Blog 53

We’re in the age where data dominates everything we do thanks to various systems that track the steps we take online. More and more businesses rely on analysing different consumer patterns and utilising machine learning to provide more personalised products or services. However, not everyone makes use of all the available information provided by the customers, and those businesses can be missing out on numerous potential transactions.

It’s been reported that 74% of online consumers get frustrated when exposed to content that has nothing to do with their interests. And rightly so! There are so many brands and products available at our fingertips that loyalty is hard to maintain. By offering relevant content when targeting customers, you will significantly boost productivity and retention. Personalisation tactics need to be smart, but they can also be very simple.

It’s all in the big data

So, where to begin? Registration forms or any data capture features are your primary sources for collating information from customers. The bare minimum you’ll have is the name, email address and location. Following the initial registration, you can start tracking the activities of each user: how much they spend, how frequently, what they buy/play, when this activity happens (is it seasonal/periodical?), is there a certain event that corresponds with their product choices, what devices they use, when they convert and many, many others. There is, of course, much more data that you can be analysing, but this is a good start for customising your services according to their preferences and behaviour.

Make your customer feel valued

75% of consumers will spend more when they see that the business recognises them as an individual, makes relevant recommendations and knows their purchase history. This not only shows that you acknowledge and make an effort to contact them, it also builds trust and loyalty if your services target them individually.

Apple’s Photos app offers great personalisation through sorting photos. It collates photos into albums based on location, people and even apps that the photos were taken with or uploaded to (e.g. Instagram or Snapchat). This is a great example of how you can make your app useful and relevant to the customer’s life and everyday experiences.

Through the use of their Advantage Card, Boots tracks customers’ purchasing habits and offers extra points or deals on the items they tend to buy more frequently, enticing them to keep shopping with retailer. You can collect points and spend them at a later time. It’s a great loyalty scheme to give something back to the customer and encourage them to continue spending with the same retailer.

Spotify is an excellent example of a data-driven personalised experience. It collates daily mixes based on the type of music the user listens to and groups them by genre for the week. It’s a great feature for busy listeners who don’t have time to create playlists and it’s also easier to access your favourite music without having to navigate too far.

Similarly, Facebook creates friendship anniversary videos and Memories, going back to the user’s posts, photos and any moments they’ve shared previously. This feature actually shows why so many of us use Facebook - to document different events, share pictures with friends and use it as a log for all these things (it’s not just for ranting about your late Amazon delivery or scrolling through ads!).

Online gambling and sports betting has been using analytics-driven marketing for years, given the high competition and player churn across the industry. Ultimately, gambling products are quite similar, so users tend to switch between brands for better deals more frequently. To address that, gaming operators have been using personalisation in-app push notifications, suggesting related games content and emailing deals to drive users back to them. For example, you can see if the punter hasn’t been playing their favourite game for a while and incentivise them with an offer or a similar new game. If the user is an avid football fan, push notifications around certain matches might be the best way to drive them to bet with you. These are really smart ways of increasing customer average spend, lifecycle, retention and value.

Why should you up your personalisation game?

Providing personalised content to users allows them to access relevant information quicker, saving browsing/searching time and increasing your app’s or website’s efficiency. You can also improve your relationship with the customer, thus maximising their spend and their affinity with your brand. The more relevant your content is, the more likely they will use your services again.

You can create trust with your customers by providing something special, targeted just at them. If users invest time and money in your brand, it makes them feel valued to receive something back, which will encourage them to spend more with you. Digital customer experience shouldn’t be that different to the one in physical shops. It is always nicer to shop with a brand that looks after its customers, greets them with a smile, offers help and a seamless customer experience. Same values should translate across web and mobile customer journeys to minimise churn and grow your customer base.

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