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Rihanna has always stunned us with her songs, iconic hairstyles, and fashion sense. Now added to the list are her brands, Fenty Beauty and Savage X Fenty.
The launch of Fenty Beauty created a huge splash, and it has gained a unique place in the beauty world since then. It filled an enormous gap in the beauty industry and met many people’s needs, which is one of the most determining reasons for its success.
Let’s break down the formulation behind the love and customer loyalty shown for Fenty Beauty over the years.
Key Takeaways
Rihanna waited for over two years until she was confident in the quality of her products. Fenty Beauty was launched during NY Fashion Week.
And now, with the Super Bowl approaching, it released a football-themed Game Day Collection.
he brand owes much of its recognition to social media. Since day one, it has encouraged and relied on online reviews and word-of-mouth marketing.
Smart Partnership
Rihanna’s partnership with Kendo Beauty under LVMH, a luxury fashion brand, has made up a considerable rate of the brand’s success. Thanks to this partnership, its launch happened in 17 countries at the exact same time, ready to ship over to 137 countries—currently 200.
The partnership with LVMH also made it possible to run both physical and online campaigns. For example, Sephora, a cosmetics retailer also under LVMH, made the global distribution of the products easy.
No Compromise on Quality
A good marketing strategy will bring your brand up, but if your products and service lack quality, it will take only so far.
Rihanna waited 2 years before launching Fenty Beauty until she was satisfied with the products and confident in their formulations. She leveraged her fame to promote the products, as she should, yet didn’t base her business strategy solely on her fame, unlike some other celebrity brands. Instead, she focused on further improving the quality of products and services. That’s why the business is still up and going with so many loyal customers all over the world.
Inclusive & Appreciating Diversity
It was a struggle for many years to find cosmetics for dark skin. Although Fenty isn’t the first to release a wide range of shades, currently 59, it has become a trailblazer for many other brands due to its unique effect.
What distinguished Fenty Beauty from the others, however, was the pricing and authenticity. Compared to other high-end products, the prices are pretty budget-friendly, making it accessible to many people with different economic backgrounds.
Also, you don’t see a mere type of model on both Fenty Beauty and Fenty X Savage’s websites and social media accounts. It works with oversized models, including plus-size men, to showcase the products, appealing to people with all body types.
Social Media Presence
Fenty encourages and relies on online reviews and word-of-mouth marketing heavily. For its launch party in September 2017, it invited many people from around the world, sent them home with make-up kits and encouraged them to share their opinions on social media.
The brand leverages social proof by sharing customer reviews and videos, primarily influencers. Fenty owes much of its recognition to social media and influencers. With almost 12 million followers, Fenty Beauty’s Instagram account is pretty active and creates campaigns over different channels.
Use Your Own Products
Rihanna is the most prominent advocate for Fenty Beauty and proudly presents herself wearing its products. That shouldn’t be underestimated because it’s a crucial factor in convincing people. Letting them know that you use your own products shows that you are confident in them and their quality.
Rihanna herself promotes her brand on her personal account by sharing make-up tutorials, skincare routines, and appealing photos of her products. She also blesses us with her photos in Savage X Fenty lingeries. In short, she’s capitalising her fame to promote and grow her brand, not in a cheesy and factitious way, but candidly and authentically.
Stay Relevant and Up to Date
From the beginning, Fenty Beauty has trusted in the power of time. It was first launched during the New York Fashion Week, and it sure was deliberate. She live streamed the opening at Time Square and shared the excitement of people who joined her outside Sephora.
And now, with the Super Bowl approaching, Fenty Beauty released a football-themed Game Day Collection. Adding that Rihanna will be performing for Halftime Show this year, this collection has indeed been a blast.
Create a Unique Experience
The beauty industry faces a challenge with eCommerce because it is a highly shared concern among customers whether a product will match their skin type or skin tone. Therefore, creating a stress-free customer experience and a seamless journey is especially important for beauty eCommerce websites.
Fenty Beauty ensures that by implementing a shade finder, a virtual try-on plugin, and even a virtual consultation service with beauty advisors on their website. That way, customers don’t have to go to the store to find the perfect match for their features, and they will be more prone to purchase as they find a suitable product without losing so much time.
In addition, the website leverages pop-ups, discount offers and countdown plugins, resulting in less friction and optimised customer journeys.
CX Personalisation
Another must-have solution for the challenge mentioned above is personalising the customer experience. Among a myriad of options, visitors might spend a long time and get lost while looking for what they are looking for or simply a product that would spark their interest. Make use of the visitor’s past purchases and past behaviours to make to-the-point recommendations that will save customers time.
An age-old strategy, email marketing continues to be a popular tool among digital marketers, as it is an effective way to convert prospects into customers. If used properly, it can generate a substantial return on investment (ROI). However, when used inefficiently, email marketing can be a waste of time and resources.
The success of email marketing strategies relies heavily on the execution, the quality of the leads and email list, and many other factors, making it imperative to meticulously optimise your email campaigns for maximum efficiency.
Follow these tips to improve your conversion rates!
Key Takeaways
Rather than having a high number of emails, it is better to have a targeted and high-quality email list with lower numbers.
In order to provide a better-customised experience, 83% of consumers are eager to disclose their data.
People check 90% of their emails from their mobile phones. Hence, having a mobile-friendly version of emails is a must.
1. Ensure Your Email List is High-Quality and Targeted
A list of email addresses to whom you may send emails is the first thing a marketer would want to begin their email marketing campaign. Usually, the persons on this list of emails have permitted you to send them emails. This list can also be referred to as the subscribers’ list because these are the persons who have subscribed.
Having a high-quality and targeted email list is beneficial for email optimisation. You would want your email list to be the most relevant people. Rather than having a high number of emails, it is better to have a targeted email list with lower numbers.
Building an email list is crucial since it enables direct communication with your audience. These individuals are reachable by email since they have expressed interest in your material by subscribing. Therefore, be sure to maximise the use of your email list.
2. Keep Your Emails Short, Sweet and To the Point
Keeping emails short and sweet is a well-known marketing tip since people don’t read emails word for word but skim through them. Hence, you would want your audience to get to the point by skimming through in a couple of seconds.
Concentrating on one main topic is better than giving loads of information. Keep the message brief and try to avoid addressing too many themes. Make the most of your brief period of the reader’s attention by creating a compelling call to action.
Since readers only skim through emails, keep body copy to brief paragraphs that are yet legible, ideally under 60 characters. We recommend using only a few images to emphasise your points because they are frequently more straightforward to comprehend than words.
3. Use Strong Call-to-Actions (CTA) in Your Emails
A CTA’s purpose is to motivate customers to take action. An email marketing call-to-action is a button or line of text that links to a brand’s preferred website. As previously mentioned, emails are a great way to contact the reader directly. Therefore, sending a call-to-action email would have a higher chance of motivating the customer to take action than other marketing methods.
4. Personalise Your Emails As Much As Possible
Personalised emails have greater open rates. Additionally, to provide a better-customised experience, 83% of consumers are eager to disclose their data. There is a broad range of personalisation techniques available.
In email marketing, personalisation is tailoring your messages to groups of particular clients and communicating with them in a personalised way. It may include the user’s name in the subject line, a discount offer on a specific group of goods they have previously purchased, or a recommendation that they visit a store close to where they are.
The primary personalised email marketing methods include having the customers’ names on the greetings part of the email. People like seeing and hearing their names; therefore, this action would make the customer feel special.
From the subject line to the email body, the content of the email and imagery can all be personalised according to the specific customer. The best-personalised emails are prepared when a proper customer segmentation is made.
5. A/B Test Your Email Subject Lines, CTAs, and Other Elements
A strong subject line is the most straightforward approach to increasing your open rate because it is the first thing your contacts see when you send them an email. A/B testing allows you to compare two subject lines to ensure you’re constantly giving your audience the most potent one.
A/B testing allows you to assess how version A of something—for example, your email subject line—performs compared to version B among an audience—for example, your contact list.
Simple A/B tests include sending out various subject lines to see which one gets more opens. In contrast, more sophisticated A/B tests involve comparing different email templates to see which gets more click-throughs. A/B tests can range in complexity.
6. Make Your Emails Mobile-Friendly
People in today’s society are continually scurrying about due to their hectic schedules. As a result, they frequently use their mobile phones to check 90% of their emails. Therefore, it is essential to use responsive design while creating an email.
On the phone, emails are sent differently, occasionally resulting in their destruction before they even load. This can be avoided, though, and with a bit of forward preparation, you can make your emails as entertaining to read on a phone as they would be on a laptop screen.
While creating an email marketing design, it is necessary to have a mobile-friendly version to get the attention of mobile users.
7. Use Engaging Images in Your Emails
In addition to your email’s context and written content, the visuals are essential to get your message across and call for action. Visuals have a better probability of capturing attention than text does. It İs normal for individuals to pay attention to an image initially, but only if it grabs their interest. They can then read the contents of your email.
Images that are powerful and pertinent come into play here. Email marketing is booming, but you must be able to attract attention and motivate recipients to take action.
8. Take Advantage of Email Automation
Preparing and sending an email to every customer will be tiring and challenging. Therefore, many companies have decided to automate the email marketing process.
Email automation is using a marketing automation platform to deliver automated communications. Email automation eliminates time-consuming activities from your to-do list, giving you more time for essential tasks like answering client inquiries. Sending automated emails, especially after purchasing a product, will increase your customer trust.
Though this seems like a perfect solution, some automated emails might go to the spam folder. Therefore, it is crucial to prepare high-quality emails and avoid using spam words.
9. Use Segmentation to Send More Targeted Emails
By using predetermined criteria, email subscribers are divided into smaller categories through segmentation. Segmentation is typically used as a customisation strategy to offer more pertinent email marketing to subscribers based on their geography, interests, past purchases, and a variety of other factors. Instead of sending a single mass message to everyone, segments are made so that the marketer may particularly cater to each unique email list and that list’s independent interests.
When personalisation and segmentation of emails are used together, the best-optimised email marketing statistics are likely to occur.
10. Keep an Eye on Your Email Metrics and Constantly Strive to Improve Them
Email Marketing KPIs, key performance indicators, are indicators of how well specific components of an email campaign are doing. You need to keep track of the rates at which the audience is consuming your content to improve your strategy. It’s important to keep an eye on every component of a campaign, even if most marketers look at their campaigns holistically. This might help you observe minute changes in consumer behaviour.
KPIs such as open rate, click-through rate (CTR), conversation rate and revenue per email are necessary indicators to better understand your campaign’s results.
Content can be prepared perfectly; however, it is useful when there are results. The best way to understand the results is via statistics.
Wrapping Up
Since emails build a one-to-one connection with the customer, they are more likely to be motivated to execute the action. As a result, email marketing can give high conversion rates if implemented correctly.
Right now, BeReal is the coolest kid in town that everyone’s been talking about and trying to figure out. The app claims that it flagships authenticity and being in the moment. However, our experiences with social media apps have been far from authentic. So how can a social media app be authentic? Let’s find out.
Key Takeaways
Gen Z’s new favourite social media app, BeReal, is a photo-sharing app that wants its users to be their authentic selves and post unfiltered photos of themselves and what they are doing once a day.
The BeReal app eliminates filters and the need to stage, overthink or edit images and encourages its users to show their friends who they really are, for once.
Most of the app’s growth has been through word-of-mouth among Gen Z, and it ended up earning the title “app of the year” in Apple’s annual App Store Awards in 2022.
The Future of Social Media is Here: What is BeReal?
BeReal is a photo-sharing social media app founded by Alexis Barreyat in 2020. The app encourages its users to be in the moment and, at the moment, it’s Gen Z’s favourite social media app.
How Does BeReal Work: Discover the Unique Features of BeReal
BeReal has some unique features that distinguish it from other social media apps:
1. Random Notification: Time to BeReal
Image Source: BeReal
Since the notification can come at any moment during the day and the time frame BeReal gives to take a picture is so short, it feels awkward when using the app for the first time. Especially considering that we are all used to social media being a highly curated place.
2. Dual Camera Capture Mode
Image Source: BeReal
When taking a BeReal, your phone’s front and back cameras are activated at the same time. You take a selfie and simultaneously share your surroundings and what you’re doing. You can take as many pictures as you want, but remember there’s a 2-minute limit. Oh, and the BeReal app shows how many retakes you’ve done to get that shot. Talk about being real and authentic!
3. RealMojis
Image Source: BeReal
RealMojis are reaction emojis using your selfies instead of the classic reaction icons and emojis. Tap anywhere in a BeReal or click the smiley button to activate RealMojis. Upon selecting your reaction, you’ll be taken to a RealMoji view, where you can take a selfie. You can now react and respond to your friends’ BeReals.
4. Memories
Image Source: BeReal
You don’t get a historical timeline or a profile page where your friends can see your past BeReals. BeReals are removed from the timeline when a new BeReal moment comes. If you want to view your past BeReals, you can check “Memories” from your profile. Memories are not public; they are only visible to you. However, you can share each photo individually across different apps if you wish to. At the end of the year, you can create a video of all your BeReal memories.
You can deactivate the Memories feature if you don’t want the BeReal app to store your past BeReal moments. This way, the moment you take a new BeReal, the old one will be permanently deleted.
5. Zero Followers
Another feature that sets BeReal apart from other social media apps is that you can’t have followers on BeReal. You are free to add as many friends as you want; however, they need to share a BeReal moment to view yours.
Considering features like one post per day, it’s safe to say that BeReal is the antithesis of apps like TikTok and Instagram. You can make your BeReals public, but you can’t be famous on the app.
6. Discovery
You can view public BeReal moments through the “Discovery” tab. After taking your BeReal, you can either make it public or friends-only. And if you like meeting new people on social media apps, you can add them as friends.
Gen Z’s Favourite Social Media App: Why BeReal is Taking Over
Although it was founded in 2020, BeReal had started to shine truly in 2022. The app even won “app of the year” in Apple’s annual App Store Awards in 2022.
Most of the app’s growth has been through word-of-mouth among Gen Z users. In 2022, BeReal started targeting college students in the US and UK with cash for referrals and billboards on campus. This marketing strategy resulted in a 1000% increase in downloads and a 315% increase in usage.
Authenticity is Key: How BeReal is Revolutionising Social Media
Social media apps like Instagram and TikTok gave birth to influencer marketing and created the ever-increasing pressure to perform all the time. The BeReal app, on the other hand, encourages people to “show your friends who you really are, for once,” by eliminating filters and the need to stage, overthink, or edit images.
Additionally, because of its quick “take your picture in 2 minutes and go” mentality, you are not wasting hours scrolling on the app, as you do on TikTok. You take your BeReal photo, check your friends’ BeReals and move on with your day. It’s genuinely refreshing to have an app that doesn’t suck away your hours.
Join the BeReal Community and Embrace Authenticity
Right now, it’s difficult to say if BeReal’s popularity will continue to grow. In the past, we’ve seen apps like Clubhouse have their 15 minutes of fame, only to be never talked about again. However, why not join the fun and embrace authenticity? It’s time to BeReal, after all.
You think you know everything about your customers when you gather all the data that you can. But what if you don’t actually know them that well, and the data you collected is “Bad Data”?
Key Takeaways
Bad data is any inaccurate or missing information regarding customers, goods, or stores that can negatively affect customers’ shopping experiences and the profitability of an eCommerce company.
Outdated data can lead to irrelevant or ineffective personalised recommendations and experiences.
To prevent bad data, use data governance frameworks to ensure that data is collected, stored, and used ethically and transparently.
Let’s discover what “Bad Data” means for eCommerce and how to avoid it:
The Challenge with Personalisation
Bad data is any inaccurate or missing information regarding customers, goods, or stores that can negatively affect customers’ shopping experiences and the profitability of an eCommerce company. Wrong phone numbers, improper email addresses, or inaccurate postal mailing addresses are bad data examples.
eCommerce is a rapidly changing industry, with incredible advances in machine learning and AI changing the game constantly. In addition, customers have a growing expectation for immediate satisfaction and expect digital services to streamline the online shopping experience. That all makes for one harsh industry to succeed in. Remaining agile is key.
People may visit a site to book a jungle safari holiday with your company once, but that doesn’t mean they want to be inundated with offers for more jungle safari packages every time they visit your site. Offering outdated recommendations based on older data will only frustrate the customer, with 95% of customers likely to leave your site if they get poor search results.
What is Outdated Data?
Outdated data occurs from:
Inaccurate data
Poor data quality
Inconsistent data
The data regarding your customers is always evolving. It constantly has to be gathered, transformed, and updated. Additionally, each stage in the data lifecycle presents a chance for errors or inadequate procedures to reduce the data quality.
Therefore, the fight against bad data quality is never-ending. However, you’ll have a solid foundation for high-quality data by being aware of these probable reasons and using the appropriate technical assistance.
What is Inadequate Data?
Inadequate data can occur because of:
Lack of data
Too much data
Not enough data points
To understand what our customers want precisely, we must know where they are coming from when they arrive on our site. This requires greater insight than their on-site behaviours.
You must have clear access to the channels they are referred from, including information on:
Whether they are first-time visitors or frequent shoppers
Their favourite categories
Their preferred brands
When we look at the data recorded by analytics programs, two complementary analytics metrics let us know more about a buyer’s journey: Click data and engagement data.
These are often confused. Although click data tells companies what pages on their website are performing well, it is difficult to know what the customers are really interested in without the engagement data.
Having inadequate data that limits the insights on the customer makes it harder to offer relevant product recommendations. Many eCommerce companies overlook the value of this non-click behavioural data, which means their efforts for eCommerce personalisation are hampered by only having part of the picture.
What is Bad Data?
Bad data is the result of:
Unreliable data sources
Biassed data
Fraudulent data
Unreliable data sources can be caused by human error with manual data entry. These errors might range from a typo to an entire entry being overlooked. A person might accidentally enter information in the incorrect field. Therefore, it is essential to automate data entry and try to stay away from manual data entry.
Another point that causes bad data is biassed data. Omitted variable bias occurs when vital characteristics that affect the result are absent from the data. Typically, this happens when important qualities are not accessible to the mechanism recording the data or when data production depends on human input.
In addition to errors, a lack of a common understanding of how the data should be gathered, converted, stored, or displayed is another reason for poor data quality. The meaning of each entry can be ambiguous. But due to the unusual admission procedures, they won’t be grouped together. Therefore, you must establish and maintain company-wide standards to prevent concerns with consistency. Better to programme your automation tool to detect inconsistent data entries and update them automatically.
Examples of Bad Data in eCommerce Personalisation
An example of bad data would be customer contact information, such as email addresses or phone numbers, that have changed. When the customer information is changed and the database hasn’t updated it, the personalised recommendations can be irrelevant.
Another example can be that customer preferences or interests have changed over time or the purchase history can no longer be relevant or accurate. In this case, websites should always update their customers’ previously clicked items and update it accordingly.
Impact of Outdated Data on eCommerce Personalisation
The impact of outdated data can lead to irrelevant or ineffective personalised recommendations and experiences. Customers would not get relevant items recommended which would not make them satisfied and decrease loyalty with the eCommerce website.
Furthermore, outdated data can also negatively impact data analytics and reporting. When analysing customer lifetime value, the value might have changed overtime due to outdated data and the website becoming irrelevant to the customer.
How to Keep Your eCommerce Personalisation Relevant
Use Multiple Data Sources
Using multiple data sources to check the quality of your data is essential. In addition, always save your data sources as well. To have good data analysis skills, you should first question the data and use clean data for the best results.
Use Data Validation and Cleansing Tools
The automation of validation and cleansing tools is necessary to avoid bad data. Maintain ongoing reviews of fresh sources while confirming the accuracy of the product information. In addition to the supplier’s requirements, search for other sources of information for this purpose. These can contain descriptions of products comparable to those you currently own or even web pages for different online retailers.
Use Real-Time Data
Companies must understand the needs of their customers in the moment and respond to their behaviours to make real-time recommendations. The more data you acquire and analyse, the more accurate you will get with your real-time recommendations. And personalisation increases the chances of conversion by 75%. For successful eCommerce personalisation, your company must have a recommendation engine that instantly recognises visitors. It also must be able to serve up personalised product recommendations that the customer still wants.
A/B Test
The best way to double-check your data is A/B testing your personalisation. Running A/B tests can be done on the same segments or different segments. There are many different types of segmentation, ranging from simple demographic segmentation utilising factors like age and gender to more complex differentials like purpose and life cycle stage. This way, you will always be checking your data inside your website.
Keep Your Data Up-to-Date
If your personalisation engine continuously collects and memorises visitor data, your personalised product recommendations for each visitor will become more accurate over time. As it gathers data, the algorithms will get more competent and boost revenues by 20% or more.
By putting the customers in focus and analysing their behaviours on the site, eCommerce companies can learn a lot about how to serve their customers. The more data you gather, the more refined and accurate your service will become.
Wrapping Up
Understanding your customer is crucial for an eCommerce business to grow. Companies can further understand their customers’ needs, wants and behaviours by collecting relevant data. However, it is essential to have clean and real-time data whilst analysing the collected data.
When was the last time you searched for something online? Or, let me rephrase that; when was the last time you did not search online for something you were looking for?
Whether you’re seeking the meaning of life or just trying to find the best deal for the brand-new headphones you’re dying to buy, the ultimate desire is to find the exact thing you’re looking for – at least the best next thing possible.
This is how Google works and why it is optimising its algorithm and features further and further to provide you with the most related answer. It is becoming almost the sole source of all kinds of knowledge on earth, and whether you admit it or not, it is ‘‘the one’’ that knows you best according to your search queries. 👀
This situation raises another question: What does “knowing your customer better” mean in eCommerce?
At this point, please let me bring these two crucial topics together and explain the importance of personalised search in eCommerce, especially in the consumer electronics industry.
According to a recent study, the consumer electronics eCommerce market size is expected to grow from $539.46 billion in 2022 to $614.98 billion in 2023. The driving factor behind this is more and more consumers prefer online shopping, creating a massive potential for brands.
Key Takeaways
Don’t underestimate the power of personalised search, as heading to the search bar is a major act by visitors who land on your website. More importantly, don’t waste all your effort on acquisition because of a poor search experience.
Personalised search helps retailers increase engagement, conversion rate and customer lifetime value by improving customer satisfaction.
Imagine personalised search as a 24/7 salesperson who knows each and every product in your store to the core and everyone who enters from your door individually – with great matchmaking capabilities.
What is Personalised Search?
First things first: On-site search is the solution to give your customers what they are looking for on your website. It depends on the keywords typed in the search bar and the products your online store offers.
And here is proof of its usefulness: According to research, 43% of website visitors go straight to the internal search bar when they first visit a site.
Therefore, personalised search is one of the most effective on-site personalisation tactics to recommend the right products to your visitors. It uses any available data, such as users’ online behaviour and purchase and search history, and tailors the results accordingly.
For online shops, search personalisation is essential for increasing revenue in the long run. That’s because it has a huge potential to optimise the consumers’ shopping experience, which is now one of the key reasons why a random consumer becomes YOUR customer and continues to be one. In the language of eCommerce, we call them some really important metrics, such as conversion rate and retention, and their closest friends: engagement (as opposed to bounce rate, in a way) and customer lifetime value (LTV).
How Can Personalised Search Improve the Shopping Experience on a Consumer Electronics Website?
You can imagine personalised search as a salesperson who is really good at their job, let’s say at a consumer electronics store. Walk through with me.
For first-time visitors, that experienced salesperson shows the right aisle according to the buyer’s intent. When they arrive in the right aisle, let’s say right by the vacuum cleaners, understanding the customer’s needs & interest gets more critical.
Is the consumer looking for any brand or a specific one and model, maybe a robot?
Do they have a price range?
Have you caught them glancing at something else when walking to the vacuum cleaners aisle?
Do they need anything else?
Did they really intend to buy something in the first place?
If not, how could you make them buy? Could showing them the best sellers or the sweetest deals work?
What will happen when they don’t find the product they are looking for at your store?
So many questions, right? And we haven’t even finished it yet.
What about the shopping behaviour & purchase history of a customer who shopped from you before? Does your salesperson know the answers?
In addition to all the questions above, we now ask:
When was the last time they shopped?
What did they buy or even just browse?
Do they have anything left in the basket?
Do you have something on sale that you know they were interested in the last time they visited?
What are they looking for right now?
Are they affected by what others buy?
Maybe they mispronounce Xiaomi. Does your salesperson understand them?
This is the exact case when it comes to websites, but it is better to use personalised search.
What are the Benefits of Personalised Search for a Consumer Electronics Website?
On-site personalisation for eCommerce businesses is a journey of discovery that goes both ways. The better the brands know their visitors, the richer the customer experience gets. And more and more personalised experience is provided to the customers, the more clicks on your website turn into purchases.
Personalised search helps the shopping experience get better by:
1. Using data to make the customer journey meaningful for both the brand and the consumer with one-to-one targeting
2. Providing brands with the opportunity to promote the categories and products they have in their store properly and effectively with the right attributes
3. Providing consumers with the right products they love or need with personalised recommendations, filters and browsing history
4. Preventing misunderstandings with auto-correction
5. Creating engagement and value with personalised content such as buttons and banners
How Can You Implement Personalised Search on a Consumer Electronics Website?
Consumer electronics consists of so many different categories such as TV sets, computers, laptops, tablets, mobile devices, wearables, VR headsets etc. The appliances & white goods category has many subcategories itself. Therefore, these websites should have an easy navigation process which includes personalised search.
Start with the Customers’ Behaviour & Search Data
The search data on your website and your customers’ browsing and purchase history are great sources to build your search personalisation. You’ll get a great insight into what both visitors and customers want, what triggers them, or what breaks the deal in terms of poor search experience. This is not as complicated as you’d think, thanks to AI-powered personalisation solutions.
Use Personalised Search Box
In this case, the journey starts when a user clicks on the search bar. Before the user even starts typing, you can instantly show your search box that showcases personalised recommendations according to their history or most popular products/categories/brands if they are first-timers with a basic level of personalisation. You can also use real-time data to create dynamic personalisation, instantly enriching the experience starting from the first click by curating what you get from the visitor’s behaviour.
When they begin to type, capabilities such as auto-correction or search as you type get important to give the users what they are actually looking for. Don’t forget to optimise your search terms, as your customers might use different languages and phrases.
Personalise Search Results Pages
When the visitor reaches the result page, it is vital to provide them with filters and sorting options. Because as said earlier, the consumer electronics industry has many subcategories and brands. So your job is here to make life easier for your customers and help them decide and buy.
You can also personalise the result page with banners and editorial content and use different page designs and listing types. A/B tests are also a great way to see these kinds of personalisation implementations.
Optimise UX for Search
UX always matters. Make sure your internal search bar is easy to find. And, of course, whether it is your search box or result page, bear in mind that it is essential to be straightforward and to the point with eye-friendly visuals.
Wrapping Up
A website’s search function equals having an inside search engine. So let me take you where we started: Google. And what matters & works for Google, the world’s biggest search engine, will matter & work for personalised on-site search, too.
In other words, know your visitors & customers, be their ‘‘the one’’ if they land on your website as if you read their mind and don’t forget to personalise.
Segmentify is a Customer Engagement Platform that enables brands to provide hyper-personalised customer experiences. Leading brands like Puma, Ebuyer, Intersports, Celtic, Samsung, Carrefour, Mediamarkt and IKEA choose to work with us because our solutions offer them the chance to personalise and customise on-site and cross-channel marketing campaigns.
G2 reports illustrate our ability to orchestrate customer engagement campaigns at an individual level. According to the G2 Winter 2023 reports, we’ve topped the charts in the following categories: eCommerce Personalisation, eCommerce Search and eCommerce Analytics.
🏆 eCommerce Personalisation – Leader
Personalisation is an implicit process, as it takes place without actively involving the customer in the process. Instead, the website collects data for that one specific customer and then uses it to improve its customer experience constantly.
The goal of personalisation is to offer the most relevant content to the customer. The logic is simple: If relevancy increases, so will conversion rates, however you may be defining them.
Search is a natural instinct for customers of all ages and backgrounds. The on-site search function reflects your brand. If you want to build a solid customer base, continuously improving and optimising your search’s relevance is a good idea.
When you provide visitors with relevant search results aligned with their queries and interests, they’ll be more satisfied, more engaged, and more likely to convert. With the Search & Discovery solution, brands can optimise their on-site search experiences, ultimately making customers happier.
🏆 eCommerce Analytics – Leader
Being able to track the performance of their products is a must-have for eCommerce businesses since it plays a significant role in preparing the business strategy. Growth & Optimisation assists brands in tracking how well each product, brand, category, etc., is doing. Segmentify Analytics Insights helps marketers easily understand what’s happening in the store through real-time monitoring.
Through the Segmentify Analytics dashboard, marketers can observe the key metrics on their best-performing products, as well as those that are underperforming. They can also see which referral channels bring in the most value or which discounts/campaigns yield the highest returns.
As a result, Segmentify helps brands take advantage of new trends on the spot or avoid the risks of ineffective campaigns with the help of real-time analytics.
🚀 eCommerce Personalisation (Europe) – High Performer
eCommerce Personalisation is the process of identifying and understanding the needs and preferences of individual customers. Using these insights, eCommerce Personalisation aims to create unique user experiences on an individual basis.
Segmentify, with the help of its AI-based algorithms, analyses each visitor’s behaviour to understand their tastes and interests and later uses this information to develop these preferences further. As a result, Segmentify makes personalised product recommendations that customers cannot resist, increasing conversion rates and AOV.
⚡️ eCommerce Search – Momentum Leader
The G2 Momentum Grid shows the product growth trajectory over the last year in the products’ respective spaces. Using user satisfaction scores, employee growth and digital presence, Momentum Grid identifies products that are on a high-growth trajectory.
Considering that 43% of eCommerce customers head directly to the search bar or that on-site search is accessed more frequently (78%) compared to the navigation menu (49%), filter feature (37%), and homepage recommendations (30%), on-site search promises a great deal of growth opportunity.
This precisely is why we’re constantly updating and improving the Search & Discovery solution—to be able to answer the ever-growing needs of brands and their customers.
⚡️ eCommerce Analytics – Momentum Leader
eCommerce analytics helps online shopping stores create business strategies based on the behaviour of their customers. As the market grows, online retailers’ needs for personalised solutions increase day by day. Consumers also prefer eCommerce platforms with better UX, and building customer journeys is becoming more complicated as data and industry metrics diversify.
It is, therefore, vital to provide real-time data through an easy-to-use interface and constantly update the analyses. Moreover, it is critical for a solution such as Growth & Optimisation to be updated according to the dynamic needs of the market.
📈 eCommerce Search – Best Estimated ROI
Segmentify set out to offer a comprehensive search experience for eCommerce stores. That’s why we’ve created an all-in complete search suit with personalised searchandising and an intelligent search box.
Searchandising combines merchandising techniques with online search practices for a better and smoother shopping journey. With Personalised Searchandising, brands get to personalise their search areas according to their chosen KPIs and maximise the efficiency of these search areas.
Furthermore, Segmentify’s search algorithms turn the search box into a live billboard by allowing for customisation and personalisation, which is an excellent way to grab even first-time visitors’ attention. To illustrate, the search box can display banners, popular categories, products, brands, etc., based on the brand’s goals.
As a result, Segmentify has earned the eCommerce Search Best Estimated ROI badge based on a combination of estimated time to achieve ROI and time to go live. Segmentify can be integrated in just two days with any eCommerce store. There’s no need for an IT team; a single JS code line does the trick.
🔗 eCommerce Search – Fastest Implementation
At Segmentify, we are working with over 250 customers in 25+ countries. One of the reasons why our customers love working with us is that Segmentify offers them easy integration and onboarding processes.
Segmentify can be integrated with any eCommerce website within only a few days without needing an IT team. All you need to do is add a single line of JS code, and Segmentify takes it from there. Campaigns are ready to go live within days!
💪 eCommerce Search – Best Support
The Best Support badge is a testament to Segmentify’s remarkable Customer Success team. Our Onboarding and Customer Success teams are always ready to help our customers get the most out of the Segmentify platform.
Segmentify solutions provide easy and quick implementation, a people-oriented perspective, conversion rate optimisation, increased relevance in product recommendations, increased AOV, fast response times and proactive support by our team of experts.
What’s Next?
Trends and tastes change at an unseen pace. As a result, it’s critical to be one step ahead when reacting to changes in customer behaviour. Contact Segmentify for more detailed information on how our solutions can help elevate your business to the next level. Let’s join forces to change the game!
Bonjour, mes chers!
Comment ça va?
I have to admit that I, too, am guilty of searching for marketing jobs in Paris while watching the Netflix hit Emily in Paris at some point. Writing and sipping my wine with a view of the Seine… That is truly the dream.
This modern fairytale has spurred countless conversations around Emily’s questionable fashion choices, Camille’s and Slyvie’s superb styles, how good-looking Alfie is, oh and, of course, marketing. Many marketers would tell you that the show paints an unrealistic portrait of a marketer. However, I disagree.
Emily in Paris doesn’t have to be realistic for us to learn something from it. Today, we are going over the exciting pop-culture moments the show has given us and what marketers can learn from Emily in Paris.
Allons-y!
Key Takeaways
Using social media doesn’t necessarily mean being on all channels but instead using the ones relevant to your business.
The more you make each customer feel special, the more positive word of mouth you’ll get and the more sales you make.
Picking influencers only based on their follower count is not a solid marketing strategy. Brands need to collaborate with influencers that align with their image and vision.
What’s Emily in Paris About?
The Netflix show depicts the life of a young American marketing executive, Emily Cooper, who is transplanted to Paris to a luxury marketing agency, Savoir. Her job is to provide an American point of view to the French market. The plot is mainly driven by the cultural clash between Emily and the French.
A Pop-Culture Moment: Don’t Be Like Emily, Says the Duolingo Ad
To mark the season two premiere of the Netflix series in 2022, the green owl invited Emilys everywhere to improve their French.
The campaign prepared by BETC for Duolingo urges the audience to not be like Emily and instead take some French lessons on Duolingo. This way, you will at least be able to understand all the bad things the French are saying about you.
“She showed up looking pretty, but she didn’t speak a lick of French.”
The campaign launched at the time as the season two premiere, and for the next 48 hours, all Emilys were offered a month of free Duolingo Plus. Because it’s much more fun to live in Paris if you actually speak the language!
McDonald’s Emily in Paris Product Placement: The McBaguette
Following the show’s season 3 premier, viewers were met with a product placement they were not expecting: McDonald’s in Paris.
The audience is first introduced to the French version of the fast-food chain when Emily mentions to her former fling and current friend Gabriel that she tried to sell the American fast-food chain as a luxury brand.
In the show, McDonald’s executives are looking for a way to crack the French market with the McBaguette. And Emily is there to help with it, coining the McBaguette “a little luxury”.
No. No, no, no, no. No. Emily in Paris, you are not trying to actually sell us Franch McDonald's as a "luxury" brand. French McDonald's is still McDonald's. pic.twitter.com/pKL4hSiPa5
And if you’re wondering, yes, the McBaguette is indeed real. Though Emily in Paris mentions the sandwich as being brand new, McDonald’s history in France dates back much farther than Emily’s arrival. McBaguettes have resurfaced many times over the last decade after debuting in 2012 for a limited time.
Currently, you can find the McBaguette in select McDonald’s in France. The sandwich includes baguette bread, minced steak, salad, Emmental cheese, old-fashioned mustard and Dijon mustard sauce. The menu, of course, comes with fries, a drink and two macarons. Bon appétit!
While the way her personal Instagram follower growth on the show is not entirely realistic, Emily Cooper is right about one thing: Social media presence carries vital importance for a brand in this day and age.
Every digital marketer who is worth their salt already knows how important social media is to their overall marketing strategy. However, let us repeat it once more: Social media is an excellent tool for reaching out and connecting to current and potential customers.
Using social media isn’t about being on all channels. It is about utilising the most appropriate channels for your business. Choose the best channel to reach your target audience after determining who your target audience is.
2. Content is Queen
“It is not just about followers; it is about content, trust, interest, and engagements.”
Posting the right content in this new digital age has never been more critical. Although most brands know they need a social media presence, they lack a content strategy to support it. The correct content strategy can do wonders for increasing a brand’s presence in the market and in consumers’ minds.
3. Improve the User Experience
“Your perfume is not how you smell. It’s how you feel.”
Typically, customers buy attributes and experiences related to a product rather than the commodity or product itself. The more you make each customer feel special, the more positive word of mouth you’re going to get and the more sales you’re going to create.
4. Tap into Influencer Marketing
Influencer marketing aims to increase brand awareness and attract customers by working with influencers. Influencers have substantial potential to increase brand awareness due to their large number of followers.
One important point made by Emily in the show is that picking influencers only based on their follower count is not a viable strategy. Brands must collaborate with influencers that align with the brand’s image and vision.
Similarly, in David Ogilvy’s view, it is an advertising agency’s responsibility to use the products and services of a brand when doing business with it. In Confessions of an Advertising Man, he closes his remarks with:
“And why not, pray tell? Are these not the finest goods and services on Earth? I think they are and that is why I advertise them.”
5. Think Outside the Box
Many believe that creativity is something that cannot be taught, and that is what makes it such a valuable asset.
To differentiate yourself from your competitors, work with people with different backgrounds and, therefore, different ways of looking at the world. People who are not afraid to speak up and share their ideas will get to higher places, just like Emily did with Savoir 🙂
Wrapping Up
Let’s all try to be better marketers this year, while dreaming about working in Paris and meeting cute chefs and bankers, of course. Au revoir, bon courage et bon voyage!
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