How Important is Personalization to Ecommerce Merchants in 2021?

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How Important is Personalization to Ecommerce Merchants in 2021?

08/06/2021 Categories: Articles

About Our Expert: Ted Stenstrom is an ecommerce and digital solutions business leader with over 15 years of experience strategizing and implementing ecommerce platforms. As Kensium's VP of Client Engagement, Ted helps Kensium clients digitally upgrade their companies by advising them on the processes, technologies, and overall ecommerce game plan that best suits their specific line of business.   Above is Part 2 of our new Ask an Expert video/blog series exploring the changing landscape of B2B ecommerce. This time, the focus is on the importance of personalizing content to the wants and needs of the customer.   So How Important is Personalization Really? "Personalization is really about understanding who you're selling to, who your core customer is, what's important to them, and how to adjust to selling to that individual or organization." – Ted Stenstrom  Ted's definition of personalization hits the nail on the head. The only way to deliver the benefits of personalization in ecommerce is to know the exact type of buyer you are trying to sway.   According to a survey from the Digital Branding Institute, 80% of B2B buyers expect companies to respond and interact with them in real-time. That’s a far cry from the priorities of the end consumer of B2C sales. In the same survey, only 64% of those consumers expected companies to respond or interact with them in real-time.   Observe, Analyze, and Adjust Every Buyer Journey  When buying online on behalf of a business, the stakes are unquestionably higher. Generally, B2B shoppers buy in large quantities, knowing precisely what products they require, down to every single SKU number. For these buyers, it all becomes a matter of how efficiently your company can facilitate their experience from the homepage to checkout.   The B2B buyer persona has a narrower, more detail-oriented demand for content. They may want to download an educational ebook or read case studies and customer testimonials to see what others in their industry have done. And when they're ready, the B2B buyer may want to set

and implementing ecommerce platforms. As Kensium's VP of Client Engagement, Ted helps Kensium clients digitally upgrade their companies by advising them on the processes, technologies, and overall ecommerce game plan that best suits their specific line of business.  

Above is Part 2 of our new Ask an Expert video/blog series exploring the changing landscape of B2B ecommerce. This time, the focus is on the importance of personalizing content to the wants and needs of the customer.  

So How Important is Personalization Really?

"Personalization is really about understanding who you're selling to, who your core customer is, what's important to them, and how to adjust to selling to that individual or organization." – Ted Stenstrom 

Ted's definition of personalization hits the nail on the head. The only way to deliver the benefits of personalization in ecommerce is to know the exact type of buyer you are trying to sway.  

According to a survey from the Digital Branding Institute, 80% of B2B buyers expect companies to respond and interact with them in real-time. That’s a far cry from the priorities of the end consumer of B2C sales. In the same survey, only 64% of those consumers expected companies to respond or interact with them in real-time.  

Observe, Analyze, and Adjust Every Buyer Journey 

When buying online on behalf of a business, the stakes are unquestionably higher. Generally, B2B shoppers buy in large quantities, knowing precisely what products they require, down to every single SKU number. For these buyers, it all becomes a matter of how efficiently your company can facilitate their experience from the homepage to checkout.  

The B2B buyer persona has a narrower, more detail-oriented demand for content. They may want to download an educational ebook or read case studies and customer testimonials to see what others in their industry have done. And when they're ready, the B2B buyer may want to set up product demos and personal interactions with a sales associate. 

The B2C buying journey is in direct contrast to B2B. There's a much shorter sales cycle, with much less at stake, and emotions tend to play a more significant part in the purchase. Personalized content needs to be less educational and a little more casual for this type of consumer.  

Think of end customers as the type of person that would rather fish with a wide net, and B2B customers as the type that would rather fish with a spear.   

Take advantage of your ecommerce platform's business intelligence tools to learn more about each type of buyer behavior and identify what content they respectively engage with the most. Collect and analyze this data then leverage it to create three-dimensional buyer personas. Finally, create some personalized content for each persona. 

So... Personalization is Important? 

Absolutely. It doesn't matter if you're selling B2B or B2C. Today’s online shoppers have high expectations when it comes to customer experience (thanks, Amazon).  

To take a step back, providing a personalized service just makes common sense. When you provide B2B buyers with the information they need and satisfy their every question, they're more likely to convert to repeat customers. The principle is the same regarding the B2C end consumer, just with different flavors of content.  

Now all that matters is having the ecommerce functionality to support it all. If you don't believe your technology is sufficient to support these strategies, consider talking to a partner like Kensium for advice. Our experts wholly commit to finding the exact solution that works for your company.  

We'll have more from Ted in our next edition, in which we discuss if B2B buyers genuinely want an "all-digital" experience.  

For more expertise and advice on all things ecommerce, check out more from Kensium and learn from the very best in the industry. 

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About Our Expert: Ted Stenstrom is an ecommerce and digital solutions business leader with over 15 years of experience strategizing and implementing ecommerce platforms. As Kensium's VP of Client Engagement, Ted helps Kensium clients digitally upgrade their companies by advising them on the processes, technologies, and overall ecommerce game plan that best suits their specific line of business.  

Above is Part 2 of our new Ask an Expert video/blog series exploring the changing landscape of B2B ecommerce. This time, the focus is on the importance of personalizing content to the wants and needs of the customer.  

So How Important is Personalization Really?

"Personalization is really about understanding who you're selling to, who your core customer is, what's important to them, and how to adjust to selling to that individual or organization." – Ted Stenstrom 

Ted's definition of personalization hits the nail on the head. The only way to deliver the benefits of personalization in ecommerce is to know the exact type of buyer you are trying to sway.  

According to a survey from the Digital Branding Institute, 80% of B2B buyers expect companies to respond and interact with them in real-time. That’s a far cry from the priorities of the end consumer of B2C sales. In the same survey, only 64% of those consumers expected companies to respond or interact with them in real-time.  

Observe, Analyze, and Adjust Every Buyer Journey 

When buying online on behalf of a business, the stakes are unquestionably higher. Generally, B2B shoppers buy in large quantities, knowing precisely what products they require, down to every single SKU number. For these buyers, it all becomes a matter of how efficiently your company can facilitate their experience from the homepage to checkout.  

The B2B buyer persona has a narrower, more detail-oriented demand for content. They may want to download an educational ebook or read case studies and customer testimonials to see what others in their industry have done. And when they're ready, the B2B buyer may want to set up product demos and personal interactions with a sales associate. 

The B2C buying journey is in direct contrast to B2B. There's a much shorter sales cycle, with much less at stake, and emotions tend to play a more significant part in the purchase. Personalized content needs to be less educational and a little more casual for this type of consumer.  

Think of end customers as the type of person that would rather fish with a wide net, and B2B customers as the type that would rather fish with a spear.   

Take advantage of your ecommerce platform's business intelligence tools to learn more about each type of buyer behavior and identify what content they respectively engage with the most. Collect and analyze this data then leverage it to create three-dimensional buyer personas. Finally, create some personalized content for each persona. 

So... Personalization is Important? 

Absolutely. It doesn't matter if you're selling B2B or B2C. Today’s online shoppers have high expectations when it comes to customer experience (thanks, Amazon).  

To take a step back, providing a personalized service just makes common sense. When you provide B2B buyers with the information they need and satisfy their every question, they're more likely to convert to repeat customers. The principle is the same regarding the B2C end consumer, just with different flavors of content.  

Now all that matters is having the ecommerce functionality to support it all. If you don't believe your technology is sufficient to support these strategies, consider talking to a partner like Kensium for advice. Our experts wholly commit to finding the exact solution that works for your company.  

We'll have more from Ted in our next edition, in which we discuss if B2B buyers genuinely want an "all-digital" experience.  

For more expertise and advice on all things ecommerce, check out more from Kensium and learn from the very best in the industry. 

 
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