Personalisation will continue to be an increasingly important trend in the future. Personalisation makes the user experience more engaging, relevant and useful. It also helps businesses to better understand their customers and create messaging that resonates with them - all of which can lead to better sales results.. But are enough organisations embracing it?
71% of consumers expect personalisation*
76% of consumers get frustrated when they don't find it*
Personalisation increases sales!
“ Personalisation drives performance and better customer outcomes. Companies that grow faster drive 40 percent more of their revenue from personalisation than their slower-growing counterparts.”
How can we use data to personalise experiences?
Personalisation is the process of making a user's experience with your brand feel like it's specifically designed for them. It can be as simple as greeting someone by name when they visit your website, or more complex like creating an entire shopping experience that makes sense for their needs and preferences.
It isn't just about individualising the content of what you're offering; it also includes using data to understand who each customer is so that you can offer them products and services that align with their unique needs and interests. In this way, personalisation helps companies build stronger relationships with customers while increasing sales opportunities at scale.
How can we avoid the pitfalls?
By now, we all know that personalisation can be a powerful tool for marketers and businesses. But as with any technology or strategy, there are pitfalls to avoid.
We need to be careful not to personalise too much. It's important to keep the user in mind when implementing personalisation strategies - Personalisation should be based on data, not assumptions.
Personalisation can also help create a better experience for users who want something tailored specifically for them; however if you're going too far with this idea (for example by showing them aggressive ads based on their purchase history), then chances are they're going to feel like they're being stalked by an algorithm instead of feeling valued as customers by your brand/organisation!
At Now Interact we overcome this by giving each website visitor a unique "likelihood to purchase" score, this is often used to form part of a retargeting strategy that enables businesses to form a more educated plan based on data, not a blanket, non-personalised approach.
Personalised experiences will become increasingly important in the future.
The advancement in AI, voice interfaces and chatbots will mean personalisation becomes an even bigger differentiator.
The future is here, and it's personalised. As technology advances, so too will our ability to personalise experiences for users - and it's not just limited to the web anymore.
From smart home devices like Amazon Echo or Google Home, through to chatbots and messaging apps like WhatsApp and Facebook Messenger. All the way up into virtual reality headsets like Oculus Rift, we're already seeing how AI can make our lives easier by providing us with answers before we even know what questions we need answered!
“ The personalisation trend is here to stay. Businesses need to adapt their marketing strategies and customer experiences to better cater for this new way of thinking. Personalisation will help companies understand their customers better and build stronger relationships with them, which will lead to increased sales and engagement over time..”
At Now Interact we create a simple, personalised, and optimal experience across all your customer contact channels. Get in touch to find out more...
*Source: 2021 McKinsey study
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