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September 2023 (published: 04.09.2023)
Number 3(54)
Home > Issue > Personalization instruments management based
on the classification at CJM stages in online retail
Budrin A. G. , Pliatinskii A.V.
This article considers personalization techniques in online retail in order to give recommendations on their management. The object of the research is personalization in marketing, while the subject is the instruments of personalization in online retail. The main aim of the article is to classify personalization techniques at each step of the customer journey to give the recommendations on how to manage them. To achieve the aim personalization techniques are considered and frequency analysis of the answers to the questionnaire is conducted. The respondents were asked to prioritize personalization instruments in the two purchase channels: website and social platform. As a result, the basic and additional personalization techniques are identified and the recommendations on their prioritization are given to retailers. It has been identified that in both scenarios at most of CJM stages an ability to consult with a manager is considered as critically important. Apart from that, in case of purchase on website customers view mobile app as a critically important instrument. At the purchase stage in both scenarios shopping basket, personalization of purchase and delivery methods and an ability to customize a product are seen as critically important instruments. This fact shows that if social media plan to develop as purchase channels they have to implement these techniques. Furthermore, advertising based on geolocation, push notifications and email letters are considered optional instruments. Taking this consideration into account, it can be said that customers regard the instruments that can be annoying optional. These findings allow companies to manage the available personalization instruments more effectively. Lastly, despite certain differences, the classifications of personalization instruments in two different scenarios are mostly similar.
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Keywords: marketing, personalization instruments management, online retail, personalization, customer journey, personalization techniques, purchasing channels.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
UDC 339.138
Personalization instruments management based
on the classification at CJM stages in online retail
This article considers personalization techniques in online retail in order to give recommendations on their management. The object of the research is personalization in marketing, while the subject is the instruments of personalization in online retail. The main aim of the article is to classify personalization techniques at each step of the customer journey to give the recommendations on how to manage them. To achieve the aim personalization techniques are considered and frequency analysis of the answers to the questionnaire is conducted. The respondents were asked to prioritize personalization instruments in the two purchase channels: website and social platform. As a result, the basic and additional personalization techniques are identified and the recommendations on their prioritization are given to retailers. It has been identified that in both scenarios at most of CJM stages an ability to consult with a manager is considered as critically important. Apart from that, in case of purchase on website customers view mobile app as a critically important instrument. At the purchase stage in both scenarios shopping basket, personalization of purchase and delivery methods and an ability to customize a product are seen as critically important instruments. This fact shows that if social media plan to develop as purchase channels they have to implement these techniques. Furthermore, advertising based on geolocation, push notifications and email letters are considered optional instruments. Taking this consideration into account, it can be said that customers regard the instruments that can be annoying optional. These findings allow companies to manage the available personalization instruments more effectively. Lastly, despite certain differences, the classifications of personalization instruments in two different scenarios are mostly similar.
Read the full article
Keywords: marketing, personalization instruments management, online retail, personalization, customer journey, personalization techniques, purchasing channels.
DOI 10.17586/2310-1172-2023-16-3-13-23