The site will dynamically filter content to provide personalized displays of products and relevant information. SHI customers will have an enhanced ability to review and compare the over one million items that SHI sells. This differentiated customer experience will hopefully make purchasing more straightforward, increase critical marketing metrics like conversion rates, ultimately foster repeat patronage.
This is great news for B2B. But what about B2C? We need above and beyond what pioneer Amazon.com has brought us as an business intelligence-driven, “online experience. Well, Endeca’s website lists Walmart.com and HomeDepot.com as customers. But let’s get more B2C plays on the bandwagon for personalized shopping experiences.
As people start their online shopping, knowing they have to buy by a certain date to ensure shipping in a timely manner, think about the time it would save if you didn’t have to drill down through an ecommerce site, page after page, looking for ideas or exactly what you want. Search doesn’t always do the trick, and it’s nice to imagine that the vendor actually understands you and your preferences. Amazon recommended a book on dogs to me. I don’t own a dog… I guess their CRM tool doesn’t bother to track specifics like that.
If you’re a B2C marketer without a solution like Endeca’s, it’s too late for this Holiday season – start planning for next year. Just remember, Marketing caballeros – you better personalize and customize.