Personalisation Can Bring Unexpected Results to Your Business

Personalisation as a key success factor? Definitely. In this article, we'll look at how companies are using personalization and what their specific tactics are to achieve not only profit, but ultimately customer loyalty.

Personalisation of products and services means that a business tries to tailor its offer to individual customers based on their preferences, needs and behaviour. However, this is preceded by (sometimes) difficult and long-term process of data collection. 

One of the tactics is precisely tracking customer behaviour. A company uses data collected from customer accounts, social networks and websites to create a personalised offer. Based on this data, the company can recommend products that customers might like or offer additional services that might be relevant to them. This is exactly how e-shops work. An e-shop can show not only products that a customer has already visited during a visit to the site, but also products that people with a similar profile have viewed or purchased and so might be of interest to them.

Another important tactic is to incorporate emotion into your service. Think for a moment – what was your best customer experience? What was that moment when you were so overwhelmed that you wanted to tell the world about it? The reason it was so memorable for you is probably because it spoke to your emotions.

Some businesses that provide a home delivery service write nice messages on their boxes and paper bags. Some cafés write various wishes to their customers on the cups. Other vendors include a card with the order. If you show that you care about the customer, buying the product will evoke a positive emotion in the customer, which can perfectly differentiate you from the competition. Moreover, customers tend to be happy to share such an emotion. 

It often doesn't have to be difficult at all. All you need to know is the customer's name, which is usually mentioned in the order. You can then create a message that allows you to communicate directly with each of your customers, thus building their loyalty. Your customer is then more likely to order from you again, recommend your business to family, friends, acquaintances and post your product on social media, helping to grow sales.

Remember Coca-Cola's famous "Share a Coke" campaign? It was an effort to appeal to millennials, with each bottle containing one of the most popular first names assigned to that generation. Simply putting first names on the bottles was ultimately a successful move that led to a significant increase in sales in the US at the time. It was the emotion, excitement and joy of the customer at the sight of a bottle with their name or the name of a person close to them. A great example is also Spotify and their curated playlists that they think a given user will like. 

Coupons, emails, texts, web, paid ads, offline interactions at the store, the products themselves... can all be personalised. Personalization drives your performance and achieves better results. Companies that grow faster get 40% more of their revenue from personalization than their slower-growing competitors.

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