Talk of personalisation in retail has been going on for a while but now it looks set to become the norm thanks to advances in technology.
Technology is driving the need to offer customers personalised experiences but it’s also the answer to meeting their demands.
One key shift in customer behaviour that’s driving the change is the rise of the micro-moment, which describes the increasingly fragmented customer journey. Thanks to mobile devices, like smartphones and tablets, the moments that lead to a customer eventually making a purchase can occur in more locations and on more devices than ever before.
For instance, a customer might do some research on their phone while on the bus, read some reviews on their desktop over lunch, then compare prices on their tablet while watching tele at home. If they find a product they want to buy, they may then decide to make their purchase online or instore.
Each of these micro-moments represent an opportunity for you to reach out to the customer with what you have to offer. The more personalised you can be, the better, because you stand a greater chance of standing out. These days consumers have little patience for irrelevant information and will simply look elsewhere if you can’t give them what they want. To be truly effective at personalisation, you need to decide which micro-moments you want to go after and focus your efforts on them.
What is personalisation anyway?
So, how can you offer personalisation to your customer? Personalised marketing is key. You could do this by offering relevant product recommendations to a customer based on their previous purchases. Amazon exemplifies how effective this can be but smaller retailers can do this as well.
Even something as basic as making sure you target gender-specific products to the right customer is a form of personalisation. You could also tailor content based on criteria like their location, so you only show them information relevant to their local area. In a world where there are so many options to choose from, customers will appreciate not being bombarded with irrelevant information.
If you can deliver a personalised experience, you will reap the rewards because your prospects will be more likely to convert into customers and your customers will continue their relationship with you. Eventually, you will build an even stronger base of loyal customers who will become advocates for your brand.
Technology is the answer
If you’re thinking, “This is all well and good but how am I going to achieve it while operating a small business?” fear not - technology can help you rise to the challenge.
To begin with, you can use marketing automation technology to help you send out your emails and manage your social media. You can also carry out tests to make your marketing more effective. You can look at the best time to send out emails people will open, or run a time-limited offer. That way, you’ll avoid wasting time and effort by sending people information they’re not interested in.
When it comes to personalisation, knowledge is power and the power lies in your customer data. Know your customer’s date of birth? Why not send them an offer on their birthday?
Customer relationship management systems (CRM) can help you segment and analyse customer data and understand how they interact with your business. For example, you could look at their buying patterns and focus your communication with them on products that they’ve previously shown an interest in buying.
Khaos Control Cloud for your personalisation in retail
Khaos Control Cloud is an ideal platform to help small and medium sized businesses deliver well targeted customised experiences to their customers.
It has a number of features designed to support your personalisation goals, such as:
- Customer relationship management - Our cloud based CRM brings all your customer data together in one place to give you a clear overview. You’ll also be able to drill down to the level of detail you need.
- Marketing automation - This secure system will make manual tasks a breeze. You’ll be able to find addresses easily and quickly, avoid data duplication, segment your data and much more.
- Cloud customer management – You’ll be able to easily classify and target customers in a range of ways to help maximise your efforts. You can also make data-backed decisions to run personalised marketing offers with confidence.
Our subscription-based service means you don’t have to worry about upfront costs, so why not start your free month today?
Please Note: This article was edited on 21/02/2018 to reflect Khaos Control Cloud's updated process re: trials.
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