Everyone has their preferences when it comes to fashion. What makes every fashion and apparel retailer different is the competitive, strategic and personalised experience for each consumer.
Personalisation will be vital to several retailers and brands’ growth as they return from the pandemic, despite its difficulty. Also, consumer behaviour is the main reason for retail’s rapid digitalisation. Because of the pandemic, it is clear that they want seamless, tailored experiences wherever they shop.
Digital shoppers are defining and ordering tailored to their preferences, according to Bryan Thoensen, Tik Tok’s head of content collaboration. Personalisation is the secret, and technology is the enabler, he said.
Personalisation has progressed to the point that it is now fully customer-centric. To today’s shopper, siloed channels and touchpoints are no longer appropriate. They want a seamless real-time personalisation experience across all platforms.
Consumers prefer products that share their beliefs, so they seek authenticity from the apparel companies they interact with. Fashion brands should consider how to communicate with these inspired customers by offering goods and experiences that are seen as exclusive.
The use of AI and machine learning systems has had a significant impact on new fashion shopping. Brands and suppliers may use AI to advance unique personalisation by using previous buying behaviour, preferences, previous search preferences, and choices.
If AI “assistance” services improve, brands will make more informed strategic choices about product creation and new business lines.
To create confidence, e-commerce brands and technology providers will need to find ways to make AI decisions more straightforward and less perplexing.
Brands and retailers can detect emerging patterns using the data they’ve collected using range and preference criteria. Combined with quick manufacturing facilities, it allows new fashion products and contents to hit the shelves quicker than ever before, effectively removing the need for fashion seasons.
Product Information Management (PIM) software, for example, can help build customised product packages and show specific product reviews so that individual consumers can identify items and provide a contextualised shopping experience with goods that fit their needs.
PIM maintains continuity across all channels by providing reliable and appropriate product data. Whether a customer wants to shop on their phone or in an e-commerce store, the right type of product content can be identified, offered at the right time, and the correct location in the buyer’s journey.
With personalisation enhancing the consumer experience, product details must be prioritised. By processing large amounts of product data, customised interactions that genuinely resonate on an individual level can be created. PIM provides customers with a more personalised shopping experience, resulting in higher sales and long-term customer loyalty.
