KIBO-电子商务个性化营销调查（英文）-2020.5-11页_674kb

Summary of THE RISE OF PERSONALIZED COMMERCE STUDY

Core Content

This study explores the impact of personalized commerce on ROI across order management, eCommerce, and marketing. It highlights the importance of a cross-functional personalization strategy that spans all customer touchpoints, especially in the context of the COVID-19 pandemic, which disrupted traditional retail operations and accelerated the shift to digital commerce.

Main Findings

• Personalized commerce significantly improves ROI.
• The most impactful areas for personalization are:
  1. Types of personalization used.
  2. Touchpoints where personalization occurs.
  3. Ownership of the personalization strategy.
• 51% of retailers that implement personalization across the entire customer lifecycle achieved 300% or more ROI.
• Retailers that focus only on shopping or marketing channels are 50% less likely to achieve such high ROI.
• Advanced personalization (using AI and delivering multi-channel experiences) is being adopted by over half of retailers across mobile apps, websites, in-store, and social channels.
• Personalized messaging and site content offer the highest ROI due to their ability to provide one-to-one personalization.
• End-to-end personalization requires a clearly defined strategy, often led by marketing leaders, and involves cross-functional collaboration.

Key Insights

1. The Role of Personalization in ROI

• Retailers that prioritize personalization across all touchpoints (shopping, marketing, fulfillment) achieve significantly higher ROI.
• Personalized product recommendations and personalized messaging are the most effective tactics.
• Personalized content and messaging allow for deep one-to-one engagement with customers.

2. Tactics and Channels

• Personalized messaging (56%) is the top ROI driver.
• Personalized mobile app/website content (47%) follows closely.
• Personalized product recommendations (45%) are also widely used.
• Advanced personalization includes AI-driven experiences and multi-channel personalization.
• Basic personalization involves segmentation, testing, and targeted messaging.

3. Case Studies

• Taco Bell® uses personalized menu recommendations and giveaways in its mobile app, leveraging customer preferences, dining history, location, and weather.
• JoJo Maman Bébé created a highly personalized homepage using weather, screen size, and customer status, resulting in a 60% increase in homepage interaction and a 25% increase in conversion.

4. Regional Comparison: EMEA vs. North America

• North America leads in advanced personalization adoption across the entire customer lifecycle (34% vs. 20% in EMEA).
• EMEA is more likely to focus on only marketing channels (26% vs. 24% in NA).
• EMEA also lags in shipping/purchase experience personalization (10% vs. 8% in NA).
• 44% of EMEA retailers and 36% of NA retailers use personalization in some places across marketing and purchase.

5. Strategy Ownership

• Marketing leaders are most likely to own the personalization strategy, with 11% indicating it is a clearly defined function within marketing.
• These companies are more likely to achieve 400% or more ROI.
• Cross-functional ownership (Marketing and other teams) is also effective.
• Only 20% of retailers have a clearly defined initiative for personalization with dedicated stakeholders.

Conclusion

The study emphasizes that personalization is not just a marketing tactic, but a core component of the entire customer journey. As the retail landscape continues to evolve, especially in the wake of the pandemic, end-to-end personalization is essential for agility, customer satisfaction, and profitability. Retailers who adopt advanced personalization strategies and ensure clear ownership across functions are best positioned to maximize ROI and adapt to changing consumer behaviors.

Summary Table

Takeaway

To thrive in the post-pandemic retail environment, companies must integrate personalization across all customer touchpoints, leverage advanced tactics, and ensure clear strategy ownership. This approach not only enhances customer experience but also drives higher ROI and business agility.