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With e-commerce revolutionising the way people buy, personalisation has become a game-changer in aiding businesses understand their customers and deliver tailored experiences. From product recommendations to customising emails with customer names, personalisation can significantly enhance online shopping experiences. In the best-personalised experiences, retailers make the customer part of the dialogue and leverage data to create one-on-one personalisation. Today, when brands send customised messages to consumers, rather than it being unique for one consumer it is targeted at a segment level with broad-based offers. This comprises suggestions of products, offers, and communications that are uniquely relevant to them.

 
In a 2022 survey, Salesforce reported that 73% of people expect companies to understand their unique needs and expectations, and over half think companies should go as far as anticipating them. Brands have been able to make progress in this direction through the social media. The dawn of social media has been a game-changer for the ecommerce industry. It has enabled micro-targeting based on consumer’s interests and personalities gleaned from their social media profiles and likes. To do this, brands have leveraged programmatic ad buying taking personalisation to the individual level and marketing emails became increasingly customised to each recipient.



Ecommerce brands are increasingly using AI to bridge this gap, leveraging consumer data and modifying the shopping experience to individual preferences and behaviours. This shift towards hyper-personalisation is driven by the desire to enhance customer satisfaction, increase customer engagement, and drive sales in a highly competitive market.




Understanding the essence of personalisation




Personalisation in e-commerce goes beyond merely addressing customers by name. It's about utilising data-driven insights to deliver content, product suggestions, and offers tailored to individual preferences. By truly understanding their needs, brands can craft a more immersive shopping experience.

In today's digital realm, consumers are bombarded with marketing noise. Personalisation cuts through this clutter by delivering content that resonates with everyone. Whether it's suggesting products based on past purchases or sending personalised promotions via email, customised marketing fosters a sense of loyalty and trust.




 
The role of martech in driving personalisation


 
Martech encompasses a vast array of tools and technologies aimed at enhancing marketing efforts. From CRM systems to AI algorithms, Martech empowers e-commerce brands to collect, analyse, and act upon customer data in real time. This data-centric approach enables brands to personalise every step of the customer journey, from initial awareness to post-purchase support.
 
At the core of Martech-driven personalisation lies data. By harnessing customer data effectively, e-commerce brands can gain valuable insights into preferences, behaviours, and purchasing patterns. This insight allows brands to segment their audience and customise marketing messages accordingly. Whether it's sending targeted email campaigns or serving personalised product recommendations, Martech enables brands to deliver the right message at the right time.



 
Leveraging data to create personalised experiences

 
Effective personalisation hinges on the ability to gather and interpret customer data. By tracking online behaviour, purchase history, and demographic information, brands can gain valuable insights into customer motivations. Armed with this knowledge, they can deliver highly targeted marketing campaigns, recommend products basis individual preferences, and provide timely content across various channels.
 
One of the primary benefits of Martech-driven personalisation is its ability to create cohesive customer experiences. Whether a customer is browsing a website or interacting on social media, personalised content ensures each interaction feels relevant and meaningful. This not only boosts engagement but also enhances brand perception and loyalty.




 
Enhancing customer loyalty and lifetime value



 
Personalisation isn't just about short-term sales; it's about nurturing long-term customer loyalty. By delivering personalised experiences, e-commerce brands can build stronger relationships and encourage repeat purchases. Satisfied customers are more likely to advocate for the brand, leading to increased referrals and positive word-of-mouth.
 
Martech-driven personalisation also facilitates upselling and cross-selling opportunities. By analysing customer data, brands can identify complementary products likely to resonate with individual customers. This not only increases average order value but also strengthens overall customer relationships.


 


Overcoming challenges in personalisation



 
While the benefits of personalisation are clear, implementing effective strategies poses challenges. E-commerce brands must navigate data privacy concerns, technology integration complexities, amongst others. However, by investing in Martech solutions and adopting a customer-centric approach, brands can overcome these hurdles.
 
Maintaining a balance between relevance and privacy is crucial. While customers expect personalised experiences, they also value their privacy. E-commerce brands must be transparent about data usage and give customers control over their privacy settings.
 


The future of personalisation in e-commerce

 
As technology evolves and consumer expectations shift, personalisation's importance will continue to grow. Brands that prioritise personalisation and invest in Martech solutions gain a competitive edge. By delivering timely and relevant experiences, e-commerce brands can deepen connections with their audience and drive business growth.
 




The way ahead

 
Personalised marketing has become a vital tool for e-commerce brands. By leveraging Martech, brands can deliver tailored experiences that resonate with customers. From recommendations to messaging, personalisation enhances engagement and fosters loyalty. As technology advances, the possibilities for personalisation in e-commerce are limitless, promising a future where every interaction feels uniquely tailored.




Jayesh Jose is the Chief Technology Officer and Co-Founder at online meat delivery marketplace, FreshToHome

Personalisation in e-commerce goes beyond merely addressing customers by name: FreshToHome’s Jayesh Jose 


High on the government's 100-day agenda could be tackling the long-awaited e-commerce policy. According to reports, this policy aims to resolve several sticking points, including additional taxes for e-commerce companies, data privacy concerns, how products are ranked in search results, and the sale of private-label brands by these platforms.



“In the ecommerce policy, a lot of things are already threshed out at the officials’ level. With political will, it could be included in the 100-day agenda of the government,” Moneycontrol quoted a  senior government official who did not wish to be named.



India's e-commerce policy has been in limbo since 2016. 

The main hurdle? Striking a balance between small businesses and large online marketplaces. Small businesses, known as MSMEs, are pushing for stricter regulations. This includes limits on how e-commerce companies can operate, such as restricting their ability to sell private-label products and controlling how they share customer data. 
Online marketplaces are  also lobbying for a more relaxed approach, opposing any measures that might hinder their growth.



“The ecommerce policy, which could be a part of the government’s 100-day agenda, is likely to clarify if any additional taxation on ecommerce players is required if a particular product is purchased beyond a threshold. Also, the sellers have raised the issue of not getting information on details of customers, while the e-commerce platform has complete ownership of it. These issues are likely to be a part of the ecommerce policy,” the official was quoted. 
The policy will also be deciding on taxes charged on online purchases that cross a certain price tag. 


Government's 100-day agenda may focus on long-awaited e-commerce policy

We all know the story – D2C brands rose from the ashes of the internet, bypassing traditional stores and building empires online. But times are changing. Consumers today crave a seamless journey, no matter where they choose to shop. Think about it: you might discover a brand on Instagram, research their website, then head to a physical store to try on clothes before making a purchase. Or maybe you browse online, add items to your cart on your phone, and then complete the purchase on your laptop at home. This is the omnichannel experience in action, and it's the future of D2C.

Here's why I, as a seasoned marketing manager, believe omnichannel is the key to D2C success: It's All About the Customer Experience: Remember, the customer is king (or queen!). They expect consistency – the same brand story, product information, and stellar customer service, no matter where they interact with you. Omnichannel lets you deliver just that, creating a unified experience across online stores, social media, mobile apps, and even physical stores (if you have them).

Reaching New Heights (and Customers): Let's face it, online alone can only take you so far. Omnichannel opens doors to a wider audience. 

Imagine the possibilities: Targeted online ads, strategic influencer partnerships, and even in-store events. It's all about getting your brand out there and connecting with potential customers wherever they may be.

Data, Glorious Data: In today's world, data is king (or queen, again!). Omnichannel allows you to collect valuable insights from all those different touchpoints. This data goldmine helps you understand your customers better – their preferences, buying journeys, the whole shebang. Use it to personalize experiences, optimize marketing efforts, and make data-driven decisions that propel your brand forward.

Building Bridges, Building Loyalty: Let's talk about the magic of customer loyalty. By offering a smooth and convenient omnichannel experience, you build trust and forge stronger connections with your customers. This translates to repeat purchases and those oh-so-valuable word-of-mouth recommendations.

Okay, so how do we make this omnichannel magic happen? Here are some golden nuggets of advice:

Chart Your Course: Before setting sail, have a clear omnichannel strategy in mind. Define your goals, target audience, and the channels you will conquer.

Tech Up!: Invest in the right technology to connect the dots. This could be anything from a robust CRM system to a seamless e-commerce platform.

Data, Data Everywhere: Embrace the power of data collection and analysis. Use it to personalize experiences, track your progress, and
constantly optimize your strategy.

Speak with One Voice: Make sure your branding is consistent across all channels. This includes messaging, visuals, and the overall brand experience.
Customer Service Champs: Train your team to deliver exceptional customer service at every touchpoint, online, offline, and everywhere in
between.

Remember, the D2C landscape is evolving, and omnichannel is the key to staying ahead of the curve. By creating a seamless customer journey, you woll not only survive, but thrive in this ever-changing world. So, what are you waiting for? Go forth and conquer the omnichannel frontier!

Sucharita Ghosh is the VP of Marketing at Suta. Views expressed are personal.

The rise of the omnichannel D2C brand: A seamless journey for modern consumers

Festive season started with a bang as e-commerce players clocked in a sale of $3.5 billion in sales between 22 and 25 September, contributing to 60 percent of the projected GMV (gross merchandise value) of 5.9 billion for the whole first wave of festive sales, according to Redseer Strategy Consultants.

The first wave of festive sales comprises Flipkart’s Big Billion Days, Amazon’s Great Indian Festival, Meesho’s Mega Blockbuster Sale, besides sales on other platforms such as Myntra, Ajio, and Nykaa amongst others.

Redseer's report further states that the first four days of the festive period saw the overall Daily Average GMV (gross merchandise value) rise to 5.4x compared to BAU (business as usual) days for overall online retail. First 4 days of festive sale this year is 1.3x the first four days of the previous year festive sale.

“Redseer had earlier projected a GMV of $5.9 bn (Rs 41, 000 Cr) for festive sale 1 and as expected, we are on track to achieve this figure. 60 percent of our forecast is already achieved in the first 4 days of sale," says Sanjay Kothari, associate partner, Redseer Strategy Consultants. 

Around 50 to 55 million shoppers made purchases during the first four days of sales. In terms of categories, mobiles continue to be the top category driving the sales. The report states that during the first four days of sale 1,100 mobile phones were sold each minute, with a total of Rs 11,000 crores of mobiles sold on large e-commerce players. Premium phones (iPhone 12, 13 and OnePlus) drove mobile sales.

This has happened on the back of upgrade programs and new launches supported by value offers.

In terms of units, 60-70 lakh mobiles were sold in the first four days.  “We are expecting a total sale of 90 Lakhs - 1 Cr units of mobiles for Festive week 1. We are also seeing premium phones driving mobile growth this year,” said Sanjay Kothari, Associate Partner, Redseer Strategy Consultants.

Fashion category witnessed a 4.5x jump in terms of daily average GMV from BAU days, to reach Rs 5,500 crore in the first four days, it said.

E-commerce marketplaces usually hold up to three sales leading to the festival of Diwali. The first of these sales is usually the largest and usually accounts for more than 50 percent of the sales during the festive period. 
 
 
 


Ecomm players clock $3.5 bn in festive sales in four days: Redseer report

Nykaa has teamed up with global beauty giant The Estée Lauder Companies (ELC) to launch an incubation program Beauty&amp;You India "to discover, spotlight, and propel the next generation of Indian beauty brands".

The Indian beauty and fashion ecommerce platform Nykaa was founded by Falguni Nayar, a graduate of IIM Ahmedabad and a former investment banker, who turned entrepreneur in 2012, just a few months before turning 50 years old. Nykaa had a blockbuster listing on the bourses on November 10 last year.

The Beauty&amp;You program's stated aim is "to help founders, innovators, and creators grow their businesses holistically by identifying brand goals, achieving scale ambitions, and curating product portfolios that speak to a new generation of consumers in the Indian market".

Indian companies that are in pre-launch and in-market premium beauty segments can participate. Winning participants will get access to ELC and Nykaa relationships and expertise across the beauty ecosystem in order to nurture emerging ideas that address unmet needs in the categories of skin care, makeup, hair care, and fragrance.

The program also provides financial support through a total prize pool up to Rs 4 crore for the most innovative, inspiring, and breakthrough ideas, in addition to mentorship and awareness, and distribution support.

In a company statement, Anchit Nayar, CEO of Beauty for NYKAA e-Commerce, said, the program is "a chance for us to give back to the ecosystem by fostering the next generation of entrepreneurs in the beauty and lifestyle verticals. Beauty&amp;You is an opportunity for us to identify and nurture talented founders to build truly unique consumer brands for the Indian consumer, and potentially for the world.”

Shana Randhava, Vice President, New Incubation Ventures, The Estée Lauder Companies, said the hope is that the program "will be a catalyst for Indian entrepreneurs to fuel their passion, brand, and mission”.

According to an Economic Times report, Bollywood actor Katrina Kaif, who is also the founder of Kay Beauty; celebrity designer Sabyasachi Mukherjee and Samarth Bedi, the executive director of premium beauty brand Forest Essentials, are among the industry experts who have committed to the program.

Nykaa and Estée Lauder Companies launch incubator for emerging beauty brands in India

ECOMMERCE