Cookies & Fashion eCommerce
Cookies and Fashion E-commerce | RK
What is a cookie? The Data Protection Commission of Ireland defines a cookie as “a small text file that may be stored on your computer or mobile device that contains data related to a website you visit. It may allow a website to “remember” your actions or preferences over a period of time, or it may contain data related to the function or delivery of the site” (DPC, 2019).
Cookies play an essential role in improving the functionality and customer experience of fashion e-commerce websites. There are many significant benefits for fashion e-commerce businesses in using cookies. For instance, these tiny TXT files make wish lists, personalised recommendations and shopping carts possible (BigCommerce, 2021). McDermott (2021) states that online shopping has grown by 46% year-on-year in 2021- there has never been a better time to improve your online fashion e-commerce offerings and to create a personalised experience for the end user.
According to Lindecrantz, Tjon Pian Gi & Zerbi (2020), the modern online shopper expects a personalised experience and companies who provide this can experience a 10%-15% uplift in sales and a 20% higher customer satisfaction rate. There are a number of softwares available which enable personalized product recommendations for fashion e-commerce websites, all made possible by the use of cookies. For example, the Shopify app store features a number of plugins which enable Shopify owners to personalise product recommendations for their consumers. Marketo offers ‘Real Time Personalisation’ to enable businesses to show dynamic content to different segments of users, and also allows businesses to A/B test this content (Marketo, 2021). The possibilities are endless!
While cookies can be extremely beneficial to businesses, it is essential to use them in accordance with the GDPR and ePrivacy Directive which govern the use of cookies. There are four different types of cookies; necessary, preferences, statistics and marketing. Users must be shown clear notices which explain how cookies are used, as well as being given the choice to opt in or opt out. If the user chooses to opt in to cookies on your website, it must be easy for them to revoke that consent at a later point.The GDPR states that consent must be freely given, specific, informed, unambiguous and possible to revoke (GDPR, 2021).
At Group Fashion Agency, we can audit the use of cookies on your website to ensure you are acting in accordance with the GDPR and ePrivacy Directive. We can also help you to implement new softwares to offer a personalised experience to the end user, helping to achieve higher customer satisfaction rates and to increase sales.
#Cookies #MarketingAgency #DigitalMarketingAgency #EcommercePersonalisation #PersonalisedProducts
Bibliography
Big Commerce (2021) “What is a Cookie, and Why is it Important?” Online Article, Available At: https://www.bigcommerce.com/ecommerce-answers/what-cookie-and-why-it-important/ [Accessed 7th March 2021]
Data Protection Commission (2019) “Guidance on Cookies and Similar Technologies” Online Article, Available at: https://www.dataprotection.ie/sites/default/files/uploads/2019-06/190612%20Guidance%20on%20Cookies%20and%20Similar%20Technologies.pdf [Accessed 7th March 2021]
GDPR (2021) “What are the GDPR Consent Requirements”.Online Article, Available at: https://gdpr.eu/gdpr-consent-requirements/ [Accessed 7th March 2021]
Lindecrantz, E, Tjon Pian Gi, M. and Zerbi, S. (2020). “Personalising the Customer Experience: Driving Differentiation in Retail’ Online Article, Available At: https://www.mckinsey.com/industries/retail/our-insights/personalizing-the-customer-experience-driving-differentiation-in-retail# [Accessed 7th March 2021]
Marketo (2021) “Web Personalisation 101: Create Personalised Marketing Experiences for Your Buyers” E-Book, Available At: https://www.marketo.com/ebooks/personalization-101-create-personalized-marketing-experiences-for-your-buyers/ [Accessed 7th March 2021]
McDermott, V. (2021) “Six Ways to Fast Track Ecommerce Strategy in 2021” Online Article, Available At: https://www.retail-week.com/tech/six-ways-to-fast-track-ecommerce-strategy-in-2021/7036736.article?authent=1 [Accessed 7th March 2021].
The Role of Cookies and Why Are They Important for Group Fashion Agency | Louise Grant
ReplyDeleteCookies are small test files that collect data and assess information based on consumer behaviour. Cookies improve the user experience by making their visit personalised and unique through processes of collecting information.
At Group Fashion Agency, we use web cookies to deliver different types of online digital marketing. By using cookies to store user information and behaviours, Group Fashion Agency can target different audience groups according to variables like their age and location.
It is important for Group Fashion Agency to identify the right type of cookie they will use for their marketing campaign. This focuses on what length of time their cookie duration will remain in place.
Group Fashion Agency will look at the following three cookies-
1- Session Cookies- This type of cookie is temporary and only holds the user information until their session has expired. This usually expires after 30 minutes of inactivity.
2- Persistent Cookies- This type of cookie is also known as stored cookies and will retain behavioural data over time. Persistent Cookies will save and remember your information until the next time you visit their website.
3- Third-Party Cookies- This type of cookie creates privacy concerns for users through external sources such as advertisers and analytical systems. Third-Party Cookies are tracking codes that are placed onto a website through external sources other than their own.
How you can use Cookies for Advertising, Insights and Measurement | Rachel M.
Delete#1 Advertising
Your fashion brand can use cookies to help deliver ads to people who have previously visited your business's website, purchased its products or used its apps. Cookies also allow you to limit the number of times that show an ad to a person so they don't see the same ad over and over again.
#2 Insights
Cookies also allow your fashion brand to provide insights into the people who use your brand's products. Group Fashion Agency use cookies to help fashion businesses understand the kinds of people who like their brand's Page or use their apps so they can provide more relevant content and develop features that are likely to be interesting to their customers.
#3 Measurement
Cookies help your brand serve and measure ads across different browsers and devices used by the same person.
You can use cookies to prevent people from seeing the same ad over and over again across the different devices that your audience uses.
References
Facebook (2020): Cookies & other storage technologies (available online), https://www.facebook.com/policies/cookies/