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Personalization is no longer a buzzword but a crucial strategy to ensure an exceptional customer experience. According to our recent report, Personalization Pulse Check 2023: North America, 56% of consumers in North America want a curated shopping experience.
Most customers today expect brand communication that is customized beyond their name and location. They want brands to provide them with dynamic customer experiences based on purchase history, app and website activity, affinity, and more.
Here are some examples of brands that have successfully built business models around hyper-personalization:
The popularity of these brands can be attributed to advanced algorithms, user-friendly interfaces, seamless cross-device experiences, and continuous testing and optimization to provide timely and personalized experiences.
Let’s look at some of the key personalization trends brands like Amazon and Domino’s follow and the strategies they use to win over customers:
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Here are some ways you too can elevate the customer experience:
Hyper-personalization begins with a unified customer view. This involves collecting and analyzing data from various sources and touchpoints to create a 360° view of each customer.
Using a powerful customer engagement platform can help you overcome siloes in data and build a comprehensive customer profile for all your customers. This will enable you to create seamless and personalized cross-device experiences for your customers.
Customer journeys are complex. Consumers interact with your brand across multiple online and offline touchpoints on their path to conversion. Multichannel orchestration involves knowing, understanding, and acting on how consumers interact with your brand at a particular time and on a specific device/touchpoint so that you can thread a multi-touch strategy to optimize conversions.
For example, a customer who previously purchased on your website can be sent personalized recommendations for similar products via email. If they missed your email, you could show them targeted ads on social media or send push notifications through your mobile app. By coordinating these interactions across multiple channels, you can increase the likelihood of conversion and increase brand loyalty.
When orchestrating multichannel engagement, here are some things to remember:
Artificial intelligence can enable you to analyze vast amounts of data quickly and offer highly personalized recommendations, offers, content, and messaging based on each customer’s behavior and preferences. Furthermore, they can help you to dynamically adapt the brand communication based on customer interactions, behaviors, and feedback.
For example, you can use artificial intelligence to dynamically experiment with multiple customer journeys and identify the ideal path for each customer in terms of the best-performing channel(s), messaging frequency, and messaging sequence.
Similarly, you can also use Generative AI to generate customer segments, derive insights, and create personalized content just by submitting prompts.
Customers in North America expect brands to offer them highly personalized experiences, in real-time, while respecting their privacy. Hence, you must invest in the right tools, technologies, and strategies to create seamless and relevant customer experiences across all touchpoints.
And don’t forget data and artificial intelligence will be your ammunition to ace personalization in the current digital landscape – not just to meet but supersede your customers’ expectations.
Download the Personalization Pulse Check 2023: North America report to learn about more personalization trends and strategies in North America.