Customer Profiles and Personalisation

Chapter 7 of Ecommerce Best Practice: Converting Demand

Businesses with a sound customer data strategy can create better online experiences, even personalise the journey for customers. This chapter considers the value of different types of customer data, compliant ways of capturing it and how to apply it to an ecommerce strategy.

19 minute read

Customer data is only becoming more important in ecommerce, allowing teams to personalise the journey, understand patterns of behaviour and create more sophisticated customer segments. This chapter considers the different types of customer data, privacy-complaint ways of collecting it and how to use it to improve customer experiences. It covers:

Personalisation: What are the four fundamental ways ecommerce teams can personalise the customer journey, supporting improved CX and conversion?
Account pages: How do account pages deliver benefits for both the brand and the customer, and what must they include?
Privacy: What do site owners need to know in order to collect, store and use customer data so that it complies with regulations including GDPR and CCPA?