Personalization is key to OmniCommerce
According to a recent study by IDG Research Services, personalization is
recognized as a key differentiator among online businesses, for both e-commerce
and non-commerce sites. Companies with an online presence are learning that they
need to take action to learn more about their customers in order to increase
customer loyalty, gain new followers and outshine the competition. More than 60
percent of the companies surveyed are prioritizing investments over the next
year that will enable a more personalized Web experience.
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There are several benefits companies can realize by creating a more
personalized website experience. Cited by 69 percent of survey respondents,
improved website engagement is at the top of the list. When businesses employ
website personalization techniques, the visit becomes a two-way interaction.
Instead of solely clicking or pushing his or her way through the site, the user
is enticed or pulled through the site via personalization, thus increasing
website engagement.
The second benefit, according to 62 percent of survey respondents, is
improved brand image. Visitors think highly of businesses that anticipate their
needs and appeal to their individual interests. Finally, coming in third and
fourth, 44 percent of respondents cite improved lead generation and decreased
customer or website abandonment rates.
In order to provide a personalized Web experience and realize these benefits,
companies need information about their visitors. Yet there are gaps identified
when it comes to the information companies are currently able to collect. These
gaps primarily exist around location, which inhibits the ability to offer
visitors a personalized Web experience.
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