A01 chaf6542 06 se fm indd

Consider personalisation options

Q. Have mobile personalisation options been considered?

Mobile sites featuring personalisation are still relatively unusual. This is surprising if you 

consider that one phone has one user. Ask a group of strangers to pass their phones round 

the room and you’ll detect a potent sense of anxiety. We don’t share our phones, with any-

one. We don’t want others seeing the texts we send and receive, the photos we’ve taken, our 

social media pages, the sites we’ve browsed or the apps we’ve downloaded.

This means that we can develop highly personalised and customised sites.  Back-  end 

integration, with application programming interfaces (APIs) exposing individual cus-

tomer records, can be used to build bespoke sites which match the profile of each user. 

Look no further than Amazon to see how brands can use purchase history data and apply 

intelligence to develop sites with highly targeted product offers. To make your sites highly 

relevant to users, you can apply behavioural targeting, with time and location sensitive 

messaging.

A personalised  mobile-  optimised site has the benefit that specific features can be devel-

oped for mobile users. This is not the case with a basic responsive design approach.  Back-  end 

integration enabling linkage to individual customer records can be used to build bespoke 

sites which match the profile of each user. Amazon is well known for integrating purchase 

history data and applying intelligence to its desktop site with highly targeted product offers. 

Of course, it now also does this for its mobile site.