Page 40 - How Top Merchants Create the Best Customer Experience

40 HOW RETAILERS CONTINUE TO PERSONALIZE

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

Flora & Noor’s quiz focuses on two aspects of skincare: goals and

types. Skincare goals include “calm and replenish,” “brighten and
glow,” “clear and clarify” and more. Skin types include oily, dry,
combo or sensitive. Karim says the quiz also has a QR code to make

it easier to use at in-person events.

Flora & Noor uses the quiz at in-person events — which have more
than 300 people each — every two or three months. At the brand’s
most recent event, 7.7% of the people who filled out the quiz ended

up buying skincare products from the retailer’s website.

Wine subscription retailer Winc.com also surveys its shoppers to

help it determine what types of products segments its customers
like. For example, Winc asked customers what their favorite coffee
was or whether they liked orange juice or milk in an online quiz to
help determine what wines they might like. Winc’s chief marketing
officer Jai Dolwani learned that its Gen Z and millennial shoppers

are not solely focused on flavor, but increasingly about organic, low
sugar, low sulfur, biodynamic and natural wine options. Because of
these surveys and quizzes, Winc has a better grasp on what wines

to sell on its site.

In the Digital Commerce 360 retailer survey, 19% of online
merchants said they are learning about their customers through
surveys and other on-site activities, which include quizzes.
42%

In addition to its ecommerce site, Flora & Noor applies
personalization through social media marketing, Karim says. Those

who click on the retailer’s social media posts or related content Percent of online
are served sponsored ads on Instagram and Facebook. Those ads shoppers who say
will show the user some of the retailer’s products. If that shopper whether they accept
is already a customer whose email is in Flora & Noor’s newsletter or decline cookies
subscription database, it will also recommend products they depends on the retailer.
Source: 1,015 online shoppers,
viewed on Instagram and Facebook, Karim says. Digital Commerce 360/Bizrate Insights, May 2022

RETAIL

COMMERCE 360 ©Copyright 2022 Digital Commerce 360 & Vertical Web Media LLC. All rights reserved.