The personalized experiences that consumers now demand are not simple to implement. We have identified six areas in which brands need to focus on to successfully provide relevant messaging, content, and offers to their customers.
1. Behaviors vs. demographics
Your personalization strategy should start with real information about your consumers’ behavior. Don’t just rely on fictional personas based on demographic data, but instead understand behavioral data about how your consumers are interacting with you as a brand—in particular: where, when, and how are they shopping with you.
2. Omnichannel personalization
Omnichannel personalization involves offering customers a cohesive, seamless, and relevant journey across all channels. With an omnichannel strategy, you need to recognize your customers wherever they are—social media, email, your website, and in store—and serve content based on their interactions across all channels.
3. Personalization at scale
Personalization requires designing and delivering tailored communications to thousands (or more) of customers across multiple channels and interactions. This is where technology, data, and analytics come in. Personalization at scale requires the ability to extract insights from data, use those insights to fuel decision making, and automate the distribution of personalized content. This calls for the right MarTech infrastructure along with a sustained commitment to analytics.
4. Relevant and targeted content
Content fuels the personalization process. As you build out personalized content, a key place to start is understanding your customers’ needs and pain points and using that to produce content that is truly useful to them. For your message to resonate, it’s less about how great your product is, and more about meeting their needs in the specific moment where they are.
5. The right data
Understanding the right data to collect and leverage is a critical piece of effective personalization. But many brands are challenged because their data isn’t unified or useful. You need a complete picture of all your customers’ purchases, preferences, identities, and behaviors. This data needs to be set up on a technology platform that allows you to centralize that data, access it, and extract insights from it.
6. MarTech infrastructure
Having the right underlying marketing technology infrastructure is essential for personalization success. Investing in a customer data platform (CDP) enables brands to automate how they capture data, process the analytics of customer journeys across all touchpoints, and execute campaigns in real-time. The ability to execute these campaigns across channels at the right moment in an integrated methodology is a key element to success.
Retail transformation is now coming to fruition, with long-term impacts on not only the way consumers shop, but how they think about the shopping experience and what is possible from that experience.
Learn how to navigate the future of retail
For more information about how to adapt your brand for the retail transformation that is continuing to evolve, download a free copy of our ebook, Strategies for Navigating the Future of Retail.