Personalisation strategy and its benefits
Operating in a highly competitive market requires companies to deliver a unique experience to consumers. Research shows that 66% of customers want companies to be able to solve their problems. A personalisation strategy can help meet this challenge. As a result, brands will gain a grateful and loyal customer.
Benefits of the approach
A personalisation strategy involves tailoring marketing efforts to the needs of a specific customer category. Tools include analysing data on consumer behaviour and preferences. This information is used to create personalised offers and relevant content.
This approach has a number of benefits, including:
- Increased loyalty. Providing unique experiences helps consumers feel important to the brand. This helps to build trust and loyalty. As a result, the company can count on the consumer’s commitment for a longer period.
- Higher conversions. Personalised offers significantly increase the likelihood that a consumer will take a targeted action. The recommendation aligns better with the customer’s interests and preferences than a standard marketing message. This strategy also increases the likelihood of a repeat purchase or site visit.
- Improved customer experience. Providing relevant and unique service helps to put the customer at ease. They will experience positive emotions when interacting with the brand, which in turn builds loyalty and increases customer satisfaction.
- Marketing effort optimisation. Targeting increases the strategy’s effectiveness by delivering relevant content to the interested audience. It optimises marketing budgets, improving ROI and competitiveness.
Delivering a unique experience helps a company stand out from the competitors and capture the target audience’s attention. As a result, the company can count on a stable position in the market.
Features of strategy development
The first step in creating an effective personalisation strategy is collecting and analysing customer data. Demographic and behavioural data about customer preferences and interests are particularly valuable to the business. The strategy also takes into account past interactions with the brand, such as pages visited and social network communications.
Based on the data obtained, experts create a portrait of an ideal customer. This includes all potential customer’s preferences, needs, and problems. The portrait should contain all the necessary information to find an effective approach to promotion.
The next step is to segment the target audience. This can also include a needs and wants assessment. Studying each customer will help find the optimal communication tool and create a highly personalised offer.
Content creation deserves special attention. We are talking about textual and visual publications that maximise customer interest.
Artificial intelligence is the ideal tool for implementing a personalisation strategy. AI-based tools can be used at every stage of designing customer engagement tactics.
