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Today’s shoppers have immediate access to product information at their fingertips.<\/p>\n
Competition is plentiful and fierce, so retailers must differentiate themselves to be top-of-mind.<\/p>\n
To be that “go-to” store, retailers increasingly must create personalized experiences that appeal to an individual’s desire to be valued and sought-after.<\/p>\n
Retailers must leverage the customer data they have — or should have — to create that unique environment.<\/p>\n
Intelligence on customer preferences and their interactions must be accessible and actionable; in other words, if you have information, use it. Analyze it.<\/p>\n
And interpret it through the prism of providing a top-notch retail experience.<\/p>\n
Why? Because it’s profitable<\/a>.<\/p>\n Customers report that meaningful personalization does increase spending.<\/p>\n Retailers using\u00a0personalization strategies experience revenue gains of six to 10 percent<\/a>, a rate two to three times greater than other retailers, Boston Consulting Group research<\/a> reports.<\/p>\n <\/p>\n Here are three ways to get personalization right:<\/p>\n <\/p>\n Consider how your products or store can help customers achieve their goals.<\/p>\n The data that helps you determine which products customers may be interested in will also help you figure out why they need those items.<\/p>\n That knowledge will help you craft an individual message to every shopper.<\/p>\n Sometimes a group message is appropriate, but most often, the more you treat your customer as an individual with unique needs, the better you can illustrate your brand’s respect for individual customers.<\/p>\n <\/p>\n Communicate through data-driven email.<\/p>\n Personalizing messages requires email segmentation, analyzing customer data and creating a 360-degree customer view from a centralized database.<\/p>\n However, although email list segmentation has proven to lead to higher sales rates, half of marketers surveyed by Tune said they are not segmenting their email lists and\u00a0less<\/a> than nine percent\u00a0of marketers said they aggregate their data within a single system of record.<\/p>\n Targeted email marketing is very successful; 47 percent of marketers told Emma\u2019s 2017 Email Marketing Industry Report<\/a> that email generates the most ROI for their organizations.<\/p>\n To take full advantage of email\u2019s potential, retailers can send personalized teasers, promotions and discounts to loyal shoppers as well as prospects, in addition to those who\u2019ve abandoned their shopping carts.<\/p>\n <\/p>\n Text notifications can push shoppers through your door.<\/p>\n Research has found that 57 percent of shoppers spent more money at a retailer after receiving a notification.<\/p>\n An even more impressive figure is that 68 percent of consumers reported an impulse buy after receiving a notification.<\/p>\n Sending push notifications effectively helps boost sales by engaging consumers at key moments in their shopping experiences.<\/p>\n <\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" Today’s shoppers have immediate access to product information at their fingertips. Competition is plentiful and fierce, so retailers must differentiate themselves to be top-of-mind. To be that “go-to” store, retailers increasingly must create personalized experiences that appeal to … Continue reading 1.\u00a0 Create personalized marketing campaign around product usage<\/h3>\n
2. Use detailed customer data to meaningfully personalize\u00a0teasers, promotions and discounts<\/h3>\n
3. Engage consumers at key moments in their shopping experiences with push notifications<\/h3>\n