I was reading an article recently about how consumers are looking more and more for a personalised experience when they shop. It got me thinking about my own experiences and how the retailers that I shop with have adopted these practices and how they do encourage me to return to them time and again.
As digitisation increases, retailers can leverage data and CRM tools to tailor marketing communications, product recommendations, and promotions to individuals’ preferences and past purchase behaviours. This not only enhances the shopping experience for us as customers but also creates loyalty and raving fans who are more likely to buy again and tell their friends.
In this blog I will be looking at how personalisation has become a powerful tool for retailers who are looking to connect with their customers on a deeper level and how you can use it to get more raving fans.
Understanding the Power of Personalisation
I remember way back in the early days of my marketing career where the most personalisation you could do was address customers by their first name in an email campaign. Today, personalisation has progressed to analysing data and gaining insights into customers’ preferences, behaviours, and purchase history, and using this information to deliver relevant and timely marketing messages and offers. For example, an online retailer can use data analytics to track a customer’s browsing and buying history and then send targeted product recommendations or personalised promotions based on their interests. How many times have you bought something off the back of one of those emails? I know I have…too many times!
Aligning with the ActionCOACH Ladder of Loyalty
The ActionCOACH Ladder of Loyalty outlines the different stages of the customer journey from suspect right the way through to raving fans. Personalisation plays a crucial role in moving customers up the ladder by creating positive experiences that exceed their expectations. By personalising marketing communications and product recommendations, retailers can enhance customer satisfaction, increase repeat purchases, and ultimately turn satisfied customers into loyal advocates for their brand.
When we’re coaching clients around the Ladder of Loyalty we ask them to think of ways to create a ‘Raving Fan Strategy’ so today I’m going to you some ideas on how to use personalised experiences to do just that:
-
Segmentation and Targeting:
Divide your customer base into segments based on demographics, purchase behaviour, or preferences, and tailor your marketing efforts accordingly. For example, a clothing retailer can send personalised promotions for winter coats to customers in colder regions while promoting swimwear to those in warmer climates.
-
Dynamic Content and Recommendations:
Use dynamic content on your website and in marketing emails to deliver personalised recommendations and offers based on each customer’s browsing and buying history. For instance, an e-commerce platform can display recommended products on the homepage or in product pages based on a customer’s past purchases or items they’ve viewed.
-
Behavioural Triggers and Automation:
Set up automated triggers based on customer actions, such as abandoned cart emails or post-purchase follow-ups, to re-engage customers and encourage them to complete their purchase or provide feedback. By leveraging behavioural triggers, retailers can deliver timely and relevant communications that resonate with customers’ needs and preferences.
-
Feedback and Listening:
Actively seek feedback from customers through surveys, reviews, and social media channels, and use this information to refine your personalisation strategies. Pay attention to customer preferences, pain points, and suggestions, and adjust your approach accordingly to ensure that you’re delivering value and meeting their needs.
Personalisation is no longer a nice-to-have but a must-have for retailers looking to thrive in today’s competitive marketplace. By using data analytics and customer relationship management tools to personalise marketing communications, product recommendations, and promotions, retailers can create memorable shopping experiences that drive customer loyalty and advocacy. By aligning with the ActionCOACH Ladder of Loyalty and focusing on creating raving fans through personalised experiences, retailers can differentiate themselves from competitors and build long-lasting relationships with their customers.
