Individualization: The Future of eCommerce Marketing Strategy

Jan 26, 2017 | Personalized Marketing

Personalization is often not what it seems. Greeting someone by name in eCommerce marketing is not targeting a real person. We know that those people are being grouped by segment, not as unique customers.

The sophisticated approach is to be truly individualised, which earns favour from customers too. Even a few years ago Harris Interactive found that 74% of online consumers were already frustrated with website content that didn’t match their interests. Now consumers have grown to expect more.

What Is Individualization?

Apps that create tailored news feeds or the streaming services of Spotify and Netflix took the initiative in user-centric innovation where interests have a greater significance than demographics. It applies equally well to website content personalization in marketing.

Automated platforms react to what each visitor is doing in the moment so they don’t get segmented and served irrelevant material.

Individualized content marketing messages are enabled by advances in artificial intelligence (AI). Internet Retailer summarized it helpfully: “With unprecedented amounts of available customer data and access to big data processing power, personalization is being redefined as individualization – structuring interaction, functionality, and content around the real time needs of individual customers.”

The Importance And Benefits Of Individualization

Look at user behaviour, rather than simple analytics, and you can build a better picture of customers and mould their experience. Here are three examples:

1) Geo-fencing

if you have a physical store and one of your customers is nearby, you can get a message to them via social media or a mobile app. A notable example is Apple’s Bluetooth-based push notification system called iBeacon.

2) Behavioural Data

Various actions can be identified, such as a customer reading about a particular subject. Major purchases have a long decision-making process. Shoppers increasingly look at available options across multiple devices, so there are individualized messaging opportunities regardless of how the final transaction is made.

Behavioural data

“The ability to understand how smartphones are growing as a vital commerce channel is important for retailers to optimize the right platform experience and engage their target audience,” reported comScore. Its UK figures in September 2016 showed that mobile retail visitation was on the rise, particularly for healthcare and jewellery, “with +34% in visits and +110% in time spent, respectively.”

3) Social sharing

Clothing brand Nordstrom uses a Save to Pinterest button on its site to build social data on popular items and curates them into Our Favourite Things, a board that also shows relevant third-party content. “We believe our customers are telling us, through their Pins, which items are the most relevant and exciting,” said the retailer. “Our goal is to share these products with like-minded customers.”

Clothing brand Nordstrom

This is just the start. You can aim new content or product releases to users who have read about similar products in the past but perhaps haven’t had a session on your app for a while.


If a customer signals an interest in something, your conversion rates can benefit by responding directly to them. In return they’ll appreciate the personal recognition and become more loyal to your brand.

Knexus helps companies create individual customer experiences with a data-driven approach on every digital touchpoint using your marketing content from various sources.

Case Study

Consumer Products Company Improves Direct to Consumer Sales with Data-driven Content

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