By Jeri Kelley on Jan 30, 2013
Part II of our interview on personalization and commerce with John Andrews VP of Product Management, Oracle Commerce.Q. In Part I of your post you talked about having to have a good handle on your product and customer data to achieve personalization. What if you are dealing with a new customer or have little profile data? How do you personalize the experience?
If yours is like most commerce organizations, you don’t have complete (or any) data of the vast majority of shoppers. New customers are the lifeblood of online storefronts, but building out profiles for every one can prove to be a near impossible task. The good news is that in addition to commerce platforms that can automatically collect this data, there are new ways to round out your customer information beyond how they interact with your site. Social data is a great way to take personalization to the next level and Facebook is the easiest – but certainly not the only place - to start. Facebook has loads of free, accessible information on their users like their demographics, even brands they like and their comments on products. Enrich product information and merchandising efforts by capturing Likes and user comments from the Social Graph. If appropriate for your business, get customers to log in with their Facebook account to leverage information to round-out user profiles and segments housed in your commerce platform.
While segments and personas help simplify the definition and delivery of tailored experiences, the reality is that no two members of the same segment have identical needs. This is why having scalable technology in place to deliver dynamic experiences that adapt to every visitor - anonymous or loyalist – is critical. With a solid base of customer profile information, segment information, and rich, well-attributed product information, the next step is having the right technology in place to put this data and content in to action.