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4. The rise of personalised,
adaptive shopping experiences
Personalisation of the shopping experience
has moved from a ‘nice-to-have’ to a
‘must-have’ for retailers. A one-size-fits-
all approach to presenting products and
shopping experiences online is no longer
enough to gain and retain consumers. In
2018 we’ll therefore see a rise in the number
of retailers offering personalised shopping
experiences and product pages that adapt
to an individual consumer’s preferences.
This will be particularly relevant for those
retailers and marketplaces that sell content
from multiple brands. They may all have
the same product content on their pages,
but all consumers shop differently. As such,
www.intelligentcio.com
“
THE AR MARKET
WAS VALUED AT
US$2.39 BILLION
IN 2016 AND IS
EXPECTED TO
REACH US$61.39
BILLION BY 2023.
FINAL WORD
the layout, style and type of content on one
retailer’s website may appeal to one kind of
shopper, but not another, even if the product
itself is identical.
Video, reviews, 360 0 imagery, bullet
points, icons, lengthy descriptions,
stock information, a zoom function,
social media ‘share’ buttons, product
recommendations: these are just a few of
the multitude of functions and features
which should be tailored according to a
shopper’s preferences.
This year, we’ll see more retailers
experimenting with syndicating content
according to what shoppers prefer, delivering
personalised pages depending on their
previous and real-time behaviour. n
INTELLIGENTCIO
105