{"id":59943,"date":"2015-11-05T11:00:00","date_gmt":"2015-11-05T11:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=59943"},"modified":"2015-11-05T10:33:53","modified_gmt":"2015-11-05T10:33:53","slug":"selecting-personalisation-software","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/ecommerce\/web-personalisation\/selecting-personalisation-software\/","title":{"rendered":"Selecting Ecommerce personalisation software"},"content":{"rendered":"

10 practical recommendations for choosing the right retail personalisation\u00a0service for your online store<\/h2>\n

Although ecommerce is now a relatively mature industry, the software solutions that underpin the industry are still very much evolving. Nowhere is this more apparent than in the personalisation field. Recommendation engines were perhaps the first tools to promote personalisation, but it is now a common feature espoused by many ecommerce tools, in systems designed for both marketers and online merchandisers, with each often having a very different take on what it means and the benefits it brings. If you\u2019re in the process of selecting personalisation software where should you begin, what questions should you ask?<\/p>\n

\"Personalisation\"<\/a><\/p>\n

#1\u00a0KNOW YOUR GOALS<\/h4>\n

It may seem obvious, but knowing what you hope to achieve by selecting a personalisation solution is critical to selecting the right product. Although a \u2018no brainer\u2019, don\u2019t fall into the trap of not explicitly stating your aims. Write them down, and be specific \u2013 \u2018increasing sales\u2019, \u2018improving conversion\u2019 or \u2018improving the customer experience\u2019 are not enough. They are laudable goals, but such high-level sentiments won\u2019t help you in the selection process.<\/p>\n

Do you need to increase product exposure, or increase product sales diversity? Are you looking to generate personalised alternative recommendations on product pages, or complementary recommendations? Do you want to increase ROI on your email marketing? By how much? Are some product categories more important to you than others?<\/p>\n

Although on the surface many solutions may look the same, there\u2019s usually a difference to be found somewhere. Some will be more suited to some tasks than others, and being clear about what you hope to achieve will help you recognise these differences when looking under the hood.<\/p>\n

#2 KNOW YOUR ISSUES<\/h4>\n

In parallel to your objectives, it\u2019s likely there are one or two issues within your business that you hope a personalisation solution can address or mitigate. As with your aims, it\u2019s important to write them down, and be honest with your appraisal of the situation. Don\u2019t sugar coat them, or ascribe tangential problems to root causes \u2013 this will only help cloud your assessment.<\/p>\n

Perhaps your team is under-resourced, or lacking in some key capabilities or skills? Perhaps you have a data problem (with customer data or product data), or perhaps you\u2019re not meeting your performance targets?<\/p>\n

If there are some issues you hope to address through personalisation, it\u2019s critical you understand what\u2019s causing them. A personalisation solution will likely help mitigate resource or performance issues, but it\u2019s doubtful it could solve a data issue. Be realistic about what each solution can likely achieve and don\u2019t kid yourself that technology can solve all your woes. There are no silver bullets.<\/p>\n

#3 ACT YOUR AGE<\/h4>\n

Are you (or more accurately your company) an old hand at ecommerce or green behind the ears? Are you looking to introduce or automate some new business processes, or are you looking to optimise some existing ones?<\/p>\n

Where you sit on the maturity curve has implications on how you should conduct the selection process. If you\u2019re new to the game then most systems will afford you most of the benefits, and therefore cost and expediency should probably be your watch words. You shouldn\u2019t have to analyse each solution to the nth degree. But if you\u2019re an old hand, looking to optimise an existing process, then you should take your time \u2013 don\u2019t rush into selecting an alternative solution to the one you have. Be mindful of what your existing system or process does well, not just those areas in which you find it wanting. And be careful to balance the benefits of moving to a new solution against the total cost of change. Marginal benefits are easily lost.<\/p>\n

#4 DON\u2019T BITE OFF MORE THAN YOU CAN CHEW<\/h4>\n

Be realistic about your ability to integrate and use any new tool. No company has infinite resources, so it\u2019s likely you\u2019ll be weak in some areas\u2026in capacity, capability, money or time.<\/p>\n

Avoid selecting a technology partner who could exploit, or at the very least aggravate, your weaknesses. If you\u2019re low on headcount, don\u2019t pick a solution that requires a complex integration, or if you\u2019re working to a tight budget perhaps leave the tier-one systems for another time. Most importantly, if you have pressures in both capacity and capability, avoid the solution with all the bells and whistles and look towards those that favour automation.<\/p>\n

#5 ACCEPT EACH SUPPLIER FOR WHO THEY REALLY ARE<\/h4>\n

It\u2019s vitally important you recognise (and accept) technology partners for who they are, and select one who will ARTICLE complement your business, not irritate it. Every supplier is different and has different strategic goals. Some aim to foster long-term relationships with their clients, others wish to expand their customer base as quickly as possible. Some look to grow profits primarily through licence agreements, others through post-contract services.<\/p>\n

It usually doesn\u2019t take much to get a picture for what each supplier is like, or aspires to be. Talk to as many of their staff as possible, managers and workers alike, and talk to their clients, but not just those that the supplier sends your way. You may like their technology, but that is that enough?<\/p>\n

#6 RECOGNISE EACH TOOL\u2019S PEDIGREE<\/h4>\n

No tool does everything, and no tool excels in every area. Most solutions started off performing one or two niche tasks well, and over time grew to include additional features, or, later in their development, were combined with other solutions through a merger or acquisition.<\/p>\n

No tool does everything, and no tool excels in every area. Most solutions started off performing one or two niche tasks well, and over time grew to include additional features, or, later in their development, were combined with other solutions through a merger or acquisition.<\/p>\n

Some tools have a marketing (customer acquisition) bias, and some a merchandising (product discovery) bias. Some present themselves as tools to be used, others as a route to automation or a means to increase team productivity.<\/p>\n

Be mindful of each solution\u2019s bias \u2013 don\u2019t select a solution whose primary focus is not aligned to your objectives (re point #1).<\/p>\n

#7 DEVISE A SCORECARD BEFORE YOU MEET SUPPLIERS<\/h4>\n

Scorecards are a common and useful tool for evaluating competing offerings. In fact, without a scorecard how else is one supposed to judge? Relying on personal opinion, be it your own or that of your peers, is clearly a bad idea.<\/p>\n

But scorecards aren\u2019t infallible, and you shouldn\u2019t necessarily follow them to the letter \u2013 your opinion on what matters most will likely change as you learn more about what each solution can and can\u2019t do.\u00a0However, never leave the creation of your scorecard to the last minute, and try to capture the bulk of what you consider important before learning too much about each solution, else you run the risk of designing a scoring method to pre-determine an outcome. And should you find, during the process, your scorecard does need revising, apply the revised method fairly to those suppliers who\u2019ve gone before, not just those you\u2019ve yet to see. If possible, invite earlier presenters back for another bite of the cherry.<\/p>\n

#8 GET UNDER THE SKIN OF WHAT MATTERS MOST, AND DON\u2019T WORRY TOO MUCH ABOUT THE REST<\/h4>\n

There won\u2019t be enough time for you to properly evaluate each criterion that you\u2019ve identified, so review your objectives and focus on the most important. As stated above, your objectives should be specific and clearly defined, and as such it should be possible to devise means of testing each solution\u2019s capabilities in relation to them.<\/p>\n

If you\u2019re a fashion retailer you\u2019re perhaps looking to automate the creation of complementary items, creating personalised outfits that look good. If so, focus on this aspect. Ask each supplier how their system will achieve this and how they avoid ridiculous clothing combinations. Don\u2019t be afraid of asking pointed questions and don\u2019t rely on the answers of sales reps \u2013 ask to speak to the developers of the solution if necessary.<\/p>\n

Checklist for evaluating personalisation software<\/h3>\n