Hyper-personalized experiences must be meaningful. It’s more than telling your customer, “Hey, we thought you might like this.” There has to be a why. If you have ever watched Netflix, Hulu, or other popular streaming platforms, you know they often make watch recommendations – not just because you might like something, but because you watched something related or similar. Simply, hyper-personalization drives sales.
Get to know your customers beyond their first name. Providing a hyper-personalized experience for customers saves them time and converts sales. This is particularly important in the online space. Whether you are delivering an email campaign, running retargeting ads, or offering an incentive, developing a deeper understanding of your customers wants and behaviors is a win-win.
In a brick-and-mortar store, a customer may browse around looking for a specific product. If no one approaches them, they might be a bounce. The same is true when they visit your website. Customers need a personal greeting, assistance to find what they are looking for, and offers that match their own needs.
Beyond knowing your customer’s name, you should know their buying habits, past purchases, and online behavior. Using a combination of historic and real-time data helps you provide better personalized recommendations with higher conversion rates.
Accenture reported that 75% of consumers are more likely to buy from a retailer (online/offline) that recognizes them by name, recommends options based on past purchase, or knows their purchase history.
According to a 2019 article in The New York Times, “At some drive-throughs, McDonald’s has tested technology that can recognize license plate numbers, allowing the company to tailor a list of suggested purchases to a customer’s previous orders, as long as the person agrees to sign away the data.”
McDonald’s recognizes that despite having a powerful brand awareness, that’s not enough to maintain a strong influence over the spending choices of savvy consumers who expect a hyper-personalized experience.
Developing mutually-rewarding relationships with your customers doesn’t have to be hard. Mostly likely, the data is already there. It just needs to be properly collected and analyzed so you can create more hyper-personalized offers and improved customer experiences.
When hyper-personalization is properly implemented, customers are also more likely to provide Zero-Party Data. Learn about that, here!
Create More Meaningful Customer Relationships with FiO Analytics
FiO ai-InteleKt™ Analytics and Managed Marketing Services combined will engage your customer in a more personalized way, allowing you to better understand and identify how to interact with customers in segmented markets and channels.
These are our top five recommendations to consider when building a data-driven customer experience.
- Inform and enhance email marketing content and strategies
- Enable a more personal level of customer engagement
- Establish a better synergy between sales metrics and marketing metrics