When communicating with the 21st-century consumer, going 'personal' makes all the difference. The adoption of B2C Personalization has picked up rapidly in different consumer markets with many B2C brands using AI-backed marketing tools to ensure their messaging is relevant. Consumer brands are also increasingly using data-driven decisions to build relevant micro-moments inside and outside their digital platforms.
Nothing turns off consumers more than irrelevant messages. In fact, sending an irrelevant message does more harm than no communication at all.
We invited Monica Shrivastava from BYJU's to share her thoughts and expertise on personalization for consumer brands. For those out of the loop, BYJU's is an Edtech unicorn from India with close to 3.5 million paid subscribers and 45 million free users.
Here are a few takeaways from our conversation:
You can watch the entire session below:
There is a fine line between being relevant and being creepy. Consider the three messages below:
|Summer sale is on! Check out our new collection of summer clothing for you!||😒|
|Hey Jessica, here is a playlist we've curated for you to beat the Monday blues!||😃|
|Hi Adam, since you're a newlywed pilates instructor staying in San Francisco, love cartoons, and are into parenting blogs, this news piece will interest you!*||😡|
* yes Signal, we read your blog :)
If you're nodding your head at the response for each message, then you've rightly identified the line between personalization and privacy invasion.
Consumers hate receiving irrelevant communication and recommendations. At the same time, consumers are wary about sharing their data with brands – information that is used by marketers to build relevant customer experiences and send personalized messages. This conundrum that B2C marketers face is called Personalization Paradox.
Customer happiness increases as you build more relevant micro-moments and personalize your messages. But once you cross a certain threshold (the line) by increasing the degree of personalization, your customers start considering you as an invader of their privacy.
NOTE: The line will vary for different brands in different consumer verticals and geographies. To identify where the line is for your brand, you have to test out multiple hypotheses by running A/B tests and experiments!
B2C Marketers need to get better at educating their customers around privacy, data collection, and personalization. Consumers eagerly look forward to understanding how their data is being used and what benefits they're getting by sharing this valuable information. Marketers in consumer brands need to learn to highlight the value exchange in this process and how the data is being used to provide personalized experiences and building relevant micro-moments.
Regulations like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States help marketers understand where to draw the line between personalization and privacy invasion.
I'm sure most of you remember the backlash Facebook-owned WhatsApp received when they tried to force new privacy changes on its customers. We captured the six most important learnings about personalization versus privacy from that fiasco into a blog post.
To address the issue of when personalization is too little or too much, we had invited leaders from Customlytics, Berlin Brands Group, Delivery Hero, and Project A to share their thoughts. You can view this exciting session below:
B2C Personalization Pulse Check Report
We recently conducted a survey in the United States, Canada, the United Kingdom, and Germany to understand what consumers think about personalization. We're working on putting all our insights into a comprehensive report which will highlight:
The key to effective B2C personalization is segmentation.
Most consumer brands have basic user segments personalization based on demographics and properties like geolocation, gender, age group, or mobile OS. Some consumer brands also consider user behavior to create user segments like frequency of use, the number of transactions, or brand interaction.
The idea behind segmenting users is to provide a personalized experience instead of generic and spammy communication. As a B2C marketer, you can create advanced segments by taking into consideration both demographics and the behavior of your customers.
For example, using RFM models, you can identify all your loyal customers (based on Recency, Frequency, Monetary values, or a combination of all) and then show them a prompt on an in-app interstitial to rate your app on the App Store or the Play Store depending on the mobile OS. Based on your customers' language preferences, you can also put this message up in different languages.
During our latest flagship event, GrowthAsia 2021, we invited experts to share their thoughts on segmentation and its role in B2C personalization. This panel included industry leaders from top brands like OVO, KapanLagi Youniverse, Kredivo, Kompas Gramedia, and Amar Bank.
Here are a few takeaways for consumer brands:
👉 You can read more about this session here or watch the recording below:
Landmark Group, one of the largest retail brands in the Middle East, Africa, and India, used personalization in the form of product recommendations during the White Wednesday Sale 2020. The team leveraged personalized push notifications to attract customers to the app and used personalized in-app interstitials to increase engagement.
The CRM team at Landmark Group created advanced user segments based on the customers' behavior in the app, such as:
This approach of segmenting customers based on their actions and sending them personalized communication resulted in a 56% uplift in purchases and a 65% increase in retention rate!
OnlineTyari, India's top test preparation platform, implemented omnichannel personalization to improve conversions. The team orchestrated user journeys and took into consideration the multiple digital touchpoints – push notifications, emails, and social media advertisements. These journeys started by onboarding a new user, having them take a test, and eventually get them to sign up for a paid subscription to OnlineTyari's platform.
The team personalized all communication based on first name, demographics, last activity, and in-app behavior. This approach resulted in a 400% increase in conversions!
👉 Read the whole story here or watch the video below:
OYO Rooms, the world’s leading chain of hotels and homes, personalized hotel recommendations for their customers to increase the users’ interaction with relevant communication. The team leveraged their customers' search and booking history to offer the right message at the right time on multiple digital touchpoints.
OYO's Marketing team used Smart Triggers to send personalized offers and discounts to users based on their app usage. This strategy resulted in 2X higher CTRs on personalized push notifications.
👉 You can read OYO Room's success story here or watch the video below:
Previously known as EasyTaxi, Jeeny, one of the fastest-growing ride-hailing services in the Middle East, wanted to offer relevant real-time communication to the customers on new offers and discounts, specific offer codes to loyal users, and more.
The Marketing team at Jeeny considered their customers' location, frequency of ride-booking, and language preferences to personalize their messages. For example, if a customer frequently booked a ride for a specific route, then they would receive an offer code related to that route in the city. The team also tweaked their messages based on language preference — users with Arabic preference received push notifications in Arabic, and users with English preference received communication in English.
Thanks to this approach, Jeeny witnessed a 20% uplift in quarterly conversions, and over 962K rides were booked after customers received a personalized notification!
In the past, delivering personalized product recommendations was easy. But today's modern consumers have unique needs and engage with your brands via multiple channels.
How do you offer the same personalized experience to your digital consumers? How can B2C brands communicate personalized recommendations across multiple channels and touchpoints your consumers interact with?
The answer lies in Dynamic Product Messaging.
Here's a breakdown for different verticals:
1. Banking and Fintech brands
Dynamic Product Messaging, or DPM, helps banks deliver high-value financial advice. DPM maps consumer attributes with your bank's product catalog by understanding behavior, preferences, and financial history.
Once the attributes and product portfolios are mapped, you will be able to forecast the right product recommendations for every customer. Learn more in this video below:
2. E-commerce and Retail brands
Personalized recommendations are at the heart of any retail business. Shoppers preferring buying from brands that “get them.”
But billions of unique preferences can make personalized recommendations at scale tough. Here's how your online shopping brand can do it with DPM:
DPM assists your retail brand map each shopper's attributes with your product catalog. With these mapped attributes and product portfolios, you will be able to orchestrate rich product recommendations. Each campaign will have auto-generated, personalized messages delivered to the shoppers at the right micro-moment on the channel of their preference.
With the increasing adoption of digital platforms by consumers, it is equally important to personalize your website with relevant communication and messaging.
Web Personalization helps you create unique experiences for your customers based on how they interact with your website and the information they have provided. This enables B2C Marketers to run dynamic campaigns with personalized content for each unique visitor and boosting website engagement.
Marketers can tailor experiences for website visitors based on their attributes and behavioral data, deliver seamless and consistent experiences across the user's purchase path, and enable users to continue from where they last dropped off by creating customized home page banners.
Here's how verticals can personalize website experience for their customers:
Banking and Fintech brands
The way consumers interact with banking and financial services has evolved rapidly in the near past.
While digitization has transformed the banking industry, how do you provide your users a digital experience that matches or exceeds the high-touch, personalized service that in-person banking offers? Check out the video below to get the answer:
Having worked with multiple consumer brands over the past years, we at MoEngage have built a learning resource, the #GROWTH Academy, for everything related to B2C Marketing – from acquisition to engagement to retention to monetization.
We've accumulated a massive amount of information, tips, strategies, and thoughts from industry leaders about B2C Personalization. You can check them all out here.
#GROWTH Academy is built for Product, Growth, and Marketing functions to learn and get officially certified from the very best. If you haven't already, you can enroll yourself and start your courses by clicking on the image below:
Here are actionable resources we've curated for you!