Recently, I was discussing with a person the personalization of their sales channels (website, app, and offline). 50% of clients ask: “Can I arrange products in blocks myself?”.
Of course not
You yourself pay us money so that our Skynet %startup_name% can figure out what to sell to which client, and at the same time you want to control it. What’s the profit for you then?
On the one hand, this is a lack of trust in technology, and on the hong kong phone number data other hand, there is something that novice startups miss: business rules.
Just as pharmaceutical companies pay pharmacists to display aspirin at a price 50x the base price, so stores are paid by antivirus developers so that each product is sold with an antivirus of a certain brand. They pay not even for the fact of sale, but for the fact of offer.
This is money, live, material, and right now. And then personalizers come and say: “Our %startup_name% will decide what should be here” without any guarantee that these recommendations will bring in more money than from a paid antivirus position. Even without any guarantee that this technology will bring anything at all (let’s do an A/B test, huh). That’s why the question of control arises. What if your %startup_name% ruins our entire cash flow. You’ll die, and we’ll still have to live and work here. The same story as when offline businesses were previously offered to make a website: why do I need a website if all my clients live within a 200-meter radius of the office?
That’s why advanced personalization
services allow you to fix places for products sold according to business rules and attach additional conditions to them. Something like: okay, the first position in the accompanying product is filled with antivirus. But %startup_name% will decide which antivirus to sell. And in cases where %startup_name% couldn’t solve it, then we’ll sell %antivirus_name%.
Also, for example, the peculiarity of selling food products applies to business rules: such stores need top content marketing tips you need to decrease their assortment, not increase it. It’s better to have 3 types of yogurt in stock that will go bad in 3 days, but the probability of selling them is greater than 30 types. And personalizers come and say: “we will allow you to expand the data on product matrix.” Go to hell, okay?
Message: personalization needs to be introduced smoothly, with lubrication. Otherwise, there is a chance of damaging an unprepared business.