The world of online retail has experienced significant change over the last few years. With these changes came a trending topic concerning recommendations and the effect they have on the consumer journey. So what value do they actually hold when it comes to personalizing a shopper’s online experience and increasing your average order value?
In this article we dive into:
- The different Home & Garden buyer personas that can benefit from recommendations
- The solutions driving personalized recommendations
- How to revitalize a digital customer journey and thrive with personalization
Table of Contents:
- How well do you know your customers?
- Connecting Deep Learning with recommendations in Home & Garden
- Revitalizing your customer journey through recommendations
Research has uncovered that recommendations have truly made themselves at home (and in the garden). According to a 2022 Shopify commerce trend report, 50% of consumers say that personalization based on their interests and past purchases has influenced their decision to purchase from a brand over the last year.
When it comes to the Home & Garden industry, major retailers such as Home Depot haven’t let the grass grow under their feet. Leveraging different aspects of data using marketing technologies, Home Depot was able to eliminate customer pain points by automating the process of finding all the products in their catalog and providing them as recommendations when customers shop online.
How well do you know your customers?
Digital marketing guru Kevin Stirtz put it perfectly when he said, “Know what your customers want most and what your company does best. Focus on where those two meet.”
Knowing your DIY enthusiasts from your pro-buyers can open up opportunities for you to highlight and recommend products based on the habits of the different personas out there. But what type of persona constitutes a pro-buyer and why are they important for your Home & Garden brand?
Building from the ground up or undertaking major home improvement work, the “Pro” or “Heavy” Buyer is categorized as someone who is building their dreams and will be making dozens of large purchases over a short space of time. The aim is to make your store their go-to supplier for their project and this can be achieved by using performance campaigns to increase average order volumes. Intelligent campaigns can also predict the phase of the project and offer what the user will need next as the Heavy Buyer moves from tools and hard building materials through decoration supplies and onto soft furnishing.
If you want to go deeper into the types of personas that you will encounter in the industry, be sure to check out the article on how buyer personas evolved in the Home & Garden domain.
Connecting Deep Learning with recommendations in Home & Garden
Truly personalized campaigns that can connect your customer’s habits with recommendations are underpinned by Deep Learning algorithms. Leveraging innovative solutions, they bring Home & Garden organizations closer to your customers by offering tailored content to fit your buyer personas. By introducing personal recommendations, it’s possible to speak directly to your expert audience to help them with their dream project from start to finish with the innovative technology on offer.
Revitalizing your customer journey through recommendations
In today’s retail world, convenience is King, but through Deep Learning recommendations, it’s also possible to marry this ethos with revitalizing and reigniting your customers’ interest in Home & Garden products.
In fact, 71% of consumers say they now expect personalization when shopping online to deliver personalized interactions and 76% actually get frustrated when they don’t see it. Leveraging solutions that match your products with your customers’ desires not only improves the online experience but can also add up to large gains over time when it comes to AOV. A cushion here, a throw there, or maybe even a complete revamp of furnishings around the house, recommendations can get your audience excited again.
Connecting Heavy Buyers with the recommendations needed to increase your AOV is just one part of building a future-proof brand. Taking advantage of Deep Learning solutions offered by RTB House can also help you grow a loyal customer base of such consumers. Those who feel connected to your brand thanks to personalized experiences are more likely to shop with your brand in the future.
If you would like to know more about how the Deep Learning solutions offered by RTB House can take your brand to the next level with personalized recommendations, be sure to check out our dedicated Home & Garden landing page.