Brands have adopted curated content as a workaround to achieving personalization via substantial data analysis and targeting. This mass personalization approach often takes the form of standard cross-selling. Nearly half of brands in L2’s Data and Targeting report display recommended and/or complementary products on product pages. However, brands have the opportunity to go beyond standard personalization approaches by capitalizing on data captured through alternative features like guided selling.
One way of doing so is through diagnostic tools, a feature where customers can speak to their lifestyle habits and product preferences in exchange for more tailored recommendations from brands. Currently, just 34% of brands use a diagnostic tool to help customers find brands, indicating a lag in adoption. Though they are a sophisticated feature, diagnostic tools offer a clear value to brands, as they enable consumer-specific data collection.
Beauty brands have taken advantage of this: 74% of beauty brand sites are equipped with a diagnostic tool. For example, bareMinerals successfully uses the data it collects through its Beauty Profile to personalize recommendations for customers. The system allows customers to build a profile based on product-specific needs such as skin type, as well as concern areas such as dark circles. Once customers save their beauty profile inputs, bareMinerals proceeds to update the recommendations that surface on the customer’s account page to reflect their specific areas of concern and interest.
Coupled with the Fab Questionnaire, a survey that collects information on additional customer preferences including sales channels and favorite products, the feature creates over 100 million unique bareMinerals customer profiles. Using this plethora of data, the brand can micro-target users on its site and push bespoke marketing across the web.
With a majority of customers likely to switch brands if they experience a lack of effort from brands to personalize communications, it is essential for brands to take advantage of all accessible consumer data. Brands that continue to rely on generic product recommendations will trail behind those in personalization, as the quality of e-commerce experiences becomes a differentiator.