Learning from customers, finding the right time to engage and building a unified set of data are the key to successful personalisation, Farfetch’s chief product officer Ephraim Luft said at the Drapers Digital Festival.
farfetch drapers digital festival
“Consumers now spend their entire life on their mobile phones and are willing to share personal information and engage with mobile apps then they are on desktops or on the mobile web,” he said.
Luft urged retailers to find out what resonates with their customers and understand what they’re looking for.
“We need to work to understand where the customer is in their journey: are they simply bored, or are they further down the tunnel and focusing on research and selection? Once you understand that, you can focus on asking questions or showing them complementary product to drive a purchase.”
He warned that retailers need to find ways to tie into their consumer’s day-to-day lives, rather than relying on them visiting a retailer’s homepage.
“You’re setting your sights short if you’re trying to build a destination and expecting customers to seek you out. You need to work to understand how you can weave seamlessly into their live. Understand how they go about their day-to-day lives and figure out how to integrate that. Be there at the moment that the customer needs you.”