THE FUTURE OF MEDIA - THE PARADIGM SHIFT: A DIGITAL SUMMARY
HOW PERSONALISED CONTENT INFLUENCES CUSTOMER GROWTH BY EVERLYTIC
and what their average basket size is.
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Contextual data, such as wishlist items, abandoned carts or their most-viewed items, will help you understand their preferences and get a holistic view of their relationship with you.
olid customer growth, engagement and retention requires far more than exceptional customer support and service, but rather a customer-centric approach on all fronts.
Showing that you are dedicated to ensuring your customer’s needs are met involves a number of factors, including delivering personalised content at exactly the right time. An example of personalised content done right is Spotify’s Discover Weekly feature. It’s an aggregated playlist of songs they think you’ll appreciate based on your listening preferences. It introduces you to new content, which is both enriching and exciting, but also encourages you to make better use of the app, knowing that there’s something in it for you. It’s an automated feature that has a simple function — to make the customer feel like they’re being considered, thus increasing engagement and retention. Accenture Interactive published a report stating that 91% of customers are more likely to shop with brands that acknowledge them, remember who they are, and provide offers that are relevant to them. The same report also noted that 83% of customers are willing to share their personal information to receive personalised offers.
The groundwork in defining personalised content Having great content is one thing, but it’s important to understand your
Understand your customer first to ensure content is personalised, relevant and valuable customer first to ensure content is personalised, relevant and valuable. Helping customers engage with what you have to offer comes with a few critical components: • you need to understand who your customer is and what their needs are, and • you need to understand where your customer is in terms of their relationship with you. You can do this by examining your transactional and contextual data sources and creating a data profile for your customer. Transactional data will, among many other things, assess whether your customer is a high-frequency buyer and what sort of products they prefer. It will help you ascertain what their buying habits are based on when they purchase
The big take-out: You need to cut through the noise and catch your customer’s attention with the right timing, personalisation and the type of value that makes them feel special.
Using data profiles to create personalised content Once you have a profile for your customer, this data can be synced with your communication platform to drive engagement programmes and deliver personalised content in the following ways: • create a relevant, compelling offer tailored to your customer; • deliver it when they are most likely to engage; • drive frequency and cover different channels; and • test variations in creative, content, different timings, and find exactly what works for that customer. Your marketing platform can do all the groundwork and heavy lifting for you while you focus on creating worthwhile content and campaigns for your customer.
Maintaining loyalty between customer and brand It’s worth remembering that your customer is likely to be constantly bombarded with information. You need to cut through the noise and catch their attention with the right timing, personalisation and the type of value that makes them feel special. You can do this through a process of automation. While you create the content your customer will appreciate, you automate
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NOVEMBER 2020
