User de-anonymisation and the impact on sales

The economic success in sales due to innovation activities allows to analyse the diversity of data and to improve the hyper-personalisation of companies towards a better customer experience.  

The term digitisation is the order of the day, as in the wake of the Covid-19 pandemic, companies have had to reinvent themselves and adapt to technology, creating an opportunity for them to digitise their processes and implement new, secure, and innovative alternatives in their online platforms, always being aware of how far each business can go in their strategy.

In the wake of the Covid-19 pandemic, 70% of companies have decided to change their approach from Big Data to Small and Wide Data to provide a new concept of data analysis and Artificial Intelligence (AI), due to the change in consumer behaviour and the need to look at data usage from a different perspective.

Therefore, the challenge for companies lies in analysing the amount of information that can be generated and accumulated by consumers, adding value to it, and using it strategically, with data being one of the pillars of their business model.

As a result of what has been experienced in recent years, the aim of organisations is to obtain personalised consumer information once it has been registered in their systems, and thus be able to interact with them based on useful and specific information, increasing the return on investment and with it, the number of sales.

What are the advantages of de-anonymisation for businesses?

Among the advantages of implementing these systems that end up improving the process and the user experience, the following stand out:

  • Knowledge of the customer and optimisation of the customer journey: Investing in technology that allows us to know the customer will facilitate the creation of personalised experiences based on the tastes and needs of users. The exploitation of data allows brands to approach the public with a greater possibility of purchase, in most cases leaving them with a positive memory. Consumers are looking for a quick, dynamic, and simple purchasing process. For this it is important to locate and know the blocking points and improve them, thanks to user navigation data and conversion rates, and to ensure that the process guarantees the end of the process in a satisfactory way, transforming the sale.
  • Adaptation of products/services: nowadays there is great competition in almost all sectors of activity, which makes it essential to know the desires, needs and thus the particularities of each customer to be able to offer them exactly what they are looking for now they are looking for it, making the difference with competing companies.
  • Payment methods for each user: The payment methods used by users depend on many factors, among which are the price of the purchase, the channel used, the country of origin of the buyer and the socio-demographic profile of this. Merchants must be able to offer one payment method or another on a user-by-user basis, meeting consumers’ preferences in time for the purchase they are making at that moment. If now of greatest friction in the purchase, such as payment, the consumer has the possibility of paying with their usual payment method and the one they feel comfortable with, they will finish the checkout process having enjoyed a simple, fluid, and intuitive shopping experience.
  • Increased sales: Investing in user de-anonymisation techniques allows retailers to generate effective campaigns using data and information about potential consumer behaviour. These campaigns aim to generate in consumers the need to purchase a specific product at that very moment.
  • Consumer loyalty: The process of developing a satisfactory relationship between consumers and brands is becoming increasingly important, so personalising every part of the purchasing process, including the payment process, makes consumers willing to repeat the purchase and even recommend the brand to their acquaintances.

Sipay, a platform specialising in payment solutions for retailers, stresses the importance of getting to know the consumer to offer them a personalised service adapted to their needs, generating new business opportunities, and contributing to a good customer experience at the time of purchase and for future occasions.

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