A few years ago, I ordered a custom journal from a small online business. When it arrived, the cover read:
“Marina’s Journal.”
I hadn’t requested that. They just added it — a thoughtful, quiet gesture that made the whole experience feel… personal. Like someone had stopped for a moment, noticed me, and decided to do something extra — just because.
Even as a marketer who knows the playbook, it still got me. I’ve reordered from them several times since.
That feeling of being seen, appreciated, and pleasantly surprised is at the heart of what I call The Limoncello Principle.
It comes from my years living in Italy, where restaurant owners would often bring you a small shot of limoncello after your meal. It wasn’t about the drink itself, it was the ritual. A warm smile, a brief chat, a small token that said: you’re not just another table. It made people come back again and again.
And it’s exactly what most eCommerce brands forget when they think about personalisation.
This article is a reminder — and a guide — to bring it back. You don’t need creepy data tracking or enterprise-level AI. You just need intention. A few small, well-placed gestures that make your customers feel like people.
Let’s talk about how to do it — thoughtfully, ethically, and without breaking your budget.
Why Thoughtful Personalisation Wins Hearts (and Sales)
The psychological reason behind all this is the perceived special treatment that comes with personalisation. Special treatments make people feel special as well; in fact, a major component of luxury brands isn’t the merch/service value itself but the attitude that comes with it.Don’t believe me?
Check out this article and prepare to have your mind blown with how brands treat their big spenders - from free airline tickets to private events unavailable to the public.
Making people feel special can beat almost anything else.
It’s not just about the “free” thing; it’s a combination of factors. Yes, you get something small for free but you also get that special treatment where someone stops and notices you, regards you, tells you that they appreciate the business you’re bringing in.
8 Ways to Make eCommerce Personalisation Feel Truly Personal
So let’s get practical. These eight strategies can help you personalise without creeping out your customers or breaking your budget.1. Encourage Account Creation by Incentivising
To personalise your customer experience, you need data — but forcing account creation is one of the top reasons shoppers abandon carts. Instead, offer an incentive to sign up: exclusive discounts, loyalty points, or even early access to new collections.Let guest checkout remain an option, but clearly communicate the benefits of having an account. You’re not trying to trap them — you’re inviting them into a more connected, more rewarding experience.
2. Personalise the Homepage Dynamically
Your homepage is your welcome mat — and a generic one won’t make anyone feel special.Show returning customers a version of the homepage tailored to them:
- Greet them by name if they’re logged in
- Display recently viewed or wishlisted products
- Highlight relevant categories based on their behavior or purchase history
3. Show Geographically Relevant Product Information
International customers aren’t just dealing with currency or language changes — they face practical issues like different sizing systems, availability, and local regulations.Tailor your content accordingly:
- Use automatic geo-detection (with opt-out)
- Show local sizes, ingredients, or availability
- Make tax, customs, and delivery details clear
4. Offer AI-Powered Product Recommendations
Product discovery should feel serendipitous — not spammy. AI recommendations can power this, if you set the right parameters.Use browsing and purchase history to:
- Surface complementary products
- Highlight back-in-stock favorites
- Curate collections based on behavior patterns
5. Guide with Interactive Shopping Tools
Sometimes customers don’t know what to look for — they just know how they want to feel.Guided tools like quizzes or assistants can:
- Make shopping more fun and intuitive
- Gather zero-party data (information customers want to share)
- Build trust through helpfulness
6. Reinforce Memory with Recently Viewed Products
Today’s eCommerce journeys are rarely linear. People hop in, get distracted, come back.Make that return smooth:
- Show their last viewed items, either on the homepage or product pages
- Offer a “Continue browsing” section in emails or carts
- Combine with wishlists to offer an easy reminder trail
7. Make Email Personalisation Feel Like a Conversation
A personalised email is not just about first names. It’s about recognising the relationship.Your email strategy should:
- Acknowledge what they browsed, bought, or asked about
- Use brand voice in a way that feels friendly and intentional
- Offer real value — from usage tips to relevant suggestions
8. Build a Post-Purchase Journey That Shows You Still Care
Most brands stop personalising after the sale — but this is when customers are most engaged.Design your post-purchase flow to:
- Confirm their order with warmth and personality
- Offer tips, videos, or community stories relevant to their product
- Check in at natural milestones: after delivery, 30 days in, when replenishment might be needed
Retention doesn’t start with a discount code. It starts with making your customers feel remembered, not just recorded.
Final Thoughts
If your eCommerce store isn't living up to its full potential, the Limoncello principle may be the answer.A personalised shopping experience will result in more sales, fewer abandoned carts and increased customer loyalty.
As always, test and research, keep an eye on your results and if you have the time, grab a dish of pasta in your local Italian restaurant and have a limoncello with the owner.
You’ll enjoy it — because small gestures, when done with care, are remembered forever.
