While personalization has become a buzzword in digital marketing, only a few brands are doing it effectively and at scale.
Predictive personalization might seem daunting to most marketers. Regardless of this effect, brands must offer delightful and relevant digital consumer experiences to retain customers and maintain a competitive edge.
What Happens If You Don’t Personalize Experiences At Scale?
Consumers today expect seamless, unique, and personalized experiences that include highly relevant product recommendations and won’t hesitate to switch loyalties if you don’t consistently deliver. While 91% of consumers will more likely shop with your brand if you offer relevant personalization, 47% will dump you for Amazon if you don’t.
What is an example of personalization?
Predictive personalization uses data to provide tailored recommendations to augment the individual customer journey. Let’s say someone searches your website for a gluten-free version of your product. Pushing the product is one thing, but anticipating your consumer’s needs is another game altogether. On the product page for your gluten-free product, your company could recommend gluten-free recipes that incorporate the product or offer other gluten-free product recommendations. This increases the likelihood of a satisfied user making a purchase.
How to Deliver Relevant Personalization at Scale:
Personalization is the key to creating heightened digital consumer experiences. Brands that can build unique connections with consumers will not only increase customer loyalty but yield huge returns in metrics like engagement, CRM signups, and sales. Here are three steps to delivering relevant and personalized experiences to your online customers.
- Harness the power of historical, real-time, and contextual data
- Invest in the proper tools and processes for analyzing and acting on data
- Set specific business goals and tie personalized experiences to them
Check out my full article on delivering relevant and personalized product recommendations, where I discuss these steps in detail.
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