Fashion and online personalization
You may hear customer complaints like: Visitors or customers can't find their size for a fashion design they like on your website, your website can't convert visitors to customers, you can't provide excellent service online as you do offline, etc.
This is where you fashion website needs "WEBSITE PERSONALIZATION" (or online personalization).
WHAT IS PERSONALIZATION
Every designer knows that no two customers are the same. They are different people with different choices and body shape.
Personalization is the process of creating customized experiences for visitors in a website to suit their specific needs rather than providing a broad experience. It is not so different from what you a fashion designers do offline for your customers.
Understanding your offline customer is as important as understanding your online customers. Provide an experience similar or better on your website as you would when a customer visit your fashion store.
WHY IS ONLINE PERSONALIZATION IMPORTANT
Customers expect that an online experience of a fashion store, designer or reseller should be similar to how it is presented offline. The way you treat a visitor when he/she visits your physical store and converting them to a customer should be the same treatment you should give them online.
In the real world, personalization is so common that you will not notice it, especially in our fashion business; from your favorite fashion store/designer calling a customer by name, knowing their type of clothing and design, neatly packaging them, suggesting designs and other clothing to them, etc. should be translated into the online world.
For many fashion business, especially those that have lasted offline far longer and those newly starting, translating to online customer personalization is challenging.
1.LACK OF CUSTOMER DATA/INSIGHT
One of the lacking necessities in the fashion industry is the lack of customer data. Data is raw and unprocessed information set that can be translated into meaningful and productive information. It is not the data you know for surfing the web (sneez).
In the fashion industry in Nigeria, we lack customer data to be able to make personalization perform at it's best. It's best to have a data set of information that can allow you to translate into meaningful insight needed for the success of your fashion business.
2.KNOWING WHO TO PERSONALIZE FOR
Nigeria is a dynamic market, with customers becoming more demanding for convenience. As a business, have a scalable way to target specific messages to your specific audience. A good way to design a personalized customer experience online, is to have a good target market strategy for your fashion business.
3.MEASURING THE IMPACT OF PERSONALIZATION
Even if you can target personalized content to your target audience, businesses often lack a direct to measure the total impact of their personalization strategies across their online presence over time.
HOW TO ACCOMPLISH WEBSITE PERSONALIZATION
Advances in technology can directly resolve many of the above challenges. To be truly effective, website personalization requires several strategies working together to achieve success.
1.DISCOVER YOUR AUDIENCE
This can be done by targeting visitors in real time, based on actions they take on your website e.g. browsing children clothes, Ankara designs, fabric, corporate wears, etc. as well as customer profile (past transactions, preference, website cookies, etc.) to determine who your customers are and how to personalize content to suit their fashion needs.
2. PLAN AND DESIGN THE ONLINE EXPERIENCE
If you understand your customers, you can design and plan a compelling and interesting online experience meant for customers specific needs. Doing so requires you to manage the scale and complexity of those experiences.
3.CONTINUOUS MEASUREMENTS AND IMPROVEMENTS
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