Top 3 methods of Personalisation… so why doesn’t everyone do it?
Personalisation isn’t just a ‘nice-to-have’ personal touch in business anymore – it’s expected by customers. Customer relationships are no longer built around products but rather based upon an ongoing relationship with the brand.
Yet not everyone is using personalisation, so we set about to investigate why companies aren’t and then how they should.
Why don’t businesses use personalisation?
1) Limitations with Technology
Not everyone thinks they have access to tech that allows their business to effectively market to or communicate with their audience. Indeed, plenty of us don’t think much of our business IT set-up at all – but it may be that businesses are not as hindered as they believe.
Lots of personalisation techniques can be done extremely effectively with little tech intervention. As long as you have a channel with which to communicate, and an idea: you’re set.
2) ROI concerns
Senior Management often will only sign off on initiatives and campaigns if a Return On Investment can be guaranteed. This often stops creatives and marketers from putting forward personalisation campaigns as they believe they’ll be declined, but there’s no need – basic personalisation can be done cheaply and easily, and even on a low-cost trial and error basis to begin with.
3) Not a Priority with Execs
Big bosses have lots going on and it can be difficult to get personalisation up the ladder to them. Instead of applying for a large authoritative sign-off, why not instead trial something on a micro basis and then present to them? Once the benefits are clear, it’ll soon make its way up the priority list quicker than you expect!
Source [Customer Think]
The Top 3 Methods of Personalisation
1) Scarcity – showing how little of something is available
Prompting purchase by demonstrating demand is a powerful tool; and often the final ‘nudge’ required for a customer. This can be done in a variety of ways but is most often either demonstrating how few of a product is left (i.e. “95% of tickets now sold!”) or how few are ever made available for purchase (i.e. “Limited Edition: only 500 made!”).
Consumers like to feel they’ve got a deal, and in particular, a deal few others can.
2) Social Proof – using examples of others good experiences
Leveraging the behaviour of other product or service users to promote the benefits is commonly used, and can easily achieve an uplift in sales.
This need not be always done with a pricey celebrity endorsement or influencer photo shoot, but can be easily done by re-posting positive social media posts shared by customers and offering ‘refer a friend’ incentives.
3) Urgency – introducing a purchase deadline
The exclusivity of a product or service only available for a short period of time is always alluring. Offer discounts if purchased within a certain time frame or seasonal offers. Customers are much more likely to buy something quickly if they know they won’t get as good a deal by waiting.
Source [Customer Think]
Personalisation is increasingly becoming part of the customers expectation, simple techniques can see your revenue increase as well as increased brand loyalty.
If you believe your organisation will benefit from personalisation and have any further questions, get in contact with our team today at Enextechnology.co.uk who will listen and tailor a package to your needs.
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