Today's customers expect personalised experiences, with more and more organisations starting to see the benefit to both customers and businesses.
At its core, personalisation can make customers feel more valued, which inspires greater brand loyalty.
A 2018 survey revealed that 91% of consumers are more likely to shop with brands that provide personalised offers and recommendations. That appeal is so attractive that almost a third of customers (31%) wish their experience was more personalised than it is currently.
When executed well, such experiences enable businesses not only to differentiate themselves but also to gain a competitive advantage. Highly personalised customer experiences are difficult for competitors to imitate, and providing them at scale can be operationally challenging.
We recently worked with a monthly subscription-based business that promoted a highly personalised product offering model. The marketing, enrollment process and communications did a fantastic job setting customers’ expectations. When customers signed up for membership, they completed a product preference survey, and each month they were offered an opportunity to select from a selection of curated products.
91% of customers are more likely to shop with brands that provide personalised offers and recommendations.
Our research confirmed that customers wanted the promised highly personal experience; in fact, it was one of several key experience drivers.