posted by Brian Johnson
A whopping 59% of customers say that personalization influences their purchase decision. Personalization is the number one mechanism to grow and retain customers now that consumers expect personal, relevant experiences in real-time.
How can retailers leverage digital intelligence to improve personalization and compete effectively with the likes of Amazon and other leaders in the digital retail space?
The first step is to determine where on the personalization maturity scale your organization falls. Nearly every brand is doing personalization to some degree, but we have found that brands move through stages where they progressively mature their ability to personalize and engage with customers. The more they mature, the better they get at crafting truly personalized experiences.
An Intelligent Framework for Personalization
We’ve also found that personalization must go beyond segmentation, and there’s a framework that you can use to help generate experiences that feel right to customers.
You may remember from school the concept of the “6 Ws” for writing academic reports: Why, Who, What, When, Where, and hoW. Marketers can apply these six guiding questions as a framework to map out campaigns that truly make for a personalized customer experience.
Think through their behaviors with your app as what they are interested in, if they trend toward a specific activity or product, how can you help them fulfill the rest of their needs? Let’s say you’re a sports apparel store and in your app, a customer exclusively interacts with your running gear—why would you send them something about soccer?
The 6Ws framework is a great way to take the power of digital intelligence and put it to use in a way that is actionable and repeatable. Use this to get a better sense of who your customers are and to be more intentional about how you market to them. The better you get at this, the more your marketing feels “just right” to customers.
Learn how Localytics can deliver the digital intelligence to inform your personalization.
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