Why Understanding Your Audience is Critical to Create the Best Customer Experience?
Over the years, e-commerce has changed. From products or processes-based model to evolving into something built around the consumer, e-commerce has come a long way. It has become experience driven. An experience that uses a variety of images, videos, text, fonts, screens, design and words to build a narrative, a story about the product or the brand – transcending boundaries and creating altogether new ways to connect and convert. So how do you deliver the best possible customer experience? What should be your first step? Let’s find out: Know Your Audience When it comes to experience-based e-commerce, people do not just happen upon your store; they are, instead, consumers who are offered specific products and services that are in sync with their shopping needs. Defined not by some arbitrary demographics, here products are specifically directed to groups based on detailed characteristics that shoppers share. For example, based on a group’s preferences, affinities and behaviors. If done correctly, consumers will co-relate with the stories you curate and take the decisions you want them to in the customer journey. The key is to identify the audience and figure out their needs and preferences. Adobe Experience Manager is one such customer experience management platform that provides a unified user profile, helps analyze each profile to create usable segments and do a lot more. Backed by a powerful team of Adobe certified experts, NVISH leverages AEM to help its customers create personal and more effective ways to communicate with the end-users. Helping them in the process, discover new customer segments to build larger audiences. Create a Personalized Consumer Journey Having known your audience, the way they relate with your brand or product, and what triggers the purchase, your next step should be – taking all this valuable audience and customer information and act on it. How do you do that? No doubt, marketers have been making the use of personalization since the advent of the web – remember Yahoo’s customizable pages in the ’90s. However, not only have the customer expectations evolved over the years but so do have the digital capabilities and mediums or channels. It is no longer about special offers but about creating personalized experiences that customers correlate with. Studies suggest that the early adopters of such technology and techniques to deliver highly personalized experience will have a considerable amount of advantage over brands that do not. And why not? As consumers, we also expect personalized experiences. It is the reason we give a brand our personalized preference – consciously or sub-consciously. Conclusion Your business needs to put the customer at the center to successfully out-perform the competition. And if the experience-based e-commerce model is something that entices you, you must first fully understand your audience, their needs, wants. preferences and behavior. For this to happen, you will need to provide content – text, fonts, images, that speaks to your customer and that too at a personalized level.