There’s a huge amount of value held in personalisation. It can boost engagement, increase loyalty, and generate sales leads. Accenture found that 75% of customers are more likely to make a purchase from a retailer if it knows them by name, recommends products or services to them based on their previous purchasing history, or knows what they have previously bought. The old-fashioned method of blasting generic ad messages at customers repeatedly is well and truly over.
In a crowd of millions, the individual experience counts the most. Infosys found that 59% of customers feel personalisation positively influences their shopping decision, while Forrester identified that 77% of consumers have either chosen, recommended or paid a higher price to buy from a brand that offers them a personalised experience or service. This desire is so strong that customers are actually willing to share their interests and behaviours if it means they will get a better experience at the end.
74% of marketers believe targeted personalisation can increase customer engagement.
From creating personalised e-mail campaigns to sharing information with customers based on their geographical location, it all counts towards the customer experience. eConsultancy reports that 74% of marketers believe targeted personalisation can increase customer engagement, while Campaign Monitor identified that e-mails that use personalised subject lines are 26% more likely to be opened by the recipient. Monetate also recognise that when a personalised web experience is available, there is an average increase in sales by 20%. Ultimately, personalisation serves to increase interaction (by up to 50% according to Experian).
One in three customers want a personalised product.
It’s not just about the digital experience, but also the entire sales journey. From start to finish, your customer is there waiting to be spoken to. The more bespoke and tailored you are in doing this, the longer you will keep them engaged and active. Deloitte reports that one in three customers want a personalised product. It involves transcending traditional marketing, labelling and packaging to create an emotional connection with a purchaser. It’s about identifying their individual value to you.
However, there is a word of warning with personalisation – there is a thin line between not overstepping the mark into becoming creepy. Consent should be at the heart of personalised campaigns; otherwise it can feel as though it is impacting on an individual’s privacy. It also has limits; while you may be able to change your labels, you won’t necessarily be able to reformulate your product or its ingredients for every single user. It’s crucial to establish what is within the feasible scope of your business.
Here are six great examples from across the spectrum of industries:
Selfie Coffee in Singapore offer customers the experience to have their own image printed onto the top of their coffee. They simply take a photo with the cafe’s own selfie device, and then receive their unique product. Every time it is slightly different, and the end result can be captured in a photograph (a photo in a photo, the irony!) to be shared online to spread brand awareness.
Albeit not a product renowned in the health, wellbeing or fitness industries, Coca Cola have perhaps created one of the best-known and most popular personalised products on the market. So much so that many people buy their custom bottles simply to display as a keepsake or gift to friends or family.
Nutella is another brand (we’re only endorsing the packaging, promise!) that has done a stellar job with integrating personalisation within their product offering.
Why are all the brands offering personalised products not within the health or wellbeing industry? We have work to do guys! However, Starbucks created something of a phenomenon with their personalised coffees – and it would be hard to ignore the global influence it has. They’re typically not spelt correctly either; and, while this may suggest they’re hiring many illiterate baristas, there’s actually a clever marketing strategy at play. It is more likely you will share a humorous spelling variation of your name online, than something standard. Therefore, a misspelt cup has more chances of creating brand awareness. Clever, huh!
British pub chain, Beefeater Grill, created a unique, loveable and engaging experience for the families who visited their venues. Using the familiar Mr. Men and Little Miss brand as a starting point, they developed Family Portraits – a space in which you can assign characters to your own family to create a bespoke masterpiece that can then be exported to your Facebook as a cover photo. Not only does it provide a unique experience for each customer, but it also spreads brand awareness – and others want to join in. At the same time, they are able to use the interface as a way of promoting new offers or their latest menu.
Everyone needs a tin of personalised tomato soup when they’re sick, right? With Heinz you can send a loved one a customised message on the soup label. It’s a quirky and unique present to send when someone isn’t feeling well, while also practical. It creates a connection not just for the person creating the product, but also the recipient. It’s nifty referral marketing in action.
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