{"id":22595,"date":"2024-01-31T16:49:10","date_gmt":"2024-01-31T16:48:00","guid":{"rendered":"https:\/\/www.bloomreach.com\/library\/how-on-site-personalization-enhances-your-omnichannel-strategy"},"modified":"2025-10-30T15:30:11","modified_gmt":"2025-10-30T15:30:11","slug":"how-on-site-personalization-enhances-your-omnichannel-strategy","status":"publish","type":"library","link":"https:\/\/www.bloomreach.com\/en\/blog\/how-on-site-personalization-enhances-your-omnichannel-strategy","title":{"rendered":"How On-Site Personalization Enhances Your Omnichannel Strategy"},"content":{"rendered":"

Every marketer knows there\u2019s no such thing as a constant in ecommerce, but there is<\/em> one thing you can bank on: the expectations of customers are ever-increasing.<\/p>\n

A few years ago, marketers could get away with campaigns that had a few personalized touches to entice a shopper to click through to their website. But today\u2019s shoppers are looking for more than just their name in the subject line of an email. They want comprehensive personalized experiences with the brands they give their business to.<\/p>\n

However, while modern businesses are getting better and better at utilizing multiple marketing channels and building out omnichannel campaigns<\/u><\/a>, that comprehensive experience is still not quite fully realized. Far too often, personalized campaigns don\u2019t follow through on their complete promise.<\/p>\n

Once a customer lands on your website, your job as a marketer isn\u2019t done \u2014 you need to offer a personalized journey from start to finish<\/strong>, complete with an on-site visit that continues the individualized experience that you offered your customers when they clicked through from your email, SMS, or ad.<\/p>\n

Here\u2019s how you can accomplish the personalized omnichannel experience your customers are looking for with targeted campaigns that connect seamlessly to your on-site personalization \u2014 which is a level of personalization only possible with Bloomreach.<\/p>\n

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Why Omnichannel Campaigns Suffer From a Disconnected On-Site Experience<\/h2>\n

Almost every online shopper has experienced the scenario we\u2019re talking about: the SMS, email, or ad you get served says one thing, but when you click through to the website, it says another. It\u2019s as if the website is completely separate from the campaign you were just served.<\/p>\n

That\u2019s still the case with too many ecommerce brands. The start of an interaction is personalized to entice customers and stand out in a crowded inbox or social feed, but the elevated customer experience you expected from the targeted and tailored messaging suddenly vanishes as soon as you get to the website.<\/p>\n

That\u2019s because businesses have taken some initial steps toward a personalized experience, which are important in their own right. Many are readily utilizing tools like customer segmentation<\/u><\/a> and dynamic content to tailor the messages they send to their audiences on competitive key channels (as they rightly should). But once a customer clicks through to your ecommerce store, you can\u2019t drop the ball and cut that personalized experience short.<\/strong><\/p>\n

If your email offers a free shipping incentive, for instance, your on-site experience needs to reflect that offer as soon as your email recipient clicks through \u2014 they shouldn\u2019t have to hunt for that offer once they get to your website.<\/p>\n

The same goes for a specific sale, recommended item, or product collection you highlight in a campaign. Your channels and your website need to be fueled by real-time data so that your audience\u2019s journey builds on each new interaction, guiding their experience toward purchase from one click to the next.<\/p>\n

Thankfully, a throughline of personalization is possible with <\/strong>Bloomreach Engagement<\/u><\/strong><\/a>. Our omnichannel marketing solution allows you to tailor your on-site experience and have it sync up with your marketing channels using powerful, targeted weblayers<\/u><\/a> \u2014 available directly within scenarios. <\/span><\/p>\n

You can trigger personalized banners, pop-ups, or embedded content based on the same real-time behaviors and campaign logic that drive your messages \u2014 all without switching modules or managing multiple workflows.<\/span><\/p>\n

Read This Next: <\/strong>Why Web Personalization Belongs in Your Journey (Not Outside It)<\/u><\/strong><\/a><\/p>\n

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The Tools It Takes To Create a Truly Personalized Experience<\/h2>\n

Before we dive into orchestrating an end-to-end personalized experience, we first need to make sure we have all the tools to make it happen.<\/p>\n

To achieve the next-level personalization that your customers expect, you\u2019ll need complete access to your data. True personalization isn\u2019t possible without a 360-degree view of each customer, as well as a rich product data set with all the product attribution and categorization needed to connect the right customers to the right products.<\/p>\n

This is what Bloomreach does better than any other platform available.<\/strong> Our built-in customer data engine<\/u><\/a> translates every known and anonymous interaction into a user profile, so you always have a rich understanding of all events, customer properties, actions, and predicted behaviors. Combine this with a thorough understanding of your product catalog and each item\u2019s attributes, and you have the deep knowledge you need to fuel incredible customer journeys.<\/p>\n

But fuel is only the first step. You also need to weave all your real-time data together and make the right connections to craft an omnichannel journey that extends from marketing campaigns to your on-site experience. This is where AI becomes a necessity \u2014 and it\u2019s the reason our platform is powered by Loomi<\/u><\/a>, our AI built for ecommerce.<\/p>\n

With the power of Loomi, your data can drive your omnichannel campaigns and your site experience in real time.<\/strong> Fueled by our customer data engine and connected to all your channels and touchpoints, Loomi is purpose-built to solve the specific challenges of ecommerce. It\u2019s the intelligence that translates data into seamless experiences across every workflow, from automated omnichannel marketing campaigns to on-site personalization, so your customers keep coming back for more.<\/p>\n

This is the key to building end-to-end ecommerce experiences and executing them at scale. And if you\u2019re wondering what this looks like in practice, we have the perfect example to show you just how game-changing this level of personalization can be.<\/p>\n

How Bloomreach Connects Targeted Campaigns With On-Site Personalization<\/h2>\n

Let\u2019s dig into the details and see what this comprehensive personalized experience looks like using the free shipping incentive we mentioned above.<\/p>\n

A personalized free-shipping incentive<\/u><\/a> is a tried-and-true use case<\/u><\/a> that marketers can employ to entice their customers to increase their order value. To do this effectively, you\u2019ll want to invite customers to take advantage of the deal through coordinated campaigns across marketing channels.<\/p>\n

With Bloomreach Engagement, you can create a weblayer that personalizes the on-site shopping experience of your customers by offering a free shipping incentive on orders over a certain amount (for this case, we\u2019ll say $100). This weblayer can be customized to remind them of the incentive on category, product, and checkout pages as they shop around your site, and it can highlight how much more they need to add to their shopping cart to hit the free-shipping criteria.<\/p>\n

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This weblayer is a beneficial addition to any visitor\u2019s on-site experience, adding a level of personalization that uniquely speaks to their real-time customer journey and invites shoppers to purchase more.<\/p>\n

Plus, with our unified platform, you can make this personalized experience a comprehensive one.<\/strong> You can use this weblayer as a jumping-off point to build omnichannel campaigns that target the ideal audience for this free-shipping use case.<\/p>\n

For this particular incentive, it would be worthwhile to target customers who have recently shopped around your ecommerce store and abandoned their shopping carts. Customers that added items to their cart totaling just below $100 in the past month, and then abandoned their shopping journey, would be the ideal audience. These customers could return to your site, put one more item in their cart, and trigger this promotion, so it would be an especially beneficial offer.<\/p>\n

In Bloomreach Engagement, you can easily build a hyper-relevant audience that targets customers with this ideal criteria \u2014 customers who have added items to their cart for less than $100, abandoned that cart, and haven\u2019t made a purchase in the past month.<\/p>\n