Author Kurt Schauer
This year we headed to Munich again to check out the latest trends.
The most used word there was:
Personalization.
Up until now, customer data has always been diligently collected, but this data has not been used for meaningful personalization. The information is often stored in different systems that are not connected to each other.
But nowadays every click on the internet can be measured. Due to the daily flood of information, customers are becoming more and more demanding and crude advertising rarely works. So nowadays it is all about individually relevant content right time to present. So how should we imagine this in concrete terms?
Well, we have done some research on the Internetworld for you and have compiled the most interesting “insights” on the topic of “personalization” for you here.
About you:
This Online-Shop offers individual customized dashboards for logged in users in the future. “About you” will then change to “About
” or “About Tom “ But this is only one of the most subtle individual adjustments.
About you goes so far as to analyze and evaluate the behavioral data of users so deeply that if, for example, a user has only ordered women's fashion in the past, the categories "Men's Fashion" or "Children's Fashion" disappear from the menu bar. If the user has never used the category navigation, the entire category bar is hidden and only the search field remains.
Zalando:
The shoe and fashion online shop is reorienting itself for the future.
Zalando wants to become a Platform that connects manufacturers and brands with influencers and customers. Various subpages have been set up for this purpose, such as the “ZalandoLounge“or the “Zalando partner program”.
There is currently a "pioneering program" running in Berlin, because Zalando wants to join forces with brick-and-mortar retailers. A project is to be set up that will connect Zalando's online shop with the retailer's inventory management systems in order to be able to suggest shops to customers where they can, for example, view the shoes they are looking for on site and buy them directly. Up until now, Zalando has been more of an enemy of brick-and-mortar retailers, but that is now set to change. We are excited to see how these changes develop!
newsletter systems
Everything should become more individual and personal, which is why we are working hard on newsletter automation software.
With the latest newsletter systems it is possible for each subscriber to Profile to create – and it does not just say 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 you to segment the list and create and send individually relevant content for specific groups. Depending on activity and interests, follow-up actions are automatically initiated that are tailored to the interests of the recipients. Everything is fully automated, of course.
A good example of this is Melitta:
Melitta takes advantage of 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.
Any questions?
Kurt Schauer
Managing Director
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