Gilt Groupe’s Jason John cites personalisation as the key to connecting with customers via mobile

Published on 23 September 2013 by in Latest News

mobile customer service Gilt Groupe’s Jason John cites personalisation as the key to connecting with customers via mobileFashion flash-sale specialists Gilt Groupe have revealed personalisation forms a key part of the retailer’s mobile service.

Speaking to industry publication, Mobile Commerce Daily, Gilt Groupe’s vice president of online, Jason John, commented;

“Personalisation is important for Gilt as a whole but particularly on mobile. We’re trying to create a very fast two minute shopping experience so people can get in, find what they want and get out, especially when you’re a busy customer on the go. Personalisation allows us to present the customer with product and pricing that is appropriate for them and have them get in and out and back to their day.”

For many retailers, collecting and analysing CRM data on each customer’s shopping preferences, including browsing and purchase history, has played a crucial role in allowing the brand to offer personalised product recommendations. With the advance of mobile though, it seems this trend is set to advance even further.

As consumers increasingly browse retail sites on the go via mobile connections which are often slow to load and fiddly to navigate, understanding what each individual is looking for and being able to deliver it quickly has become more crucial than ever. Given this time pressure, brands like Gilt are increasingly seeing CRM data as an invaluable resource to satisfy customers and increase sales.

Beyond just creating a more convenient customer experience during the shopping journey though, personalisation can also be used to provide a more effective level of customer service post-purchase. By keeping track of the interaction history between a customer and the business, across a range of communication channels, brands can understand whether an issue has arisen before and use this information to guide their response. This allows the business to more efficiently deal with queries and reduce the burden on customer service staff.

For further details on how customer interaction management software can enable businesses to better meet their customers’ needs, contact numero.

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