Gamechanger 1: Next-level personalisation with concept shopping
Do you want to be relevant in 2030? That requires action today. In this series, you will discover seven gamechangers that define the success of your webshop. Gamechanger 1 is all about next-level personalisation: concept shopping. Forget personalisation based on customer groups. The webshop of tomorrow adapts instantly to behaviour, preferences and even mood for every visitor.
Where we are today
Personalisation is essential. Think about showing related products, sorting product listing pages differently or using personalised content blocks and microcopy. However, these personalisations are still limited. Both in the frontend and in the segmentation of customer groups. Bottom line: customers still see the same set of pages.
The webshop of tomorrow is a dynamic mix of content blocks, no longer a collection of static pages.
Where we are heading
In the coming years, this approach will rapidly evolve into concept shopping. The webshop of tomorrow will be a dynamic mix of content blocks, fully tailored to the context of your customer. A digital storefront that adapts instantly based on behaviour, style preferences, weather and even mood. Relevant products will appear on the same product listing page, but now fully personalised. Not for an entire audience, but for one individual.
What you need to do now
Concept shopping requires a new approach to the frontend. Guesswork, segmentation and probability calculations will become a thing of the past. Start collecting customer data, purchase history, product context and customer preferences. This is the foundation for precise concept shopping.