Welcome to the bespoke revolution.
With countless products and trends fighting tooth and nail for attention, the consumers of today don’t have time for half measures.
And one of the biggest ways to cut through the noise is through personalised experiences. Let’s look at why those two little words are so important in today’s ever-present commerce world, and - with the help of a few examples - show that bespoke journeys aren’t just a nice-to-have; they’re the future of the industry.
The evolving expectations of consumers
Consumers today sure are savvier than ever. Living in a world of nigh-total convenience, people no longer settle for a one-size-fits-all approach.
Modern customers want to be recognised as unique individuals, not one of many. We want to feel seen and understood, and brands that can’t do that are going to get dropped fast.
That means gone are the days of generic recommendations and indiscriminate promotions, replaced by a rising tide of frustration when interactions feel impersonal or mismatched.
Consumers have grown up in an era of digital perfection, where every swipe, click, or scroll is expected to be relevant.
This, ultimately, has blossomed from an increasing willingness to share personal data, brought about by the ceaseless and unprecedented level of connectivity we find ourselves in.
But why the willingness to share?
Well, because if that information translates to a smoother, tailored and customisable experience, a little data becomes a worthwhile exchange.
Take the example of Salons Direct, a leading supplier of hairdressing and beauty products. Working with Velstar across SEO, PPC, and affiliate marketing, they saw a 33% increase in assisted conversions YoY.
It’s clear that when brands demonstrate they truly “get you”. Loyalty follows without hesitation.
What personalisation looks like
This change in dynamic led to a whopping 74% increase in conversions and an astounding 188% increase in sales. Better yet, 40% of all sales came from customers using this personalised tool, showing just how essential a tool it was for their customers.
That right there is what it looks like to understand your audience.
When customers feel that a brand understands them, the connection between them deepens. That personal connection compels consumers to return time and again, thereby turning them into lifetime advocates.
Personalisation means something different to everyone. It can be the granular details of a recommended product to compliment the contents of a user's shopping cart, or it can be a wider understanding of what all users want.
For that latter point, take NEOM Wellbeing as an example. With their website accounting for just under 50% of their total sales, they wanted to have a site that delivered the best possible user experience.
Armed with the brief, Velstar produced a full redesign of their websites, delivering a mobile-first, best-in-class experience that exceeded expectations.
NEOM Wellbeing knew what their customers wanted, and by working with a Shopify Premier Partner agency, they were able to give them exactly that.
When customers know that a brand has invested time and resources into understanding their unique needs, every interaction becomes an opportunity to deepen the relationship.
Don’t stray too far
While the pursuit of personalisation can propel brands forward, don’t forget that there is a line you really shouldn’t cross.
There’s nothing more offputting to a consumer than a brand that comes across as creepy or needy. Bombarding customers with an endless stream of ads, or recommendations based on every online move, can make them feel like you’re hanging over their shoulder, monitoring everything they do.
The key is to keep that human touch. Even as the world jumps merrily aboard the AI bandwagon to streamline everything, remember that there is nothing like the reassurance that comes from having the genuine human element.
Take this example from AVON, the world-famous beauty business. As their online presence began to grow, AVON wanted to focus on replicating their personalised 1-1 selling model to give customers more choice and convenience online.
Working with Velstar to seamlessly migrate AVON’s ecommerce operations to a custom Shopify Plus store, AVON gained the freedom and flexibility to focus on giving the customer a more personalised experience. These efforts saw an 80% increase in direct-to-consumer sales, and a 10% increase in conversion rate - a huge upturn.
Balancing these factors isn’t always easy, but the rewards are clear. When customers feel respected, they are more likely to build a long-term, loyal relationship with your brand.
The future is bright
With emerging tech like AI and augmented reality advancing at a rapid pace, the potential for ecommerce has never been greater.
We’re already starting to see the scope of what these incredible technologies are capable of, yet realistically, we’re only starting to scratch the surface. And with these new developments comes plenty of opportunity.
As always, it pays to be bold, and brands that are willing to lead the way are often the ones to reap the rewards.
So what does the future hold? Well, we can't be clairvoyants, but we can speculate at the boundless opportunities ahead.
Well, personalisation options will certainly see greater detail, where experiences are so finely tuned that every customer feels like the service was custom-built for them. Rather than treating visitors as part of a broad demographic, brands will need to delve deep into individual preferences and even anticipate future needs, creating a truly bespoke service experience.
Another trend will likely see the seamless integration of online and offline stores. This digital transformation has already begun with brands like NEOM Wellbeing, which combines its Velstar-built, mobile-optimised websites with a strong digital presence.
This strong foundation sets them up for a future where consumers will be able to walk into a store, and enjoy the same enriched experience they would get online, or vice versa. Both online and offline touchpoints will work together to deliver a consistent and deeply personal journey.
In this new era, personalisation won’t just be an add-on feature, it will be the strategic core that will determine who shines and who doesn’t. Brands will need to invest in new technologies and data tools to stay ahead of the curve.
Embrace the revolution
The world is changing, and now is the time to decide whether you want to change with it, or fade into obscurity.
If you’re ready to take your brand to the next level, get in touch with us. As a Shopify Premier Partner, we specialise in building, growing, and scaling lifestyle brands.
We’ve partnered with some of the biggest brands in the world to help them reach the next stage of their journey, and we’re always looking for the next big business to work with.
If that sounds like you, get in touch, and together we can go far.
