Customer loyalty, Personalization and Data

Mar 13, 2020, 725 views

There's no need to say how important a personal touch is in marketing. In e-commerce, personalization is all about trying to capture the same magic using the information we have about our customer: their social media profiles, previous purchases, abandoned shopping carts, etc.

It can transform a generic customer interaction into one that will leave the customer engaged and enthused about doing business with your company again.

Personalization isn’t just a nice-to-have, it is what your customers expect. According to RR Donnelley, 79% of consumers say they are only likely to use a brand’s promotions if they’re tailored to previous interactions . A study by Evergage found that 88% of marketers experienced a measurable lift in business results thanks to personalization. The reason that personalization in marketing works is because it takes the needs of the audience into account, specifically the needs of the buyer at that time.

Data is the fuel for personalization. How you leverage individual customer data is the difference between successful personalization and missed opportunities.

Once you realize a person’s a person at the heart of your business, and once you bring together all of the attribute, behavioral and engagement data you have on each person into a unified profile, you’ll be ready to start personalizing -- all the way down to the individual level. This is the power of unified customer data as part of a personalization platform.

You can’t deliver a relevant experience if you can’t pull all the pieces together. The key components for effective personalization are the unification of data at the person level and, simultaneously, your ability to use it.

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