the form of the digital wallet. The growth of online shopping is considered to be a seismic shift in customer behaviour and Starbucks is poised to benefit from the shift. As it stands, the premium coffee company processes approximately 5 million mobile payments per week. Starbucks is not the only considering the digital customer experience. Richtree Natural Market also ramped up its efforts to improve customer experience in food courts by using digital. Digital capabilities are improving the customer experience in ways that were unthinkable until recently.