Far from being just a buzzword of the moment, personalisation has already become an integral part of many business strategies. A personalised experience is something that the modern consumer simply expects, particularly with the rise and rise of the digital age.
At its heart, personalisation is about customisation. The surging popularity of hand made and bespoke items is an example as to how people are wanting greater individuality in their consumer experience. One of the most popular and striking examples of customisation is Coca Cola’s customised drinks bottles with personalised labels.
Personalisation in the digital space thus far
Personalisation is about far more than physical products. A range of technologies can be used to customise a user’s entire website experience based upon their browsing history and habits. Rather than presenting visitors with a broad but poorly-targeted set of choices, they are immediately offered something specifically tailored to them.
As a result, they are far more likely to click-through; to make a purchase; or to complete some other desired action such as filling in a form. Personalisation and conversion rate optimisation (CRO) are thus inseparable. Businesses with high user volumes can use data gathered online to make their advertisements location or audience-specific. Knowing your audience is, as ever, essential.
Getting it right
Personalisation may have been around for some time and is harnessed to great effect by many businesses. But on the flip side it doesn’t always work out. For example, the user who purchased a gift for someone may now be targeted with adverts for products which are not relevant. Marketing experts are increasingly looking to fine tune personalisation in a manner that enhances the user’s interaction with the business as a whole, rather than focusing on a narrow set of desired outcomes. With more online personalisation technologies and content management systems available than ever before, it’s becoming easier to see the future.
Mobile commerce is growing at a staggering pace and doesn’t show any signs of slowing. With smarter phones come demanding consumers, and the need for a better consumer experience. Responsive websites and simplified mobile transaction methods are essential in catering to this audience and its short attention span. The ability to track data across a range of devices is essential in putting together a cohesive strategy for omni-channel personalisation.
Data drives it all – the consumer profile
Personalisation cannot be successfully driven without data. Unless you know what your consumer is really about, you cannot offer them any kind of enhanced experience. The next step is to dig deep into this information to profile the customer and to identify which elements of the process can be adapted to appeal to them directly. Smarter businesses are creating customer personas in order to drive detailed personalisation.
So whereas personalisation has historically, in many cases, merely scratched the surface of the user experience, the future of it will require digging a little deeper. Businesses will need to exploit ever-growing volumes of data in order to more accurately profile and target individuals and collective personas.