Personalizing product pages for customer loyalty


Personalizing product pages for customer loyalty

Today’s shoppers expect personalized shopping experiences and retailers face two choices: personalize or perish.

But retailers are leaving money on the table when they don’t take advantage of the almost limitless opportunities offered by e-commerce technology to personalize content to their shoppers.

In our new report, “Digital Depth Analysis: The e-commerce experience audit,” we audited the top U.S. retailers in the grocery, health and beauty, and pet industries to determine how they are creating personalized and unique experiences for their shoppers.

We found that retailers use a wide variety of programs and initiatives—such as personal shoppers, custom attributes, and more—that create a personalized, customized experience for their shoppers.

How are consumers online shopping?

A new report from NielsenIQ companies Label Insight and Brandbank analyzes how retailers are enabling shoppers to discover products online. The new “Digital Depth Analysis” report reviewed 40 retailers, excluding Amazon. The following video explains more.

How search can help

When retailers add a custom attribute to search filters, it can help promote brands local to that shopper, the retailer’s private label brand, or other campaigns or products that are unique to that retailer.

Retailers are making strides when it comes to leveraging custom attributes online. In a NielsenIQ report from two years ago, 23% of the reviewed retailers featured custom attributes on their website, while 35% of retailers do in 2022.

Beauty and personal care retailers like Ulta, Sephora, Sally Beauty, and Target appeal to their customers’ health and wellness concerns by labeling certain products as “clean.” They all use a different definition of the term, but it primarily denotes items deemed “better for you” and formulated without ingredients like parabens, phthalates, and sulfates.

Sephora dedicates a page on its website to makeup, fragrances, and personal care products that are “clean” of harmful ingredients, and also designates products with responsible and sustainable packaging. Target pins a green “clean” icon on more than 4,000 products online and in-store. It ties this initiative into its overarching Target Zero strategy for a zero-waste world.

Personalizing product pages with detailed descriptions, enhanced content, and custom attributes goes a long way toward keeping loyal customers. And with a growing base of repeat buyers, retailers are learning from their preferences and shopping history to serve better, more targeted ads.

Get more insights on what’s important to consumers when they’re shopping for health and wellness products online, and how retailers can better serve their needs, by downloading the complete and updated study, “Digital Depth Analysis: The e-commerce experience audit.”