THE PROVEN METHOD TO BOOST ECOMMERCE CONVERSIONS…
ADD PERSONALISATION TO PRODUCTS YOU ALREADY SELL
You’re selling stuff online. That’s great. But like most of us, you’re probably wondering what’s next. What you can do to push on and deliver that extra sparkle, improve conversions, higher margins and more repeat business?
And you need to achieve it all without disrupting your existing business?!
The outstanding tool that can allow you to pack more power into each product is to allow customers to personalise what you already sell.
Simply put, add a ‘personalise me’ button and give your customer the choice. Buy the standard version, or pay a little more to make it their own.
We at Transeo Media have been involved integrated personalisation technologies to e-commerce businesses for over a decade. And now we’re sharing the key steps to help every online business get into personalisation in the quickest, cleanest way, making sure you cover all bases and avoid common pitfalls:
Here’s a breakdown of what we’ll cover:
- The 4 key elements of every personalisation solution.
- Craft your solution in your own image.
- De-risking your business.
- Pricing and fulfilment considerations.
The global personalisation market is mushrooming
“Mass personalisation is set to become a reality, with 36% of consumers saying they are interested in personalised products or services, according to research by the business advisory firm, Deloitte. Those under 40 are more interested, with 43% of 16-24 year olds and 46% of 25-30 year olds attracted to personalised goods and services. This desire contrasts with a relatively low take up so far, only one in six of consumers have ever bought these products or services.”
In fact, you could go so far to ask yourself: How much business are you losing by not offering personalisation…
A search on Google Trends reveals that the number of searches for “personalised gifts” on Google has quadrupled since 2005
Let’s get started
#1. The 4 key elements of adding personalisation to your offering
You’ll need to put these key items in place. None of these are that complicated (if you know how). We’ll go through each of these in depth shortly:
- Plug-in an ecommerce product personalisation solution.
- Template designer – so you can choose what is personalisable and where
- Shopping cart integration – with all the necessary options
- Fulfilment and production
What exactly is a ‘plug-in personalisation solution’?
This is the link between your current web site and what happens when your customer hits ‘Personalise me’.
The good news is you don’t need to re-invent the wheel.
There are a variety of systems that can do this, and it’s easy to get confused. You’ll have a better idea of what platform is best for you by answering these key questions
- What type of products do you sell? Clothes, gifts, wallart, calendars, phone covers, mugs, pens…
- What type of personalisation technology is best for you? Do you want to offer image upload and text personalisation, or only text?It’s not set in stone but text-led personalisation is usually best accomplished with a form-driven solution.
- Image-led personalisation is usually best accomplished with an online designer. Example of these products are photo gifts, calendars and books.
- Do you have access to development resources? It’s ok if you don’t, but you’ll need to take this into account when choosing what’s best for you.
#2. De-risking your business: Don’t lose control of template design and ownership
This is where many fall into a glaring trap. Lose control of your products at your peril.
Here’s what could easily happen: You’re so keen to get going that you leave template design in the hands of a 3rd party technology provider, generally the same one offering you the whole personalisation solution as a cloud service. It’s an easy and quick fix.
Guess what! You’ve just given them the keys to the whole personalisation business.
Whenever you want to release a new product or a new design you’ll have to ask your provider to do it for you. Join the queue, you’ll probably have to pay and worse still, you may find your unique designs being rolled out to your competitors.
This is one area of your solution you must retain complete and utter control and ownership of. Keeping control means you’ll be quicker to market, lighter on your feet and future-proofed.
#3. Integrated Shopping cart
You need to offer a completely unified experience. You don’t want your customers to use different shopping carts if they have ordered personalised products or just regular ones.
The way you accomplish this will probably be defined by your current setup. It’s going to be far easier if you use flexible platforms like Magento or Woocommerce.
#4. Fulfilment and Production Processes
However pretty your customer-facing offering, you need to have a solid plan to ensure orders are fulfilled, preferably without buying machinery, stock, or getting your hands too dirty!
Unless you have an established production environment the quickest, tried and tested method is to partner with an established trade-only fulfilment partner.
Make sure you sell what they can produce, agree pricing and you’re ready to go.
Automation is the way.
While there are various methods to feed your fulfillers’ systems, you’ll still need your personalisation engine to generate the actual production files and order ticket for you.
If you need help finding a fulfilment partner contact us and we’ll try and point you in the right direction.
To summarise the key points:
- Plug-in an established personalisation solution that you completely control. There should be zero disruption to the static product purchase journey. It should only kick-in when the customer presses ‘Personalise me’
- Make sure you can make as many of your own personalised product templates you need and roll them out with a minimum of fuss – and no programming.
- Your customers need a unified shopping experience. Make sure your personalisation journey feeds orders through your current shopping cart.
- Engage with established fulfilment partners, capable of producing what you sell. Your personalisation solution must automatically feed their systems.
Adding a personalised product option is an opportunity too good to ignore.
Even if you don’t know much about it.
Even if you think it’s too much of an upheaval.
You can still leverage your existing business and become a personalised product powerhouse.
All you need is a plan and know where to turn for independent advice.
If you’re planning to introduce personalisation hopefully this blog has been helpful. If you need any help drop us a line and we’ll personally help you.