Real-time personalisation boosts online sales by 7 fold

This is compared to those who employ a blanket personalisation strategy.

E-commerce businesses that adopt use-case-based personalisation strategies record six times more purchases than the industry average and seven times more compared to those that use one-size-fits-all personalisation strategies.

In a report, CleverTap said “striving businesses” or those who use limited personalisation with higher send frequencies or 22 messages sent to users weekly are underperforming the industry benchmark by 77%.

“Striving businesses” or those who use a high degree of personalisation with lower send frequencies outperform the industry benchmark.

ALSO READ: How personalisation boosted Zalora’s consumer engagement

Meanwhile, “stellar businesses” or those who integrate a high degree of personalisation and optimal send frequencies, outperform the industry benchmark by 500% and achieve seven times more purchases compared to striving businesses. 

“While it's true that some personalisation is better than none, over-relying on any one type of personalisation will deliver subpar results compared to businesses with a more holistic approach,” said Jacob Joseph, VP – Data Science, CleverTap.

“With a strategic mix of personalisation techniques eCommerce businesses can overperform industry benchmarks by 6x; elevating their brands from striving or steady to stellar status,” Joseph added.

CleverTap noted that “stellar businesses” use the highest level of personalisation by using real-time data to produce immediate and highly relevant messages based on consumer behaviour and events.

CleverTap analysed 500,000 messages in 43 e-commerce businesses globally.