Up to what extent website personalization can help in creating urge to buy impulsively?
The digital transformation is making most of the organizations to go online and start doing business through e-commerce models. Website personalization is something that can really attract, engage and make the customers to buy on impulse.
Your inputs please.
Dear Dr. Abu Bashar , Interesting question. Personalization (of products, service, delivery, websites etc.) bring customer close the company. Dr. Anamitra Roy has given a detailed information - I could take a hint from his answer. That is...
when we try to personalize website for millions of customers - Personalization will just be a concept and will not be well pronounced. All personalized websites will look more or less in the same way.
Thanks and warm regards Yoganandan
One if my master students did research on online platform design, which she found had a positive influence the personalization of advertising among over 3 000 Millennials in South Africa. We are still busy trying to find a home for (i.e. publish) the journal article.
Abu Bashar
Dear Researcher,
Thank you for the wonderful question.
Your question seems to be about the impact of advertising in websites on impulsive buying. Its a very interesting topic of discussion under the circumstances because now advertising through digital media is getting a lot of importance due to the ongoing pandemic.
To answer you quantitatively, we need to pursue a research. But if I try to answer you on the basis of my perceptions, I would have to say that in a country like India it will depend on a few factors. It will be better to understand that India is still now not ready for anything digital and I say that keeping in mind the vast rural population of this country to whom a smart phone may be a luxury.
To be honest, in India, advertisements in websites may get highlighted only when the commodity has a brand name. It is easily recognizable. Otherwise, its difficult. If we compare the size of the digital market and the non-digital market, the reasons would be clear to us. So, we should not get surprised, if we see only established brand names in Indian markets trying to influence impulsive buying this way.
Best regards,
Anamitra.
From the other hand we talk about sustainable consumption. It requires smart consumer buying decision when impulse buying is not exactly the solution. All marketing efforts have to become more sustainable, so maybe to use website personalization for building trust and relationship. Consumer will comeback and consume more, impulse buying behavior seldom leads to loyalty.
Dear Dr. Abu Bashar , Interesting question. Personalization (of products, service, delivery, websites etc.) bring customer close the company. Dr. Anamitra Roy has given a detailed information - I could take a hint from his answer. That is...
when we try to personalize website for millions of customers - Personalization will just be a concept and will not be well pronounced. All personalized websites will look more or less in the same way.
Thanks and warm regards Yoganandan
Yoganandan G.
Dear Professor,
Thank you for your appreciation of my answer in this thread.
In a country like India, when we are actually starting with digital marketing, initially all personalized websites will look more or less in the same way. I totally agree with you on this ground. But in the long run, when brands will become "brands" through development of brand elements over a period of time, then they may look different. Lets not get surprised, if 2/3/4/ 5 years from now if this difference in personalized websites start to get prominent.
Best regards,
Anamitra.
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