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Enriching The Customer Experience Through Journey Mapping And Personalization

0aaaDeepak Moudgil WiproDigital technologies have given customers unprecedented power to dictate the terms of purchase, to the point that instant gratification has become the norm. Customers expect the same kind of immediacy, personalization, and convenience in all their interactions with a brand. Therefore, companies must understand customer-behavior and be ready to cope with the demands created by multiple customer touch points. Failure to deliver personalized customer experiences at the right time, on the right channels can lead to customer churn and even business demise.

The question is, how can personalized services be provided in a highly digital-driven world? How can an organization deliver a connected, consistent experience across all touch points? More importantly, how can companies balance human and digital interactions to deliver an enhanced user experience while strictly adhering to privacy regulations?

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Ulta Beauty Powers Personalization With Expanded Google Cloud Partnership

Ulta Beauty is expanding its partnership with Google Cloud amid increased engagement with customers in-store and online, along with the development of its Virtual Beauty Advisor tool designed to deliver tailored recommendations and help shoppers choose the right products.

Ulta is presently using Google Cloud solutions to power personalization initiatives and to organize, analyze and transform data from 30 million Ultamate Rewards loyalty members into valuable insights for its customers, Thomas Kurian, CEO of Google Cloud, wrote in a blog post.

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Data As Currency: Personalization With Permission Increases Share Of Wallet

0aaaBrian Cleary RedPointGlobalThe scales of power are tipped in favor of the consumer. With a single click or tap of a button, consumers can order anything they want and have it delivered in mere minutes to their doorstep. But it’s no longer enough for brands and retailers to have a one-way conversation with customers. The majority of individuals demand a two-way dialogue. That means companies must not only streamline the checkout process, they also have to provide consumers with a personalized experience along the way.

The shift from transactional to meaningful customer relationships requires data from the consumer to personalize the process. But just as consumers are in control of their path to purchase, they are also in charge of their personally identifiable information (PII). They can enable push notifications or text messages to alert them about the next best offer, and they can certainly choose which data they want to allow brands and retailers to have access to. They expect that brands will request permission to use their data — and if/when they hand over their information, they want it to be used to enhance their experience. These new levers of consumer power are driving changes in marketing behavior.

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Exclusive Q&A: How Shoppers’ Awareness Of Their Own Data’s Value Is Redefining Personalization

Greg PortellConsumer data represents an emerging market that could be valued at $7 billion, according to Greg Portell, Lead Partner in the Global Consumer and Retail Practice of A.T. Kearney. With data protection laws becoming a point of discussion in some states, retailers need to plan for how they will handle the coming shift in data ownership and use.

The future of data will be the focus of the Personalization: Elusive But Not Impossible session at Retail TouchPoints LIVE! @ RetailX, June 25-26 in Chicago. Portell will explain why technology and data alone aren’t enough to create true personalization — and how shoppers have become increasingly aware of the value of the data they produce.

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41% Of Shoppers Say Most Personalized Messages Still Feel Like Mass Marketing

Retailers that want to personalize the shopper experience will find a receptive audience: 49% of consumers are more than willing to opt in to receive personalized communications via SMS, email or social media from the brands and retailers that they know, according to Periscope By McKinsey. But for a significant group of consumers, personalization still doesn’t feel personal: 41% of shoppers say that most personalized messages still feel like mass marketing messages that were not created with their specific needs in mind. These shoppers noted no discernible difference in the relevance of personalized versus non-personalized communications received from retailers and brands they visit often.

The study, titled: The Art of Personalization — Keeping it Relevant, Timely and Contextual, surveyed consumers in four mature e-Commerce markets — France, Germany, the UK and the U.S. in March 2019. Respondents were aged between 18 and 69 and evaluated by age, category and gender.

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Study: Better Personalization Can Entice 44% Of Shoppers To Switch Brands

Marketers are sold on the benefits of personalization: 88% say they have seen an increase in business from using personalization tactics. The catch, however, is that consumers are quick to compare different brands’ personalization prowess, and to take action when a brand comes up short: 44% of shoppers are willing to switch to brands that do a better job personalizing the experience, according to Infogroup.

Poor product recommendations are one of the biggest problem areas., according to the Infogroup survey, titled: The Power of Personalization: 53% of consumers say advertising for an irrelevant product is the most annoying thing a brand can get wrong.

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Engaging Shoppers With Relevant, Personalized Messaging Across Multiple Channels

0aaaBob Gaito 4CiteIn surveys across the board, marketers say that personalization is a top priority. When done right, it increases engagement, builds loyalty, and drives sales by delivering messages that align with — and anticipate — what each customer wants.

Leaders in martech have leveraged technology to reach new heights in delivering highly-personalized, relevant and immediate messaging that’s cohesive across multiple channels. By identifying online shoppers and capturing their associated shopping data to automate content, they’ve drastically raised expectations to the point that most consumers today expect individualized interaction — not just personalized, individualized — that shows them what they want, when they want it, while also saving them time and money. And it’s easier than ever for them to take their business elsewhere if they don’t get what they expect.

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Study: Tailor Communications To Reach 5 Very Different Shopper Groups

Whether they’re looking for the best deals or a reason to visit their favorite store, nearly every shopper can be reached through email marketing, according to a study by Fluent Commerce. The report looked at five shopper personas that are defined more by behaviors than traditional markers such as age, gender and income, determining what kinds of outreach best break through their email filters and fuel conversions.

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McDonald’s Acquires Personalization Provider Dynamic Yield For $300 Million

McDonald’s is getting into the personalization game through the acquisition of Dynamic Yield, an AI-powered omnichannel personalization solution provider. The restaurant chain will harness Dynamic Yield solutions to provide personalized drive-thru menus that show food items based on time of day, weather, current restaurant traffic and trending menu items. McDonald’s paid $300 million for the company, people familiar with the matter told Wired.

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