Author: Kurt Schauer
This year we once again made our way to Munich to take a look at the latest trends.
The most frequently used word there was:
Personalization.
Until now, customer data has always been diligently collected, but this data has not been used for truly meaningful personalization. Often, the information is stored in different systems that are not connected to each other.
However, every click on the internet can actually be measured today. Due to the daily flood of information, customers are becoming increasingly demanding, and blunt advertising rarely works anymore. Therefore, today it is about presenting individually relevant content at the right time. So, how exactly should one imagine this?
Well, we did some research for you at Internetworld and have gathered the most interesting „insights“ on the topic of „personalization“ for you here.
About you:
This online shop will offer individually tailored dashboards for logged-in users in the future. „About you“ will then change to „About Lisa“ or „About Tom„. However, this is just one of the most subtle individual adaptations.
About you goes so far as to analyze and evaluate user behavioral data so deeply that if a user, for example, has exclusively ordered women’s fashion in the past, the categories „Men’s Fashion“ or „Children’s Fashion“ disappear from the menu bar. Should the user never have used the category navigation, the entire category bar is even hidden, and only the search field remains.
Zalando:
The shoe and fashion online shop is realigning itself for the future.
Zalando aims to develop into a platform that connects manufacturers and brands with influencers and customers. Various sub-pages have been set up for this purpose, such as the „ZalandoLounge“ or the „Zalando Partner Program.“
Currently, a „Pioneer Program“ is even running in Berlin, as Zalando wants to team up with brick-and-mortar retail. A project is to be launched that connects Zalando’s online shop with the merchandise management systems of retailers to suggest shops to customers where they can, for example, view the desired shoes on site and buy them directly. Previously, Zalando was rather the enemy of brick-and-mortar retail, but that is now set to change. We are excited to see how these changes develop!
Newsletter Systems
Everything is to become more individual and personal, which is why intensive work is being done on automation software for newsletters.
With the latest newsletter systems, it is possible to create a profile for each subscriber – and this does not only include whether the subscriber is male or female.
It is about behavioral data, e.g., „How long ago was the last order?“, „Was the last newsletter opened?“, or „Was the link in the newsletter clicked?“.
This allows the list to be segmented, and individually relevant content can be created and sent specifically for groups. Depending on activity and interests, follow-up actions are automatically initiated, tailored to the recipients‘ interests. All fully automated, of course.
A good example of this is Melitta:
Melitta utilizes the fact that filters for ventilation systems need to be replaced regularly. Six months after the last purchase, the customer receives a personalized reminder email with an individual voucher.
In any case, the visit to Internetworld was very interesting again, and we will be there again next year.
Do you have questions?
Kurt Schauer
Managing Director
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