Personalisation: Separating the good and the great (from the downright damaging!)
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What seperates good personalisation from great personalisation? This talk reveals all. Learn from real-life examples of great personalisation and discover what happens when it goes horribly wrong. Presenter: Chantelle Knoetz, Key Account Director, Pure360 Event: eCommerce Expo 2018
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Personalisation: Separating the good and the great (from the downright damaging!)
- 1. Personalisation: Separating the good and the great (from the downright damaging!) Chantelle Knoetze | Key Account Director | www.pure360.com
- 2. About Pure360 360 Digital marketing and web personalisation platform: ● Email & SMS execution ● Web & mobile personalisation ● Behavioural targeting ● Conversion optimisation ● Journey based automations ● User segmentation Established in 2001 Trusted by 1000s of brands
- 3. What I’ll cover today... ● Personalisation – why it really matters ● Poor personalisation and why it goes wrong ● What makes great personalisation great
- 4. Personalisation – Why does it matter?
- 5. Personalisation – Why does it matter? 88% of people prefer shopping with retailers who offer personalised cross-channel experiences. 93% of companies see an uplift in conversion rates using personalisation. ECONSULTANCYSWIRL NETWORKS
- 6. Personalisation – Why does it matter? 80% of consumers like it when retailers recommend products to them based on previous purchases. INTERNET RETAILER
- 7. Why it is absolutely necessary? Increase conversion rates Increase average order values Improve marketing ROI Increase customer lifetime value Our customers average 22% more online revenue with cross-channel personalisation
- 8. Win Win
- 9. Consumers expect it…. 84% of customers feel frustrated when website content is not personalised. LOYALTY 360 83% customers expect relevant information and products to be recommended to them based on personal preferences. SABRE 52% consumers would switch away from brands that don't personalise communications. SALESFORCE STUDY
- 10. 52% of consumers switch away from brands that don’t personalise communications 65% Say it influences their brand loyalty Lack of personalisation is frustrating!
- 12. JEFF BEZOS, Founder and CEO of Amazon From an interview in 1998! “If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores.”
- 14. The ‘creepy factor’? What do consumers really think about personalisation? Useful, relevant shopping aids? Misuse of data?
- 15. Prof Mark Ritson – identifies the problem • Technology has been innovated to look for problems rather than solutions • What happens to what customers actually want from us? • Just because technology has advanced, doesn’t mean consumers want any part of it.
- 16. We asked 2,000 people how they’d react to the following personalisation tactics in marketing...
- 17. Would you engage with marketing communications that addressed you by your first name? YouGov Survey Results
- 18. Would you engage with marketing communications that used personal details e.g. your birthday in the subject line? YouGov Survey Results
- 19. Would you engage with marketing communications that included an offer that is interesting to you? YouGov Survey Results
- 20. We have to be conscious of the value of personalisation to the consumer
- 21. Personalisation is an investment in creating better customer experiences… More revenue is a by-product. Get it wrong and the consequences can be disastrous.
- 22. What makes personalisation bad?
- 23. #1 Unnecessary Doesn’t add value to the experience No differentiated messaging
- 24. #2 Irrelevant Doesn’t consider context Incorrectly assumes preference
- 25. #3 Disruptive Interruptive or Creepy
- 26. #4 Data errors
- 27. #5 Over-personalisation 41% of consumers switched companies last year over a lack of trust and poor personalization, costing businesses $756 billion ACCENTURE
- 28. When personalisation goes wrong…
- 29. …What makes personalisation great?
- 31. The customer’s context – what is guiding the purchase decision? ● Lifestyle aspirations ● Emotional association ● Historical experiences/Peer review ● Demographics ● Location ● Device ● Time of day, day of week ● Seasonality / Regularity ● Functional considerations ● Customer journey position ● Motivation: Desire or necessity
- 33. #2 It’s seamless
- 34. The customer journey is not linear
- 35. ….It’s about blending in
- 37. Demographic based personas Who Behavioural based personas Who does what when they do it and why Customer personas
- 38. Demographic based data points ● Age ● Gender ● Marital status ● Children ● Location ● Occupation ● Household income ● Education ● Work experience Behavioural based data points ● Web engagement behaviour (urgent, hesitant, engaged, confused) ● Content interest ● Touch interaction data ● Spend patterns ● Customer journey stage ● Recency & frequency of purchase ● Spend ● Satisfaction ● Offer engagement ● Price sensitivity The data behind personas…
- 39. Yet to make a purchase Price sensitive Timed coupon Browse/cart abandonment email Very responsive to marketing Impulse buyer Exclusive sale access Post-purchase upsell Hasn’t purchased in a while Unresponsive to marketing ‘We miss you’ discount Behaviour Offer ….using behavioural data signals to personalise offers
- 40. Land CartBrowse Abandon Buy Trending products Personalised homepage banners Replenishment Exit Intent Overlay User Generated Content Cart Abandonment email 2nd purchase discount Personalised recs Individual coupons Post sale trigger Browse Abandonment Cross-sell recommendations Up-sell recommendations Price-drop alert / back in stock alerts Replenishment Customerlifecyclestage Registration Social Proof Live recs Live coupons Hesitant VIP Lapsed Behavioural data drives different personalisation tactics across the customer experience
- 42. Profile & historical engagement data Wisdom of the crowd Real-time behaviour Right message, content and experience Understand and react to behavioural signals in real-time
- 43. #5 Dynamic
- 44. Adapt to changing circumstances
- 45. Weather based personalisation • Some products become more demanding with certain weather conditions. • Shoppers behaviour changes with the weather. • An email trigger can drive customers back to your store / online and offline. • Promote obvious weather based products or products you know sell the most during each respective weather conditions.
- 47. #6 Transparent 93% of adults say that being in control of who can get information about them is important. PEW RESEARCH CENTER 90% say that controlling that information is just as important.
- 48. #7 Valuable
- 49. Make one to one marketing a reality • Purchase history • Preference • Demographic • Browsing / buying behavious • Customer lifecycle
- 50. Some examples of personalisation done well…
- 51. Park Cameras • Post purchase email thanking the customer for their recent purchase. • Imagery is dynamic to display the camera the customer has purchased. • Content is relevant providing helpful guides / after care information and video links on maximising the use of the camera purchased. • Additional dynamic blocks of content are displayed to upsell on accessories and additions to compliment the camera purchased.
- 52. Blue Bay Travel • Email content blocks personalised with offers based on recent browsing, wishlisting or carting behaviour • Targeting rules prevent outdated selections or previously purchased holidays from displaying • Personalisation is synchronised across web and mobile access points
- 53. Top Shop • Post purchase – again showing what “you bought” and creating a style story with upsell products. • Displaying the product recommendations in this way invokes an aspirational emotive reaction. • The sweetener to this email is they’re offering a free delivery on return – which most retailers know that for the their key demographic group, is a winner!
- 54. Summary: 7 Principles of Great Personalisation 1. Contextual 2. Seamless 3. Behavioural 4. Real-time 5. Dynamic 6. Transparent 7. Valuable
- 55. Thank you! Chantelle Knoetze | Key Account Director www.linkedin.com/in/chantelleknoetze/ Stand E130 pure360.com
Hinweis der Redaktion
- End-to-end webinar
- OUR AIM AT PURE IS SIMPLE. HELP OUR CUSTOMERS BE THE BEST MARKETERS THEY CAN BE WE FOCUS ON CAMPAIGN SUCCESS I CAN’T THINK OF A BETTER DISCIPLINE WHERE MARKETERS NEED TO USE TECHNOLOGY MORE THAN WITH PERSONALISATION
- WE DON’T ALL WANT THE SAME THINGS. IN THE 7 YEARS I HAVE BEEN WORKING IN EMAIL MARKETING, I HAVE SEEN TECHNOLOGY GROW AND DEVELOP TO HELP SOLVE THAT EXACT PROBLEM.
- DON’T GO BY HEARSAY MY AIM TODAY IS TO SHARE WITH YOU THE FACTS. DATA AND EVIDENCE AS TO WHY. STATS TAILOR CONTENT TO SPECIFIC TARGETED AUDIENCES – DRIVES RELEVANCE AND ACTIONS
- PRODUCT RECOMMENDATIONS IS ONE OF THE MOST POWERFUL OF THE TACTICS WE CAN ADOPT 59% of consumers who experienced personalisation say that it significantly influenced what they purchased.
- PERSONALISE A CUSTOMER’S EXPERIENCE (WEB AND EMAIL), AND THEY ARE MORE LIKELY TO COME BACK. YOU’LL ALSO BE ONE STEP CLOSER TO CREATING BRAND LOYALTY – 50% OF CONSUMERS AGREE Gartner Report – companies who use online personalisation outsell their competitors by more than 30%
- PERSONALISATION SHOULDN’T BE SOMETHING THAT MARKETERS JUST DO. IT NEEDS TO BE A BUSINESS PRIORITY OVERALL. MARKETERS GET WHAT THEY WANT FOR THEIR BUSINESS. THE CONSUMER ALSO WINS – BY GETTING VALUE ADDED EXPERIENCES BOTH SIDES WIN
- 84% STAT - OLIVER BONUS EXAMPLE - POPOVER ITS ABOUT WHAT CONSUMERS WANT DEVICE DRIVEN CONSUMERS EXPECT IT THEY EXPECT SYNCHRONISED OMNI CHANNEL EXPERIENCES
- COMPANIES NOT EQUIPPED WITH PERSONALISATION TECHNOLOGY ARE AT A DISADVANTAGE. I MYSELF HAVE BECOME QUICKLY DISENGAGED WITH BRANDS WHO DON’T PAY ATTENTION TO WHAT I LIKE AND WHAT I AM INTERESTED IN. PARTLY BECAUSE I FORGET ABOUT THEM. THE EXPERIENCE ITSELF WASN’T THAT AMAZING THAT IT DOESN’T STAY IN MY MIND.
- GIANTS LIKE AMAZON USE PERSONALISATION TO BRING CONSUMERS BACK FOR MORE. CHECKING FOR DAILY RECOMMENDATIONS
- COCA COLA TOOK THE WORLD BY STORM WITH THEIR “SHARE A COKE” CAMPAIGN THEY SAW INCREASE IN SALES VOLUME FOR THE FIRST TIME IN 4 YEARS SPOTIFY USE THE “DISCOVER WEEKLY” TO DRIVE CONSUMERS TO LISTEN TO NEW TRACKS PERSONALISED TO THEIR TASTES – AND CONSUMERS LOVE IT!
- ITS ALL ABOUT PERCEPTION. HOW WE EXECUTE PERSONALISATION AS MARKETERS IS KEY. HOW VALUABLE IS IT FOR THE CUSTOMER THEMSELVES? PEOPLE FEEL STALKED! REMEMBER THE MINORITY REPORT? THE CAMBRIDGE ANALYTICA SCANDAL SHONE A TORCHLIGHT ON CERTAIN PROCESSES BEING CONDUCTED MORE DATA DOES MEAN BETTER SEGMENTATION AND TARGETING MARKETERS JUST NEED TO ENSURE THEIR CUSTOMERS UNDERSTAND THAT AND SEE THE VALUE IN GIVING AWAY THEIR DATA
- I’VE SEEN TOO MANY TIMES THAT BUSINESSES HAVE TRIED TO USE TECHNOLOGU TO FIT MARKETING TRENDS RATHER THAN ACTUALLY BUILDING SOLUTIONS TO ACTUAL CUSTOMER NEEDS OR WANTS JUST BECAUSE THE TECHNOLOGY EXISTS – DOESN’T MEAN CONSUMERS WANT ANY PART OF IT
- TO GIVE YOU AN EXAMPLE AS A SNAPSHOT – WE ASKED 2000 PEOPLE HOW THEY’D REACT TO THE FOLLOWING PERSONALISATION TACTICS
- WHERE IS THE VALUE TO THE CUSTOMER?
- AGAIN, HOW WOULD THIS BENEFIT THE CUSTOMER?
- FINALLY WE GET TO THE VALUE PROPOSITION FOR THE CUSTOMER WE CAN HELP THEM ACHIEVE THE PURPOSE BEHIND THEIR VISIT
- CONSUMERS ULTIMATELY ARE SELFISH!
- IF IT IS YOUR BUSINESS STRATEGY TO CREATE A BETTER CUSTOMER EXPERIENCE THEN YOU HAVE TO INVEST – ITS SIMPLE YOU NEED TECHNOLOGY TO UNDERSTAND THE CONTEXT BEHIND EACH ENGAGEMENT THEN USE PERSONALISATION TECH TO ENHANCE THE EXPERIENCE THIS DOESN’T MEAN SELLING SOMETHING AT EVERY AVAILABLE OPPORTUNITY BE HELPFUL / GUIDE A CUSTOMER THROUGH THEIR JOURNEY THE RETURNS ON YOUR INVESTMENT WILL COME – IT’S A BY-PRODUCT BUT GET IT WRONG – AND IT CAN BE DISASTROUS
- LETS HAVE A LOOK AT SOME EXAMPLES
- ITS NOT NECESSARILY BAD TO USE FIRST NAME PERSONALISATION BUT THERE IS NO VALUE TO THE CUSTOMER BY DOING IT ITS UNAUTHENTIC / ITS NOT ACTUALLY ENGAGING / CONSUMERS ARE NUMB TO IT I PERSONALLY HAVE SEEN EXAMPLES OF BRANDS EMAILING ME WITH PERSONALISATION AND GETTING IT WRONG (WHICH IS WORSE!) IT MAKES ME FEEL LIKE THEY’RE NOT PAYING ATTENTION TO THE DETAIL THIS DOESN’T DIFFERENTIATE A MESSAGE FROM ONE BRAND TO ANOTHER – WHEN LOTS OF BRANDS ARE DOING IT IT PLACES THE MARKETERS NEEDS ABOVE THE CUSTOMER NEED
- NOT EVEN THE GIANTS GET IT RIGHT ALL THE TIME! THIS IS GREAT EXAMPLE OF A CUSTOMER’S FRUSTRATION OF RECEIVING EMAIL COMMS THAT ARE NO LONGER RELEVANT A FRIEND OF MINE ACTUALLY PURCHASED A LAWN MOWER FOR HER DAD ONE XMAS AND THEN AMAZON ASSUMED SHE WAS A GARDEN ENTHISIAST SO THEY STARTED RECOMMENDING OTHER GARDEN RELATED PRODUCTS TO HER – INLCUDING MORE LAWN MOWERS! THIS IS AN EXAMPLE OF MARKETERS MAKING ASSUMPTIONS / MAKING INCORRECT DATA CORRELATIONS AND THIS IMPACTS ON BRAND PERCEPTION YOU CAN SOLVE THIS WITH HAVING THE RIGHT TECHNOLOGY IN PLACE
- ANOTHER EXAMPLE OF GETTING IT WRONG BEING OVERLY PERSONAL, PERHAPS WHEN SOMEONE ISN’T EVEN ENGAGED WITH THE BRAND, CAN FEEL CREEPY AND INTRUSIVE IT CAN FEEL LIKE AN ABUSE OF TRUST IN THE WAY THE MARKETERS ARE USING THEIR DATA OUT OF THE BLUE PERSONALISATION LIKE THIS ONE CAN ACTUALLY HARM YOUR MARKETING EFFORTS AND BRAND PERCEPTION I ACTUALLY READ A REPORT RECENTLY THAT STATED 40% OF BRANDS FIND THEIR OWN PERSONALISATION EFFORTS AS CREEPY
- LACK OF TESTING PROPERLY. NOT ATTENTION TO DETAIL. GETTING PERSONALISATION WRONG IMMEDIATELY MAKES A CONSUMER THINK NEGATIVELY TOWARDS A BRAND DATA CHANGES / OR YOU MIGHT HAVE GAPS IN YOUR LISTS YOU CAN FIX THAT WITH SIMPLY ASKING CUSTOMERS TO UPDATE THEIR INFORMATION FOR YOU – THEY WANT YOU TO GET IT RIGHT – SO ASK FOR IT – DON’T BE AFRAID! IF YOU CAN’T GET DATA – THEN HAVE A FALL BACK PLAN SPOT CHECK YOUR DATA. CHECK YOUR DATA WORKFLOWS –TEST IT CHANGE TEST LISTS KEEP AN EYE ON ENGAGEMENT AND OPT OUTS – IF THEY SPIKE – SPEND TIME REVIEWING YOUR CAMPAIGNS
- OVER PERSONALISING CAN ALSO HAVE A NEGATIVE IMPACT CONSUMERS CAN FEEL OVERWHELMED IMAGINE A CUSTOMER LANDING ON WEBSITE AND BEING PRESENTED WITH POPOVERS ASKING PERSONAL QUESTIONS STRAIGHT AWAY THEN ANOTHER POPOVER OFFERING 10% TO PURCHASE THEN ANOTHER POPOVER ASKING FOR FEEDBACK STRAIGHT AFTER THE PURCHASE ALL GREAT TACTICS – BUT ITS TOO MUCH TOO SOON GET YOUR TIMING RIGHT – AND YOU’RE ON TO A WINNER
- A XMAS BASKET FROM A LOCAL MORTUARY TO AN OLD MAN LIVING IN ASSISTED LIVING 2. AMAZON – AGAIN – WITH THEIR ERROR IN SENDING THIS BABY GIFT EMAIL TO THOUSANDS OF AMAZON CUSTOMERS SOME WEREN’T EVEN PARENTS! THIS WAS AN AUTOMATATION THAT WENT WRONG – SO MAKE SURE YOU CHECK THE DATA FLOWS AND MAKE SURE YOU’VE CHECKED THE SEGMENT GROUPS ARE ACURATE 3. TARGET – AMAZING PREDICTIVE DATA PROCESSES IN PLACE – BUT STILL GOT IT WRONG BY ENDING THE BABY RELATED PRODUCT PUSHES TO THE WRONG PERSON! AWKARD!
- THE STARTING POINT IS NOT THE TECHNOLOGY YOU HAVE AVAILABLE – IT HAS TO START WITH THE DATA FIRST WHAT INFORMATION DO YOU ACTUALLY HAVE ON YOUR CUSTOMER? WHAT CAN BE INFERRED FROM THAT DATA? HOW COULD YOU ACTUALLY USE IT TO COMPLEMENT THEIR EXPERIUENCE WITH YOU ANDYOUR BRAND? BEFORE ANYTHING – THIS IS WHAT I DO WITH MY OWN CLIENTS. WE SIT DOWN AND WE PLAN FIRST. WE GET ALL OUR DUCKS IN A ROW BEFORE WE EMBARK ON FINDING THE RIGHT TOOLS TO SUPPORT THOSE STRATEGIES AND SOLVING CUSTOMER NEEDS. WE GAIN INSIGHT INTO THE AUDIENCE. TRY TO UNDERSTAND THE PURPOSE BEHIND THEIR WEB VISIT. USE WEB ANALYTICS. USE THIRD PARTY PROFILE DATA WHERE POSSIBLE. BEHAVIOURAL DATA. CUSTOMER PREFERENCES. EVENT DATA. TRANSACTIONAL DATA. LETS HAVE A LOOK AT WHAT MAKES PERSONALISATION GREAT.
- CONTEXTUAL RELAVANCE IS KEY IT SUPPORTS THE GOAL OR THE PURPOSE BEHIND THE CUSTOMERS VISIT OR ENGAGEMENT EXPERIENCE. WE HAVE TO CONSIDER INDIVIDUAL ENGAGEMENT AS PART OF THE WIDER CUSTOMER JOURNEY DON’T JUST RELY ON PAST TRANSACTIONS TO PREDICT FUTURE PREFERENCE. GO THROUGH THE EXERCISE OF MAPPING OUT YOUR CUSTOMER JOURNEY AND THEIR CURRENT EXPERIENCE WITH THE BRAND – ACROSS ALL CHANNELS FILL THE GAPS AND AUTOMATE THOSE JOURNEYS
- YOU HAVE TO UNDERSTAND YOUR CUSTOMERS FIRST. I GET MY CLIENTS TO BUILD PERSONAS. WHEN YOU INDIVIDUALISE WHAT YOUR CUSTOMERS COULD ACTUALLY LOOK LIKE, GIVING THEM A PROFILE AND A NAME, PUTS MARKETERS IN THE CUSTOMERS SHOES. THIS WILL HELP YOU FIGURE OUT WHAT DRIVES THEIR DECISION TO BUY. USE TRANSACTIONAL DATA, BUT ALONG SIDE BEHAVIOURAL SIGNALS. WHY ARE THEY BUYING? FAMILY, IMPULSE, NECESSITY, ASPIRATIONAL REASONS? ASK QUESTIONS! DON’T BE AFRAID TO ASK YOUR CUSTOMERS WHAT THEY NEED AND WHY THEY’RE BUYING. GET THEIR PREFERENCES – THEY WANT YOU TO ASK THEM BECAUSE DONE THE RIGHT WAY, THEY’LL SEE THE BENEFIT AND THE VALUE YOU CAN GIVE THEM IN RETURN. GIVE THEM OPPORTUNITIES TO DO THIS – INVITE CUSTOMER TO CREATE WISHLISTS. GET CREATIVE IN YOUR DATA COLLECTION METHODS. NO NEED FOR LONG WINDED FORMS – QUICK CHECKBOXES DURING VARIOUS STAGES OF THEIR LIFECYCLE IS FAR MORE SUCCESSFUL AND RELEVANT.
- Image personalisation
- MAKE SURE THAT WHEN YOU DO PERSONALISE – ITS SEAMLESS IT SHOULD NEVER BE A SURPRISE THAT CUSTOMER LIFE CYCLE FLOW THAT YOU MAPPED OUT – FIND THE BEST PLACES WHERE YOU CAN USE PERSONALISATION SEAMLESSLY BLEND IN WITH THE OVERALL EXPERIENCE FOR THE CUSTOMER. MAKE SURE IT DOESN’T INTERRUPT THEIR JOURNEY BUT RATHER ENHANCES IT AND SUPPORTS THEM THROUGH IT.
- BEING ABLE TO BE SEAMLESS MEANS WE NEED TO STITCH TOGETHER INTERACTIONS ACROSS VARIOUS TOUCH POINTS. THIS IS KEY. I KNOW FROM SPEAKING TO VARIOUS MARKETING TEAMS THAT A BIG CHALLENGE IS DATA INTEGRATION. STATS SHOW 43% OF MARKETERS AGREE. KNOWING WHERE TO FOCUS EFFORTS IS THE NEXT BIGGEST CHALLENGE – 35% OF MARKETERS FEELING THAT WAY (AND THAT’S A GROWING STAT)
- TO BE SEAMLESS – WE ALSO HAVE TO BE TRANSPARENT WITH THE CUSTOMER SHOW THEM THE VALUE OF WHY THEY SHOULD GIVE YOU THEIR DATA. HOW DO YOU DO THAT? ONE WAY IS TO DIRECT THEM, USING DATA YOU ALREADY HAVE ON THEM. IN THIS EXAMPLE HERE, YOU CAN PERSONALISE THE NAVIGATION BAR – PERHAPS THIS IS AN UNKNOWN VISITOR TO THE SITE OR A CUSTOMER YOU WANT TO REWARD WITH AN OFFER. OFFER RECOMMENDATIONS BASED ON WHAT THEY HAVE PREVIOUSLY PURCHASED TO COMPLIMENT THE PRODUCTS THEY ALREADY HAVE. CREATE A STORY! IF THEY HAVE ALREADY PURCHASED A PAIR OF BOOTS IN THE LAST 30 DAYS, ITS UNLIKELY THEY WANT MORE BOOTS, SO WHAT ELSE CAN YOU OFFER THEM?
- SUCCESSFUL PERSONALISATION IS ALL ABOUT BEING ABLE TO REACT TO A CUSTOMERS BEHAVIOUR. AND THEY KEY – IS THAT YOU REACTING IN A TIMELY MANNER. SOME TACTICS REQUIRE REAL TIME, OTHERS REQUIRE DATA INSIGHT TO PREDICT BEHAVIOURS SO YOU CAN SET TRIGGERS UP FOR OPTIMAL ENGAGEMENT PERIODS.
- COMING BACK TO OUR PERSONAS. THERE ARE TWO PARTS TO CREATING PERSONAS. WHO THEY ARE THEN WHO DOES WHAT / WHEN / AND WHY
- AS AN EXAMPLE – THIS IS HOW YOU CAN USE BEHAVIOURAL DATA TO IMPLEMENT DIFFERENT TACTICS TO EACH SEGMENT GROUP OF CUSTOMERS IT GIVES YOU FLEXIBILITY AND POWER TO IMPROVE ENGAGEMENT IN THE AREAS YOU HAVE FOUND TO BE A CHALLENGE.
- YOU CAN APPLY THESE TYPES OF TACTICS TO EACH SEGMENT GROUP AT EVERY STAGE OF THEIR LIFECYCLE.
- REAL TIME IS KEY TO CONVERSION. WINNING THE CUSTOMER OVER BEFORE ITS TOO LATE. CART ABANDONMENT FOR EXAMPLE REPLENISHMENT CAMPAIGNS
- BE DYNAMIC
- PERSONALISATION IS ALSO ABOUT CONSIDERING THE ENVIRONMENT AROUND US THE WEATHER IS AN OBVIOUS ONE!
- WE SAW THAT THIS SUMMER. I HAD CUSTOMERS REPORTING INCREASE IN ONLINE SALES OVER IN STORE SALES BECAUSE THEY WANTED QUICK NEXT DAY DELIVERIES.
- REALLY SIMPLE BUT SUPER EFFECTIVE EXAMPLE HERE FROM VERY. HOME PAGE
- I’VE ELUDED TO THIS ALREADY – BUT BEING TRANSPARENT IS KEY ESPECIALLY NOW POST GDPR SET CLEAR EXPECTATIONS AND YOU WILL SEE AN INCREASE IN ENGAGEMENT IN DATA CAPTURE IF CUSTOMERS UNDERSTAND WHY – THEY WILL PARTICIPATE EXPLAIN WHY YOU ARE CAPTURING DATA / WHAT YOU PLAN TO DO WITH IT / WHAT IS THE BENEFIT TO THE CUSTOMER STATS MAKE SURE YOU’RE IMPLEMENTING THE NECESSARY TACTICS TO HELP YOUR CUSTOMERS CONTROL THEIR DATA
- THE KEY FOR ME IS THAT YOU NEED TO SEE THIS AS A VALUE EXCHANGE. IF I GIVE YOU MY DATA WHAT WILL YOU GIVE ME IN RETURN?
- USE ALL YOUR CUSTOMER DATA TO MAKE THEIR EXPERIENCE WITH YOUR EMAILS & WEBSITE VALUABLE TO THEM.
- SO LETS HAVE A LOOK AT SOME PERSONALISATION EXAMPLES DONE WELL
- WHEN THE CUSTOMER VISITS THE WEBSITE, THEY’LL ALSO SEE A RECOMMENDED FOR YOU BLOCK OF CONTENT, AGAIN CREATING A SEAMLESS EXPERIENCE IN BOTH CHANNELS.
- HOPEFULLY I HAVE SHARED WITH YOU TODAY HOW PERSONALISATION CAN BE BENEFICIAL TO THE BOTTOM LINE. BUSINESSES ARE SET TO SEE AN INCREASE OF 15% IN PROFITS BY USING PERSONALISATION TECHNOLOGY (ACCORIDNG TO A GARTNER RESEARCH) TAKE THE TIME TO DO IT RIGHT –AVOID THOSE MISTAKES. PLAN FIRST. THEN LOOK AT TECHNOLOGY. WHAT IS THE PROBLEM THAT YOU ARE TRYING TO SOLVE? HOW CAN YOU ENHANCE YOUR CUSTOMERS EXPERIENCE. START SIMPLE – LEARN – AND THEN GROW AND ADVANCE YOUR PLANS. AND ALWAYS BE TESTING. IT’S A CYCLICAL PROCESS. TEST AND LEARN AND IMPLEMENT AND LEARN AGAIN AND THEN CHANGE AND THEN TEST AGAIN.