Personalisation doesn’t just happen – the right technology needs to be in place
Personalisation doesn’t just happen – the right technology needs to be in place

Our phones are constantly by our sides and browsing has become a pleasurable pastime. Whether socialising or shopping, mobile phones have now become a key part of our lives, so it’s time retailers added a more personal touch.

Personalisation doesn’t just happen – the right technology needs to be in place to provide bespoke experiences to customers. The way many mobile retail sites are structured means they require an overhaul if they are to engage with shoppers, encourage conversions and instil loyalty.

1. Optimise for speed

Better overall mobile user experience increases trust, which in turn makes shoppers more willing to share their personal information and preferences.

Speed is crucial here. Mobile sites need to be able to respond very quickly if they are to retain a time-strapped shopper’s attention – consumers expect web pages to load in two seconds or less and will quickly abandon sites that take longer to load. This is particularly important when a customer isn’t connected to WiFi and is relying on 4G (or less).

Optimal performance can be achieved only if the site has been created specifically for mobile, rather than just being responsive. The latter is a compromise at best. Designed to make developers’ lives easier – a one size fits all approach – responsive design on its own isn’t adequate for big brands with complex ecommerce sites. What you end up with are long pages and muddled online experiences, with shoppers left feeling frustrated.

2. Simplify onsite search and navigation

Think of search as a conversation with your customer to ensure you guide them to the most relevant results. The search box needs to be prominently positioned and appear on every page on the site. Easy-to-use spell check, autocomplete category and sub-category filtering menus should be presented as a standard, as is the case on the ASOS mobile site.

Other forms of search are edging in too. Voice search hasn’t yet really taken off within the retail sector, but a visual search is becoming a highly effective personalisation tool. It has not reached the…