Rob Lawson | The Power of Personalisation
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The Power of Personalisation


The Power of Personalisation
With the dawn of a new decade and the start of a new year, it’s the perfect time to look into the crystal ball of 2020. In this series, we predict the marketing trends and technologies that will impact brands and marketers in the year ahead.

Not that long ago, the onus was only on hospitality companies to create very personalised experiences for customers. It was expected of them! Today, businesses of all types are expected to deliver hyper-personal experiences. In fact, new research proves that consumers are expecting, if not demanding, highly personalized experiences. 90% of 1,000 people surveyed said they find personalisation appealing and 80% said they’re more likely to do business with a company that offers personalised experiences. On the flip side, 79% of consumers feel frustrated if the content their viewing isn’t tailored to them.

A Use case for Better Personalisation
And the good news, for those businesses that can deliver, is that customers are typically willing to spend more when they receive such custom-tailored service. Despite this consumer desire for hyper-personal experiences, only a few brands are excelling at it.


One way to offer better personalisation is by collecting user data from list segments, surveys or studies. With these smart insights, brands are in a better position to create more relevant and targeted email campaigns and content: based on buying habits, interests and behaviors.

For example, Sephora uses data to deliver deeply personalised touches, emailing customers when products they want are back in stock, or to remind them of products they’ve left in their shopping carts, while members of their Beauty Insider loyalty program are made to feel extra special with frequent free gifts.

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