Beyond the Basics: How E-Commerce Subscription Companies Are Retaining Customers With Personalization
By Carl Bleich
Beyond the Basics: How E-Commerce Subscription Companies Are Retaining Customers With Personalization
Table of Contents
As e-commerce subscription companies continue to grow, an already crowded marketplace is becoming increasingly competitive. Companies that aren’t investing in e-commerce personalization strategies have or will fall behind.
The global e-commerce subscription market was valued at just under $97 billion in 2022 and is projected to grow 71% over the next five years. This growth can be attributed not only to the boom in popularity of digital commerce, but also the efforts made by these subscription companies to use e-commerce personalization tactics to prioritize growth and customer retention.
As competition in the subscription space heats up, it’s time to start looking for ways to go beyond the basics of personalization and deliver even more personalized experiences that drive brand loyalty and keep customers coming back for more.
But what do those personalized experiences look like and how do you offer them to their customers? From AI-powered product recommendations to email personalization and beyond, we'll take a deep dive into the tools and tactics that are helping e-commerce subscription companies build brand loyalty and drive revenue growth.
How Can E-Commerce Subscription Companies Win With Data-Driven Personalization?
Data-driven personalization can drive significant impact for e-commerce subscription companies.
By using advanced AI and machine learning algorithms to analyze customer behavior and preferences, you can deliver personalized recommendations, offers, and content tailored to the needs and interests of each individual customer. Delivering highly personalized experiences will help e-commerce subscription businesses boost customer satisfaction and loyalty, leading to higher retention rates and increased customer lifetime value.
Data-driven personalization can be particularly effective for e-commerce subscription businesses, which rely heavily on repeat business to generate revenue. In fact, personalized experiences can increase customer loyalty by up to 80%, making it a powerful tool for businesses looking to retain customers over the long term.
By providing personalized content based on a customer's purchase history, browsing behavior, and preferences, businesses can create a more engaging and relevant shopping experience. This helps build stronger relationships with customers, increasing the likelihood that they’ll continue to subscribe and make repeat purchases over time.
The Best Personalization Use Cases for E-Commerce Subscription Companies
To help you better understand how personalization best fits in with the e-commerce subscription business model, here are some use cases that use personalization to help foster customer retention:
Personalized Messaging and Marketing Campaigns
E-commerce subscription companies can use personalized messaging and generative AI to communicate with customers in a way that feels more human and relevant. By using data on customer behavior and preferences in a single customer view, companies can tailor messages to individual customers, making them feel more valued and appreciated.
Using Bloomreach Engagement to power these personalized campaigns means you can use omnichannel personalization strategies to connect with your customers on the channel that best fits them. Bloomreach helps companies send fewer marketing communications overall, instead reaching customers with a more impactful message thanks to intelligent personalization.
Omnichannel Journey Orchestration
Building a consistent and seamless experience across channels is crucial for e-commerce subscription businesses seeking to increase customer retention. Customers expect a personalized experience that caters to their individual needs, regardless of which channel they’re using to interact with the business.
By leveraging the power of AI and machine learning, Bloomreach Engagement facilitates journey orchestration with a drag-and-drop tool that makes it easy for businesses to build sophisticated customer journeys without switching screens. This simplifies the process of creating personalized experiences across multiple channels.
Personalized Product Recommendations
E-commerce subscription companies can use AI-powered personalized product recommendations to suggest products to customers based on their browsing and purchase history. By analyzing customer behavior and preferences, companies can deliver highly targeted recommendations that are more likely to result in a purchase.
If you use Bloomreach Engagement to collect your customer data and put it to work for personalization, you can even personalize products for first-time visitors to your website (assuming they accept your cookie banner).
Customized Subscription Plans
Using previous purchase data and customer browsing data to create custom subscription plans shows that you understand your customers on a deeper level and are committed to providing them the best experience possible with your brand.
Rather than making every subscription standard, e-commerce subscription companies can offer customized subscription plans that are tailored to the specific needs and preferences of individual customers. By allowing customers to choose the products and frequency of delivery that works best for them, companies can improve customer satisfaction and loyalty.
Offering personalized pricing options based on customer behavior, location, or preferences can help your e-commerce subscription business drive revenue.
For example, companies can offer discounts or promotions to customers who have shown an interest in certain products, or adjust prices based on factors like purchase history or geographic location. Your company is collecting this data on customers — put it to work by personalizing the customer experience.
Being able to make predictions about your customers’ future behavior can help your business strategize and plan your personalization efforts. E-commerce subscription companies can use predictive analytics to anticipate customer needs and preferences, and deliver personalized experiences accordingly.
By analyzing customer data and behavior patterns, companies can make informed decisions about how to personalize the customer experience, from product recommendations to messaging and beyond. Bloomreach Engagement predictions are also customizable, giving marketers the flexibility they need to measure what’s most important to them.
Why Bloomreach Engagement Is Perfect for E-Commerce Subscription Companies
Bloomreach Engagement is the leading platform for e-commerce subscription companies looking to personalize the customer experience and retain customers at a higher rate. Our advanced personalization capabilities are powered by our customer data engine, allowing companies to offer highly targeted experiences that meet their customers’ unique needs and preferences.
Here’s how Bloomreach Engagement stands out from the competition:
Bloomreach Engagement gives businesses a unified platform for engaging with customers across multiple touchpoints, including web, mobile, email, social media, and more. This allows businesses to create a seamless customer journey and deliver relevant messages and product recommendations in real time, no matter where the customer is in the buying cycle.
By providing a consistent and personalized experience across multiple touchpoints, Bloomreach Engagement helps e-commerce subscription businesses build stronger relationships with customers and increases the likelihood that they’ll continue to subscribe and make repeat purchases over time.
Bloomreach Engagement provides businesses with actionable insights into customer behavior and preferences, allowing them to optimize their personalization strategies and improve customer retention over time. By analyzing customer data from multiple sources, Bloomreach Engagement can help businesses understand how and why customers engage with their brand, as well as identify areas for improvement.
Start experimenting with our A/B testing capabilities, which allow e-commerce subscription businesses to test different personalization strategies and measure their impact on customer engagement and retention. Or better yet, take advantage of contextual personalization in Bloomreach Engagement, which allows companies to use customer data and preferences to automatically send the best variant in a test to each individual customer.
Both of these features give companies the ability to try new approaches and refine their personalization strategy over time, creating a more effective and data-driven approach to customer engagement and retention.
Scalability and Flexibility
Bloomreach Engagement makes it easy for you to implement and scale personalization as your business grows.
You can use APIs and integrations to connect to leading e-commerce platforms. For example, if you already have a Shopify or Shopify Plus account, you can connect it with Bloomreach Engagement to analyze that data and run marketing campaigns on your Shopify store — without having to start from scratch or deal with numerous plugins. What’s more, you can use webhooks to integrate with nearly any third-party platform, making it easier to securely access that data to enrich your campaigns and provide more seamless customer experiences.
The combination of webhooks and integrations gives you the flexibility you need to get started quickly and add capabilities as you grow. No matter where you’re starting with personalization, you can easily integrate new touchpoints and data sources into your personalization strategy with Bloomreach Engagement, creating a more comprehensive and sophisticated approach to customer engagement.
Learn More About Personalization Use Cases at Bloomreach
Personalization is critical for success and customer retention in the increasingly crowded world of e-commerce subscription companies. By leveraging advanced strategies and technologies, subscription companies can create customized experiences that build brand loyalty, retain customers, and drive revenue growth.
Specifically, Bloomreach Engagement provides access to powerful capabilities that take personalization to the next level. To understand how our platform can help your e-commerce subscription business increase its customer retention rate, explore our use case library to find dozens of different use cases centered around personalization and customer retention.