Why Understanding Customer Metacontext Outperforms Every Time

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Why Understanding Customer Metacontext Outperforms Every Time

The Creation of Intuitive Commerce Solved the 'In The Moment Context' of an Online Customer Conundrum.

From the earliest days of online shopping, businesses have hunted for competitive advantages. 91% of customers are more likely to buy from an online store that provides personalised experiences and 94% of companies see creating unique experiences through personalisation as critical to their current and future success.

Traditional recommendations and personalisation techniques all too often relied on probability. If a previous shopper purchased an item, is the next customer actually likely to want to purchase that same or even the same combination of items? This goes against the very nature of the idea of personalisation. How can personalisation be based on the wants and needs of historical transactions and events of other customers? "Customers are unique and should be treated as such!" Techniques were therefore developed to serve the needs of the individual. Understanding a customer's historical events to provide recommendations was therefore the next step in the evolution of search and recommendations. Retailers have employed sophisticated tools for understanding their customers by collating data across the entire omni-channel to generate recommendations and retargeting campaigns.

Businesses such as Amazon, Netflix and Spotify have been outstandingly successful with personalisation technologies, however even businesses like these are prone to providing irrelevant suggestions. This is because businesses are unable to obtain the most fundamental element of any shopper's purchase decisions. Context. The 'in the moment context' of the customer is constantly changing in real-time.

A shopper's "in the moment context" is going to be affected by a combination of multiple contextual factors driving their metacontext.

Budget Context. People's budgets will change throughout the month, for example before or after payday, and indeed budgets will even change throughout a shopping journey. I just purchased a better value sofa so I now have more to spend on the rug. That bargain jacket looks stunning with that expensive dress.

Style Context. A customer looking for smart evening wear and informal beachwear for their summer holiday. Which room or even which wall is that piece of art going to be hung? Someone might be conservative in their clothes but wild in their wallpaper!

Semantic Context. Are those sunglasses retro or are they vintage? Is the wild wallpaper wacky colours and patterns or is it dingos, strawberries or a stormy ocean? A formal work shirt for a lawyer is likely to be different to that of someone working for a tech company.

Search Context. Does your customer know what they are looking for or are they seeking inspiration? This is even without going into how hard it can be to describe what one is looking for, or what they don't know what they are looking for? Describing a boring item of clothing can be a challenge, let alone an item of jewellery.

Previous Purchase Context. Was the Robin Hood outfit purchased for a fancy dress party or is the customer actually Robin Hood?

Thus far, all contexts I have described relate to the individual's context. What happens when a returning customer visits a website to purchase a birthday present for, say, their sister? What is their budget now, how does their style differ and do they even have an idea of what gift they are looking for? All previous events and data are now irrelevant, they have essentially become a completely new customer in disguise. This breakdown of intelligence data is also true when visitors do not consent to sharing their cookies, as discussed in my earlier blog,

External Factor Context. Factors like the time of day, the season, the weather, topical trends. Shorts being recommended during a heatwave or Make America Great Again merchandise before an election. Why is Netflix recommending children's TV programmes at 10pm?

We have all spent many frustrating hours searching for items online because product recommendations are unable to keep up with the real-time changing context of the buyer, which is resulting in sales funnel bottlenecks, increased drop-offs, frustrated non-returning customers, resulting in lower conversion rates, revenue and AOVs, which could otherwise be achieved.

The Era of Intuitive Commerce is Born

Visii takes the search out of shopping with our exponentially better intuition-based AI platform: a totally new approach to online sales which uses the context of human behaviour to help online businesses understand their customers and serve them with exactly what they want, every single time. Intuitive Commerce is the next generation of personalisation, helping large and small businesses in every sector to increase their sales and transform their customers’ experience

How Intuitive Commerce Works

Assesses the context of human behaviour to understand each customer’s unique sense of taste and style

Responds to real-time feedback and infers each customer’s needs from their context

Accelerates sales by taking each customer’s priorities and prerequisites into account

Data has shown this approach outperforming personalisation by 66% in revenue uplift.

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