Via Scoop.it – Social Media Content Curation
The reason today’s consumers are struggling with daily deal sites is because the filtering mechanisms and technology aren’t quite ready to handle highly targeted offers to individuals. There are too many “deal pushers” at a time when consumers really want simplicity, relevance and accuracy. For online commerce to succeed, then, discovery theory must evolve. There are three aspects to the challenge: the discovery process itself; curation, or the sourcing of high-quality, appropriate product solutions; and personalization, which involves accurately matching the right product or service with the right individual, at the right time. – Discovery, when properly executed, is about helping consumers find stuff they didn’t even know existed. Discovery is an ongoing process, one that is continually refined over time to generate relevance at deeper levels regardless of how the person’s interests change.
– Curation is about offering a filtered selection of high-quality products and services to consumers. Creating a conscious effort to select a handful of products that are unique, interesting and high-quality eliminates excessive product sifting on the customer’s end. The result is a highly targeted, meaningful shopping experience.
– Personalization ensures that the right offer reaches the right person at the time that person needs it most.
To achieve this ultimate dialogue between merchant and customer, e-commerce companies must perfect the troika of discovery, curation and personalization, then apply all three consistently in the retail environment… [read full article http://j.mp/tsrXUN]
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