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RESEARCH, ANALYSIS & TRENDS

Hence, by investing long-term in new technologies, you products, the revenue per visitor usually doubles and
most probably create a competitive advantage for the the conversion rate increases enormously.
future.
Visual media is currently extremely popular and social
Personalization - a high priority for retailers media is becoming a third shopping channel, alongside
in-store and classic e-commerce. Nevertheless, the
According to customer surveys, personalized content, enormous potential of social commerce is still not
such as personalized offers and recommendations, is tapped enough, since so-called ‘Shoppable Social
the alpha and omega to the shopping experience, and Feeds’ are not yet widespread.
home pages are only perceived as useful if they show
exactly the products the customer was just looking for. There is no denying that the market must constantly
evolve and use innovative technologies, since those
Although both sides, retailers and customers, say that who neglect this, will be overtaken by the competition.
personalization improves the shopping experience, the But to fall into blind action-taking and introducing any
devil is in the details. Product recommendations must be innovations, simply because everybody is doing it, is
relevant to the customer and effectively addressed. Of not the best solution. Rather, traders should focus on
course, the email is still an important and powerful the essentials and pay close attention to what their
marketing tool but should be used carefully due to customers really want. Most importantly, the solution
consumers general complaints about an overkill. Not to should bring them closer to their customers and give
mention that you should always reconsider whether your them the opportunity to share their opinions and find
personalization measures find fertile ground. the right answers to their questions. ◊

Visual content plays a significant role By Daniela La Marca

With the unmanageable number of consumer goods in
the market, shoppers are looking for guidance and find it
in the recommendations of other users. When potential
buyers read the experiences of other customers about

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