On the one hand, past and present should not be managed in separate silos. Online browsing is a contextual fact, so personalization cannot be based only on static and historical information but must be dynamic, that is, take into account what is happening at that precise moment.
This is especially true when managing an e-commerce with a large catalog of products, which is not necessarily easily correlated from the last product purchased. Users buy a certain product, but they do not necessarily want to hear about this product. So you have to try to reason on complex segments that take into account Who is the user and also what he wants at that moment (For example: he bought a TV of a certain brand, he has a certain spending potential, but now he wants a new vacuum cleaner and not a remote control!).
As we have already written in this article , there are at least 3 good reasons to focus on personalization: from sweden cell phone number list increasing sales to creating a loyal relationship with the user. That is why we need to be able to intercept new needs. Marketing automation helps us do this: equipping ourselves with solutions that learn in real time and automate based on what is actually happening.
Step 3. Move from “who you are” to “how you are”
An example is the Sephora brand, which for 4 years has implemented technology distributed in physical stores that allows it to classify its customers according to their skin type, with the aim of offering them makeup products that are more suited to their natural colors.
This translates into a series of online shopping suggestions created with the hypothesis of helping the customer choose a product that is closest to the need and therefore the most satisfactory. The ranking is done with the support of sellers who, simply by photographing visitors, enrich the database with fundamental information.