Amazon ‘My mix’ – Personalized shopping feeds for ecommerce
In June 2017, Amazon.com made a quiet launch of “My Mix”, a personalized shopping feed that curates “Interesting” products based on visitor interest.
Here is a company, that rules the market and commands your attention. for all purposes, it is known you will come back to Amazon tomorrow to check on your next purchase. So why a personalized shopping feed?
Amazon knows that tomorrow it will be fighting for visitor attention. Attention, not just from Walmart, Target, Alibaba, etc., but from the millions of mobile applications that distract you in your shopping experience. Amazon is fighting to keep you engaged at Amazon. Only then can the billions of dollars invested in R&D, supply chain, etc have any likelihood of influencing your purchasing decision.
What will start as a curation of “interesting products”, will tomorrow most likely be a curation of the entire store, to be delivered as a feed to you. Amazon understands, you the visitor is a busy person, engaging with the store usually on a mobile device. The retailer knows what you want today or may want tomorrow. Given the data is available, Amazon is making the whole shopping process personalized. This means, instead of you walking to the aisles or categories to find products, the aisles that are of personal interest, will come to you. All you have to do is walk into the store and the entire store will re-organize itself, to start showing you products of personal interest. This is the personalization of e-commerce, where engagement data is used to predict shopper persona of what visitors are most likely going to buy.
Real-time 1-1 visitor personalization in eCommerce always existed and with the lowered costs of computing power, it will be applied across the product discovery journey. In the future, Amazon will ensure each shopper’s product discovery channels will be 100% personalized, to ensure they get 100% of that shopper’s attention. Lose attention, lose engagement, there will be No sale.
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