Shopping and personalisation is not a new concept.
My grandmother, for example, was used to getting a personalised service from her local shopkeeper when she was younger, a person who she saw every week and was on first name terms with. He would bring out her favourites and knew how she liked her groceries packed.
As time went by and people stopped shopping so much at independent local stores and went to out of town industrial parks to shop at chain stores, the personal service that people like my grandmother received steadily decreased.
However, this personal service was almost lost completely with the advent of online shopping. Technology when online shopping first became a part of our lives was so poor in comparison to today’s standards, it was simply impossible for stores to tell who was ordering what and to connect it to their past purchases or future potential purchases.
Technology and Personalisation
As time has gone by and technology has evolved we are starting to see signs of the personal touch coming back into play.
Customers who sign up for online accounts with companies can receive personalised emails informing them of latest offers and even related products based on previous orders.
The use of social media is allowing companies to reach out to us in a much more instant and informal fashion. Data gained from social campaigns and communication on social channels can be fed back into marketing campaigns to help companies personalise their services much more.
The creation of retargeting and remarketing within paid advertising has allowed for eCommerce stores to market to customers who have left their online store without making a purchase. This is driving an increase in returning customers to pick up products that they would otherwise have forgotten about.
Data and Personalisation
An explosion of data such as customer’s birthdays, relationship status, preferred brands and regional location becoming more readily available has seen an increase in shops reaching out to individual customers in their preferred manner.
The management of this data itself is a challenge and can see companies misusing or underusing the data without realising. Technology, applications, machine learning and clever organisation are needed in today’s world by all marketing managers to ensure that any use of data for personalisation is worthwhile and effective.
Many companies are getting clever with data mining to get the most out of the data that they have access to. Automation is extremely important here as the cost implications of an entirely human process for data analysis and application would make the costs of personalised marketing out of reach for many businesses.
Personalisation and the Future
It is clear that personalisation is here to stay. Many customers have stated that they prefer to receive one or two personalised emails a month rather than many more hit and miss emails and communication from brands.
From a business perspective, personalisation allows them to make their customer happier and get more business from that customer without spamming them constantly with unwanted marketing.
Learn how to use marketing automation to send personalised, timely messages from our Beginners Guide to Marketing Automation.
Marketing personalisation should be considered for all marketing strategies. We are seeing a real drive towards the personalisation of online marketing via the use of social media and email marketing.
This use of marketing personalisation is now taking an even further step forward with the personalisation of website home pages based on that website visitor’s location, previous purchases and even preferred brands. Websites such as FeelUnique.com, Amazon and Netflix are leading the way here.
Don’t get left behind!
Make the most out of data to deliver a more personalised marketing experience for your customers. Your business, sales and relationship with your customers will improve from doing so.
To learn how your business could make the most out of highly personalised online marketing to boost your brand awareness, sales and profits from your online shop then contact the team here at ExtraDigital today.