Continuing our exploration of #marketplace personalization strategies, today we’ll examine why ๐ญ๐ซ๐๐๐ข๐ญ๐ข๐จ๐ง๐๐ฅ ๐จ๐ซ๐๐๐ซ ๐ฆ๐๐ง๐๐ ๐๐ฆ๐๐ง๐ญ ๐ฌ๐ฒ๐ฌ๐ญ๐๐ฆ๐ฌ are increasingly misaligned with modern customer journeys.
The #ordermanagementsystems underpinning many online marketplaces were designed for a time when customer journeys were linear and predictable ๐Shoppers would browse categories, compare a few options, and make purchases through standardized checkout flows.
โ Today’s digital consumers operate differently.
According to McKinsey & Company’s research, ๐๐% of customers expect personalized experiences across multiple touchpoints.
๐๐จ๐๐๐ซ๐ง ๐ฌ๐ก๐จ๐ฉ๐ฉ๐๐ซ๐ฌ ๐๐ฑ๐ฉ๐๐๐ญ:
๐น Research across multiple channels ๐ฒ
๐น Customized recommendations ๐ค
๐น Flexible fulfillment options ๐
๐ง ๐๐๐ ๐๐๐ฒ ๐ฌ๐ฒ๐ฌ๐ญ๐๐ฆ๐ฌ ๐จ๐๐๐๐ซ ๐ง๐๐ข๐ญ๐ก๐๐ซ ๐ญ๐ก๐ ๐๐ฅ๐๐ฑ๐ข๐๐ข๐ฅ๐ข๐ญ๐ฒ ๐ง๐จ๐ซ ๐ญ๐ก๐ ๐๐๐ญ๐ ๐๐๐ฉ๐๐๐ข๐ฅ๐ข๐ญ๐ข๐๐ฌ ๐ญ๐จ ๐๐ฎ๐ฅ๐ฅ๐ฒ ๐๐๐ญ๐๐ซ ๐ญ๐จ ๐ญ๐ก๐๐ฌ๐ ๐ฌ๐๐ฅ๐-๐๐ข๐ซ๐๐๐ญ๐๐ ๐๐ฎ๐ฌ๐ญ๐จ๐ฆ๐๐ซ ๐ฃ๐จ๐ฎ๐ซ๐ง๐๐ฒ๐ฌ. Their rigid structures limit the ability to implement dynamic pricing and personalized offers based on individual behavior patterns.
