It’s not a surprising fact that the more relevant something is to your life, the more interesting it becomes.
The same principle applies to shopping – products or promotions based on what you like, what you need and what fits with your lifestyle are sure to be more interesting.
This is particularly true in the home and lifestyle sector. Buying anything for your home is a deeply personal choice – so a personalised shopping experience in this sector makes perfect sense.
But this also raises the stakes for retailers. Personal taste is so hard-to-define – get it wrong and retailers could alienate customers.
Anyone who’s ever tried to buy a gift for a friend’s home will know the challenge well. Our taste is personal and what some people would put centre stage in their living room, others would banish to the attic in an instant.
So, how do you provide the personal touch in the home and lifestyle sector? Here are some great ideas:
Personalised recommendations, messaging and offers
Recommendations work on the principle that if you point shoppers in the direction of the most relevant product, they’re more likely to make a purchase. Unsurprisingly, this theory works – retailers that personalise web experiences are seeing an average increase in sales of 19%.
While the principle may be straightforward, getting it right is often trickier. Before you can personalise any interaction, you need to build up a 360° view of your shoppers. From shopping habits to social behaviour, you need to truly understand your customers.
Alongside understanding your customers, you also need to really understand your own products. Or, to get more specific, you need to understand the connections between your products.
For instance, someone who bought a new tablecloth might also be interested in cutlery that compliments this purchase. However, they might also be interested in scatter cushions in a similar style to the tablecloth, because perhaps that’s their favourite colour, or they love stripes.
Whatever it is, there are connections between lots of products and with the right customer data and product segmentation, you can make the connections between what your customers have bought or browsed and what they might also like.
Armed with this information, you can personalise homepages, promotions and messaging, to create an insightful ‘people who like this also like’ feature.
And it’s worth getting it right – 75% of consumers like it when brands personalise messaging and offers.
Ikea’s ‘Home Planner’ and in-store tech
Ikea is a great example of a home and lifestyle retailer, which provides a personalised and relevant product experience.
The online ‘Home Planner’ feature allows shoppers to design their dream home using Ikea furnishings and furniture. This is not only a way for shoppers to explore the products in an engaging way, it’s also a way for Ikea to drive uplift in sales and gather data about what their customers like.
And it’s not just the Ikea website that’s personalised, the retailer uses in-store technology to personalise shoppers’ visits within the store. The ‘Ikea Family’ kiosks allow shoppers to browse on their own account or pre-saved baskets in-store, where they can deliver relevant promotions in-store.
Made.com’s ‘Unboxed’ feature
You can also personalise the shopping experience by how you engage with your customers. Made.com’s ‘Unboxed’ feature is a great example.
‘Unboxed’ is an area of their website where shoppers can showcase what their new purchase looks like in their home. The end result is something that feels personal to those involved, but is also really useful for new customers looking to visualise the furniture in their homes.
It’s clear that personalisation is the future of retail, and the home and lifestyle sector offers plenty of scope for adding the personal touch. Find out more by downloading our whitepaper, Personalisation: Why it’s the Future of Retail.
How do you think shopping in the home and lifestyle sector can be personalised? Share your thoughts below.