Personalisation never fails to leave a lasting impression. And in today’s marketing era, no business can seem to live without personalisation of at least some sort. Not only does this preeminent marketing strategy boost customer satisfaction and make people remember your business, but it also builds brand loyalty that travels with your business for an entire lifetime.

The significance of this great technique is increasing drastically by the years as many businesses seek to revolutionise the use of personalisation to different levels each year.

Customer-Centric with Personalisation

A very effective personalisation method when targeting specific stages in the buyer journey is a customer-centric approach. This includes tactics such as sending an exclusive discount code to first-time buyers after their first shop with you or sending an email to visitors who have abandoned their shopping carts greeting them with their name and encouraging them to complete their purchase. Sending updates on orders and deliveries also builds a deeper relationship. Let your customers know you are available to answer any further questions they may have. Keep an open-door policy for this.

It is all about the idea of presence. Customers want to feel like they can easily approach your business. They want you to be available for them. Show your presence and availability at every stage of the buyer journey. This is what increases customer chances to engage more with your brand, creating returning customers and a lifetime of customer loyalty; simply because they feel recognised and accepted.

Penetrate Your Business with Personalisation

Before we get into the details here, we would like you to first ask yourself the following questions.

  • How many interactions does the average customer have with your business before proceeding to make a purchase?
  • What are some of the most-common interactions and how could you infuse personalisation within them?
  • Is your business more interactive or passive when communicating with customers?

Your customers love to be acknowledged and appreciated. This concept is overlooked so often that some brands feel they are only responsible for providing a product or service. But your customer is giving you their hard-earnt money, time, and attention; they chose to invest in you over any other brand. Brands must begin to give the same back – give that customer your time and your attention, show them that their investment in you has never gone unnoticed. Even a simple change such as “thank you [first name]” rather than a plain “thank you” can make a significant difference.

Starting From the Beginning

Personalisation has never just been a post-purchase enhancement. It is equally as important to implement personalisation into your marketing strategies from the get-go and consider how to attract and convert leads from your target market using this wonderful technique. You want to be able to grasp the eyes and all attention of leads at first the first instance that they interact with your brand to really be able to drop that WOW factor and hook them onto you.

Imagine your friend is hosting a last-minute surprise birthday party for which you had to buy the right gift. You could either purchase something small and attach a lovely handwritten card with it; or you could buy a basic giftset and call it a day.

Which one would they appreciate more?

The same logic applies to leads in marketing. Smaller but personalised gestures are more meaningful and attractive than generic advertising.

Segmentation

Personalisation in marketing means understanding your market, their expectations, and experiences with your business. Segmentation is the tool you want to use for this, as it narrows down your market into subgroups based on specific, shared characteristics, including those within your emailing lists. For example, subgroup one could be leads who have interacted with your business for the very first time who are sent down a welcome campaign. Subgroup two could be your regular customers who shop with you several times a year who receive post-purchase emails out of appreciation from you. Subgroup three could be cart abandoners from within the last week who have visited your website and added items to their shopping cart, but have not proceeded with a transaction, to whom you send an email trying to re-nurture them to return back to your webpage.

The content inside each of these emailing lists must remain distinct by reaching the recipient through specific, relevant, and purpose-driven interaction.

Grouping Criteria

Grouping your market into smaller and more specific subgroups (called market segmentation) will maximise your marketing strategy. Below is a guide of the grouping criteria you can aim to follow.

  • Geolocation
  • Time and date of website visit
  • Duration on website
  • Browsing behaviour
  • Browser or device type
  • Purchase or shopping cart history
  • Filters applied to searches E.G., price, department.

Segmenting your market using the above criteria will optimise your personalisation offering by enabling relevant and attractive discounts, content, and much more.

Did you know…

  • 61% of customers leave for a competitor after even one negative experience.
  • 70% of the buying experience is based on how the customer is treated.
  • 90% of customers are more satisfied with their experience when a personalised service is received.
  • 40% of customers ended up purchasing an item they hadn’t initially intended to after they received a personalised product recommendation.

The above figures from Customer Service Statistics in a 2023 report show how important personalisation is in providing a positive customer experience, and the consequences that come with both – positive and negative experiences.

Marketing Automation X Personalisation

No doubt that personalisation has already dominated the modern customer experience, as brands that seek to optimise customer relationships turn their heads towards the implementation of personalisation.

As personalisation had begun to get bigger and bigger in the marketing industry, automating the powerful strategy was an inevitable game-changer that dropped jaws of every marketer. Thanks to the great gift of technology, today numberless brands have adopted automated personalisation, enabling them to personalise all products without losing out on time and effort.

Spotler allows you to create incredible experiences that maximise revenue all from a single platform. This allows you to focus on building a customer experience whilst we automate the personalisation for you by adapting your website to each individual visitor tailored to their specific tastes whether it be a first-timer or a regular, we have room for all. Using real-time technology, every website visitor will be showcased with personalised product recommendations based on their browsing behaviour, purchase history, and personal profile details. Our secret is that the website visitor does not need to be logged in or even have an account with you to be able to receive a personalised web experience. Let our artificial intelligence worry about that part for you.

What’s the catch, you might ask. The catch is that we work this magic whilst you get other workload done and dusted, or you could even stick the kettle on and put your feet up for a cuppa.

Automated, real-time, intelligent, and even cross-channel – the dream of every eCommerce marketer. We combine website and email personalisation to deliver seamless cross-channel journeys to ultimately build a finetuned customer experience. Now send tailored emails that are knitted with uniqueness for every recipient through a personal salutation followed by personalised product recommendations with a direct CTA. Use triggered emails as such to send the right message at the right time based on how each customer behaves and then sending down the correct funnel accordingly.

Here at Spotler, we never go by a one-size-fits-all policy.