If anyone in online retail still thinks personalisation is the answer, they are asking the wrong question. Sören Meelby, VP Marketing at Apptus, shares his view.
Since the birth of eCommerce, three features of the typical retail website have prevailed. Incredibly, they still force merchandisers to compromise – often at the expense of sales and bottom line.
There is a perception in ecommerce that a focus on promoting best selling products is a sound strategy. That is perfectly logical, reasonable, and wrong.
Just how important is relevance to creating strong e-commerce brands? Brands that customers love and which they come back to time and again? No fewer than five of the top 10 hottest e-commerce brands in Sweden according to Market Magazine’s ‘Hottest e-commerce stores 2016 report use Apptus eSales to deliver satisfying and relevant experiences for their customers online.