How to get started with Personalisation for eCommerce
In today’s fast-paced and highly competitive online marketplace, personalisation is key to delivering a memorable shopping experience for your customers. Composable commerce and MACH architecture are the latest buzzwords you need to know to discover 2023’s secret sauce to a sticky eCommerce customer experience.
What is Composable commerce, anyway?
Composable commerce refers to a new approach to eCommerce that allows businesses to quickly and easily combine and recombine different components, such as payment systems, shipping carriers and product catalogues, to create customised and flexible shopping experiences. This is made possible through the use of APIs (Application Programming Interfaces) and other modern web technologies.
MACH architecture, on the other hand, stands for Microservices, API-first, Cloud-native, and Headless. It is a set of principles and technologies that enable businesses to build and deploy scalable and flexible software systems. In the context of eCommerce, MACH architecture can be used to create personalised and seamless shopping experiences for customers by breaking down complex systems into smaller, independent and modular components that can be easily integrated and managed.
The power of customised content and offers
By combining composable commerce and MACH architecture, businesses can create personalised eCommerce experiences that are tailored to individual customers in real-time. This can be achieved by using machine learning algorithms to analyse customer data and make recommendations based on their interests and past purchases, as well as by delivering customised content and offers based on their location, demographics and other factors.
Could your business benefit from the following use cases?
Offer a special offer to your first-time visitors – for example, offer a 10% off deal and free shipping on orders of £30 or more for the customer’s first order
Email customers with relevant suggestions and deals – send customers items curated especially for them
Suggest complementary products – think Amazon suggesting a screen protector to go with your new phone case, or Hobbs providing styling suggestions on a trench coat product page
Personalised exit offers – detect exit behaviour and persuade shoppers to complete a purchase your their site when it matters
Bring customers back with a special deal – send email subscribers who haven’t purchased in a while a special 10% discount
How to get started with personalisation
Start by building out a personalisation strategy for your eCommerce business by answering the following questions in a cross-functional team:
- THE WHAT — Clearly articulate the goals of your personalisation strategy and how you will go about reaching those goals.
- FOR WHOM — Understand how you will be segmenting your audience, identifying the different needs and expectations of customers and grouping them accordingly.
- THE WHO — Personalisation requires time and effort from the content team, the marketing team and the dev team, among others. Will you require outside help to fill in any knowledge or skill gaps?
Verse Agency – experts in personalised Shopify eCommerce sites
If you’re looking to take your eCommerce business to the next level, consider working with a web development agency like Verse that specialises in composable commerce and MACH architecture. These cutting-edge technologies can help you deliver a truly personalised and seamless shopping experience for your customers.