Fashion leads the way with innovative merchandising techniques that help drive the modern-day shopping experience.
Consumers now expect a user journey, and engagement with a brand, that considers their unique needs. Fashion is the perfect example of an industry that can create one of a kind experiences. Armed with numerous data sources and multiple product lines, brands can now build personalization throughout the customer journey to increase loyalty and lifetime value.
The launch of Qubit for Fashion demonstrates how personalization works for the fashion industry. In this blog, we share a number of personalization techniques that can be easily adopted, with direct reference to those already doing it.
While consumers crave timely engagement, they also desire a truly integrated cross-channel experience. Whether you’re on the move, searching for a party outfit, or sitting in your living room browsing for new work shoes, the experience you receive on desktop vs mobile should be seamless. Below are the eight personalization strategies we think you should be employing.
Encourage shoppers to explore
A quick style quiz can help to speed up the shopping process. Asking visitors questions like ‘Are you shopping for a specific occasion?’ or ‘Are you looking for a certain fit?’ can establish their preference at a very early stage. Finding out the answers to these questions help to inform the tactics you should deploy, including curated landing pages, social proof badging and low stock messaging.
Social proof badging
Social proof provides evidence that ‘people like you’ are interested in certain products and allows brands to draw attention to popular products and deliver uplift in RPV. There are a number of ways you can use this, for instance you can mark products as ‘hot’, ‘popular’, or ‘trending’ - alternatively you can show the specific number of views in the last day or hour.
When used sparingly, scarcity is one of the most effective tactics to drive sales. Depending on the product (e.g. shoes vs. dresses), and a shopper’s buying history, ‘size’ can be predicted or outright established if the person selects it from a menu. Once their size is known, a ‘low stock’ message can be deployed, either by the size, or as a preemptive onsite layer.
This can be particularly useful for when you feature many categories and designers; your visitors will likely have ‘go to’ brands or styles. We see a lot of success when navigation is changed to reflect these preferences and also when it includes other functionality such as ‘trending’ or ‘you might like’.
Behind the scenes, the navigation can be manually merchandised, or automatically curated, based on the products, brands and categories that the shopper usually interacts with.
AI-powered product discovery on mobile
Qubit Aura uses a wealth of data to surface the most relevant products for each shopper. Wolf and Badger are a brand using it to lead the way toward the future of mobile commerce. Starting off with a quick preference selector, relevant categories are then presented across the top of the page, while the feed features the best personalization techniques such as product recommendations, social proof, pinning, and the ability to share products with friends.
Keep engagement high when a shopper has viewed a product, or better still, added to bag - these interactions show high levels of intent to purchase. From this, Qubit can deploy a range of reminders, from subtle cart reminders to more obvious abandonment banners.
To add additional urgency, extra merchandising tactics can be applied - these include ‘popular’ or ‘in demand’ or ‘low stock messaging’. To learn more about persuasive merchandising tactics, check our heuristics guide ‘Shortcutting the path to purchase’.
Lapsed customer activation
Provide a seamless customer experience for customers who haven’t visited your site in a while. Deploy offers to re-engage these lapsed purchasers and give them a reason to come back to your site. Additionally, you can integrate messaging with emails and ad campaigns to help achieve loyalty and lifetime value.
We have found that experiences are 3x more effective when segmented. You can create segments in Qubit by ingesting segmentation data (from your CRM, loyalty system or single customer view project) or by deriving them from behavioral data on-site. It’s also possible to create segments with intent data from surveys and polls - effectively letting customers self-segment.
Qubit for Fashion will impact your bottom line
Tap into personalization and transform your brand’s shopping experience, making sure you stay ahead of the crowd. Getting closer to your customers by understanding their habits and targeting recommendations accurately, will help you give consumers a good reason to keep coming back to your brand.
Visit Qubit for Fashion and find out how you can get started on your path to personalization today.
Emily LewisRead More