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09/18/2019

最佳个性化的前10名零售商

每个零售商都希望自定义购物体验,但很少有人取得了一个可取的频道和无缝的个性化水平。根据最近的调查,这些零售商已经最接近。

不要让任何人告诉你,个人化没有“我”,因为有。它就在'l'和'z之间。但个性化不仅仅是为了liz,它为所有人。Remember back in the good old days when you’d enter a country store and the proprietor knew your name, and your kids’ names, and what you liked to eat for breakfast, and whether or not you were an early adopter of new-fangled technologies like the radio? Yeah, me neither, but that was apparently a thing, and it’s the kind of high-touch service retailers have been trying to get back to for decades, but it’s a lot more difficult when you’re managing a portfolio of dozens or hundreds or thousands of stores and e-commerce sites too. But that hasn’t stopped retailers from trying. And, as technology has caught up with their goals, and consumers walk around glued to their devices, they’re starting to get really good at it.

这给我们带来了3.rd.年度零售个性化指数Sailthru对100个零售品牌进行了评分,根据它们在个性化和跨越电子邮件、网站和手机的客户体验方面使用数据的能力进行排名。该调查评估了250家零售商基于大小,重要性和兴趣的组合选择。个性化营销自动化技术提供商在广泛的属性中评估了零售商,并将分数与美国和U.K的超过1,500名消费者的调查结果组合起来。为了确定个性化如何推动客户满意度。

他们发现的是,高分零售商正在表现出与个人客户设计的真正多通道个性化的迹象。消费者对这些公司报告了更高的满意度,并报告他们计划再次从拥有乐于玩业和个性化经验的人购买。

当比较前25名没有成为前100名的人时,SILTHRU发现,在现场,前25名零售商的88%的零售商有个性化的建议与在指数中没有排名的零售商的零售商。在电子邮件中,96%的前25名零售商提供了个性化产品建议,而仅为23%的公路零售商和移动设备,84%的前25名零售商使用推送通知与前100名零售商的10%。

以下是十大在个性化方面做得最好的零售商。

1。丝芙兰

这是令人惊讶的是,这是Sephora在指数上的第1位的第三年。公司以众多的方式为客户服务提供了完善的个性化,从店内和在线和在线上进行个性化体验,几年前将其从公园中敲门出来使用一个允许购物者的应用程序实际上尝试通过3D增强现实镜子进行化妆。With one view of its customers across channels, Sephora knows the ‘you’ in the store is the same as the ‘you’ online, and that’s just the right formula for connecting customers to the messages, beauty brands and products that work for them — and there are a lot to choose from, which adds fun and complexity to the personalization. Sephora carries a vast assortment of more than 300 beauty brands, including its own popular private-label line, and with its on-brand events and innovative customer service — including a ‘Color Up Close’ program for its staff this year, with daily virtual learning lessons on inclusion — the focus is on the specific needs and desires of each individual. In its marketing initiatives, too, the company delivers deeply personalized touches, emailing customers when products they want are back in stock, or to remind them of products they’ve left in their shopping carts, while members of its Beauty Insider loyalty program are made to feel extra special with frequent free gifts.

整体个性化得分:79

2。诺德斯特姆

如果有一个短语,Nordstrom的名称是同义词,它是'客户服务',而且您就不会成为为消费者提供服务的海报孩子,而无需在沿途上获得个性化的地面。当互联网出现时,白手套的注意力不会消退:如果百货公司零售商的任何东西都增加了一倍,找到了将两者结合成一个新的客户服务的方法。Consider that when it opened its long-awaited men’s only store in Manhattan in 2018 (pictured at top), it had the hustle and bustle of the city in mind, launching 24/7 BOPIS to allow customers to pick up their purchases at their convenience. It also offered alterations, express returns and personal stylists — who will even come to you in the comfort of your own home. Online, the intelligent homepage personalization, ‘we think you’ll love’ product recommendations and trending location-based style inspiration of its digital offering sent it up six spots from No. 8 last year.

整体个性化得分:77

3.租跑道

Rent the Runway在个性化的技巧方面拥有一张王牌,这是大多数服装公司无法获得的——更多的数据、更详细的数据和不同类型的数据。该公司首席执行官詹妮弗•海曼在去年指出:“过去,零售商真正能告诉你的只有你卖出的东西,但他们不一定能告诉你顾客是否真的穿过那件衬衫,她穿的频率有多高,是否经受住了时间的考验。”由于RTR的衣服被返回到公司的加工厂,公司与他们有贴心 - 它知道什么服装需要维修;它知道在需要退休之前衣服可以承受的干洗和磨损。That’s valuable data that it can use in a variety of ways to improve the customer experience, both with its online subscription plans and in-store in its physical locations, the fifth of which recently opened in San Francisco, after the company secured a $125 million investment in March. This year, the company that popularized rental e-commerce clothing jumps 23 spots on the index for its approach to personalization, as it has expanded its product offering, from high-end evening gowns to women’s office apparel and now to casualwear.

整体个性化得分:73

4.家得宝

使用产品和客户数据驱动的消息在网络和应用渠道,投资于个性化电子邮件在过去的两年里,家得宝(Home Depot)降落在4号指数,使其唯一的零售商DIY类别在前25名中。无论你是出于被迫(水管破裂或白蚁侵扰)还是为了改善(新房子或给你的孩子建树屋),这个大型家装零售商提供超过一百万种产品,成千上万的客户评论,在其数字频道和2200多家商店中有数百个应用程序内视频。这家零售商每时每刻都在提供帮助和建议。这是例如,“经常购买”和“相关产品”的功能,以确保DIYERS从不错过结账时的重要项目。

整体个性化得分:68分

5。百思买

如果没有个性化,你不可能有一个成功的数字营销计划,但大多数销售仍然是在实体店进行的。百思买(Best Buy)正在通过其应用连接线上和线下的个性化服务。当顾客走进一家商店时,该应用会进入“本地商店”模式,发送相关的个性化推送通知,同时根据该地点的库存定制体验。它还包括一个“顺路”功能,可以让销售人员知道何时有人来取网上订单。通过人工智能驱动的技术,百思买通过时间、频率和产品来优化其个性化电子邮件,以确保客户不会错过他们最喜欢的产品。它还有一个慷慨的“我的百思买”计划,奖励其所有平台上的购物者,而其著名的极客服务提供技术和安装支持,提供公司与仅在线零售商的竞争优势。为客户甚至不知道从哪里开始,零售商提供免费的家访,帮助客户找到他们需要什么,无论是智能技术,电器或家庭影院和服务去年推出提供了无限的现场技术支持,通过电话或在线缴纳年费。这就叫在客户所在的地方见面,包括身体上和精神上。

整体个性化得分:67

6.DSW

尽管一些零售商通过专注于全新品类进行扩张,但自去年在7家门店开设了“美甲店”以来,DSW正在加大对鞋的投入。这家鞋业零售商今年已经50岁了,它希望这项足疗服务能让2600多万名会员更频繁地回到店里,从而提高他们的忠诚度。通过加入在线浏览数据和事务数据,DSW可以下手建立一个更全面的客户视图,它是用来理解她想要什么,并通过跨渠道获得客户的一个视图,它可以确定它不一个废弃的车电子邮件消息发送给消费者已经完成了购买店内。此外,该零售商还对车上的顾客使用了一个全面的测试,它可以帮助提供基于属性的产品推荐,这些产品会在主页上传播,并通过电子邮件推送给消费者,以补充顾客的旅程。同样地,DSW应用具有地理定位通知功能,如果消费者离商店很近,有可用的奖励或优惠,就会提醒他们可能想要进入商店。

整体个性化得分:67

7.ulta.

当Ulta获得去年年底的两项技术启动时 - QM Scientific和Glamst - 它通过优化的推荐引擎和美容偏好中心打开了更大的个性化能力。QM Scientific operates an AI-based shopping assistant that learns each individual customer’s preferences and habits over time, enabling devices, apps or bots to respond to shoppers with relevant and timely information or offers, while GlamST provides mobile, web and in-store virtual makeover tools that use augmented reality.这家零售商还添加个性化护肤方案,头发产品建议基于所示的偏好,以及其“终结”忠诚度计划的更多奖励。Sparted Page旨在让客户探索其产品,每篇文章量身定制于其忠诚购物者的简介,而其个性化的电子邮件则提供相关的建议和优惠。

整体个性化得分:67

8。Urban Outfitters

在最近的财政年度的Q4中,城市在数字渠道中提供了两位数的增长,推动了会话,转换和平均订单价值的增加。忠诚度真正有效:Urban在Instagram上拥有830万粉丝;它的热门忠诚度计划UO奖励,全球拥有大约1000万会员,在该季度占品牌销售额的70多百万%。这可能是因为UO计划用独家优惠,特殊奖品,早期获得销售,额外折扣和其他特权的独家优惠来奖励其成员。它的4.9评分应用程序(将为您提供更多好吃的产品)提供高度个性化的饲料,它的动态和可定制的功能使其易于搜索您想要的内容。将于明年的半个世纪的标记中达到半个世纪的标记,一直携带折衷的物品混合,而且它在去年与其UO MRKT,一个策划的第三方市场,将其社区连接到了一个不断发展的阵容“志同道合的品牌和新发现。“零售商还开始接受Apple Pay和Waypay,买入现在的付费平台。Und Unitfitters OmniCannel经验还具有个性化的电子邮件,参与和相关编辑以及良好的通信节目。

整体个性化得分:66

9。阿迪达斯

当几年前,当它推出其Yeezy系列时,运动鞋零售商将其与Rapper Kanye West的多年合作,现在每个人都在等待阿迪达斯与Beyonce合作的商店。到目前为止,该公司正在留下即将推出的妈妈。阿迪达斯also builds connection with its customers by using data to give shoppers the information they need, whether that’s through its expansive product search and filtering criteria capabilities or via apps that cater to individual interests, from health and fitness goals (Runtastic), to building soccer skills (Tango App). Overall its omnichannel approach is paying off — with gross margin forecast to increase this year to around 52 percent.

整体个性化得分:64分

10.Wayfair

纯粹零售商之间的趋势之后,Digital-office的家具零售商刚刚成为数字第一,在马萨诸塞州推出其第一家全服务砖和迫击炮店,为客户铺设了顾客在购买之前坐在或撒谎。With the data it’s collected online, the company should have plenty of insight into how it might want to display that furniture in-store and how it can combine that with its sophisticated digital model, which offers a virtually endless array of furniture, personalized online for customers according to a mix of attribute-, behavior- and collaborative-based product recommendations. While the physical store will appeal to customers in a new way, the retailer has proven that shopping for furniture online offers advantages you cannot get in the store, including a mobile app that allows shoppers to visualize furniture in their own homes using augmented reality. You can’t really get much more customized than that — unless you’re simultaneously sitting on the furniture in-store, which, to repeat, you can now do. Wayfair also offers home design experts and Pinterest-like Idea Boards.

整体个性化得分:64分

Jordan K. Speer是由RIS的服装和技术编辑主任的编辑。她可以到达(电子邮件保护)