What is today's possibilities regarding personalization?
Personalization- and Recommendation engine providers working in e-commerce environment will launch more predictive analytics and offer more immersive and visceral experiences for every step of the user journey.
Personalized Pricing will dominate - different prices will be shown for different users, because people don’t just differ on what product they would like to buy but they also have differences on how much they’re willing to pay for the same item or service. With more or less limitations, personalized pricing has already started to slip over the e-commerce since the memorable Orbitz-case when the booking retailer charged Mac users as much as 30 % more (based on the survey alleging that Mac users spend 30 % more on hotels) In the future the easily accessible, more processed databases and technologies will allow e-stores to drill deeper into granular customer details.
Experts forecast more radical inclusion of offline sourced data for e-commerce Personalization. Brick-and-mortar stores enjoy full involvement in the evolution of personalization, they will be armed with powerful methods to integrate their offline and online shopping experiences.
Augmented Reality will penetrate the e-commerce, and once the customers’ personal space (home, clothes etc.) appears together with the product they will feel more confident with their purchases which will not be limited to cosmetics retailers, where the future has already started: Sephora Virtual Artist provides a personalized shopping experience for women who like experimenting with different looks. Users can try how different makeup looks, take a photo of the clothes will be worn to match the opted colors, learn how to set up makeup with virtual tutorials and check out different full face looks. Ikea is another retailer utilizing augmented reality their catalogue that has been available in AR format since 2014. The rise of AR- application developers is forecasted, whose forerunners are already in the market (Marxent Labs, Total Immersion, Augment) developing augmented reality tools that allows customers to view, rotate, move the product in real time, or offer even more compound functions.
Source: VR Scout
The rapidly developing personalization will mutate or even change the profession of online marketing: as the most effective targeting method is evolving, marketers will transform from the state of using manual and traditional approaches to be personalization specialists. At marketing execution and budget planning using the accessible user big data, predictive analytics and machine-learning-based algorithms will spill down even to the most basic decisions that will be made more quickly.
Personalization, in the Age of Machine Learning will experience a quantitative and a qualitative increase. Quantitative increase means here that with machine learning revolution, personalization will be done at scale, and will be used even by those e-businesses that have no means to use it now. Qualitative increase includes that personalization will see a massive democratization: with user-friendly platforms dominated by well-rounded, comfortable GUIs (graphic user interfaces), customized algorithms can be created and managed by the marketers and admins of the e-retailers who will not need capabilities to code.