Personalisation is not only an integral part of any marketing strategy but also a key factor when it comes to brand advocates. The personalisation and recommendations must be related to the customer journey. When the brand knows its customers and speaks to them as individuals, they will return the favour by engaging with the brand and purchasing their products.
Having data and insights don’t mean that you know your customers. Right now, the access to information about the customer preferences, paths and behaviours is easy to obtain but not so easy to understand. Don’t land your efforts by calling your customers by their names in your emails. If you want to win the hearts of your visitors, you need to deliver personalised content that resonates with them.
IoT: connecting the online and offline world
There’s no excuse. Thanks to AI, machine learning and the evolution of the IoT (Internet of Things), your customer experience can and must be cohesive across channels. The first contact with a customer and how relevant is your communication; it’s the main difference between losing a client or gaining a new brand advocate.
With a personalisation platform, such as Recommend, you can not only get data and insights but using them. The new visitors in your eCommerce will want to see new or trendy products. The returning visitors want to be remembered by your website. In fact, this strategy has to be on every touchpoint based on their browsing behaviour. Imagine that you arrive at a brick-and-mortar shop and the employees know your name, what do you like and what suits you best. That’s personalisation.
When it comes to online and offline, there’s no difference. Thanks to the IoT and personal devices, your recommendations and personalised offers have no barriers. Use the data and the technology to make the best of your customer experience; give them what they want and anticipate their needs. A positive shopping experience can be translated into a loyal customer.
The best ambassadors are your customers
Customer loyalty and personalisation go hand in hand. A brand that listens and engages with a customer, will receive the same response in return. The use of personalisation to improve customer retention can have a direct impact on your company’s results. It is simply more expensive to acquire a new customer than to get current customers to spend more. Give your customers “digital hugs” –the ability to surround the customer with affection across the main digital channels, while providing relevant experience in the context and time– and they will come back for more.
Your customers will no longer settle for a bad or even simple experience. They want personalised offers that speak to them by giving them what they need at each stage of their journey. Remember that those needs are changing all the time. By harnessing the power of AI, you can get information at the moment that will help you predict what your customers want. And once you know what you’re looking for, you can design campaigns that provide the right experience where and when it’s relevant to them. Mixing machine-driven analysis and your creativity is the key to creating the best customer experience you can.