There is more than one way to achieve loyal customers but one of the most important ones is personalization. Consumers want to feel unique and be exposed to offers that fit exactly their needs and personality. And if you make sure to meet this there is a good chance that they will come back.
“The magic ingredient for making consumers fall in love? Personalization! It’s the key to building loyal followings and retaining customers in retail: 44% of shoppers would become repeat buyers and 40% report having spent more money on a purchase than planned because of a personalized shopping experience”
says Gregg Turek in this article from Retail Dive.
It’s important though to keep in mind that personalization today is so much more than using your customers’ first name when sending them an e-mail. In this article we give you a few tips to achieve personalization.
It’s important to have accessible and reliable data in order to offer your customers a truly personalized experience. For this you need a POS solution that can support this by collecting and connecting all the relevant data from purchases and loyalty programs. In addition, it’s worth looking for a POS solution that is also an omnichannel solution. This will make it possible to meet your customers on their preferred channel. If you can do both, you’re making the experience even more personal.
GlobalWebIndex accentuates Starbucks as a great example of a retailer using data for personalization. They successfully keep their customers engaged with a gamified mobile app that’s integrated to their rewards system. Here customers can customize and order drinks via the app, that makes use of information such as purchase history and location.
No doubt data plays a big role in creating a personalized experience but it’s not all. People can still add something that technology can’t. You can for example consider sending a handwritten note or card with your customers order. Or start with making sure that the staff in your brick-and-mortar-stores have the right training and great focus on customer care. We all know how big a difference it makes to be met and served by a service minded and engaged person.
So even though data is the biggest player in the effort to create a great personalized experience it’s worth keeping in mind that interaction with people can add that extra something. You have to think about all possible elements when creating the personalized experience. And if you haven’t already thought personalization in to your strategy it’s about time.
Get more tips to customer loyalty in our blog post “7 steps to increase customer loyalty”.
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Fiftytwo is a part of Bording Group.
Bording Group has over 400 employees, in 7 companies across the Danish, Swedish and Norwegian markets. We are all involved in marketing, technology and consulting in partnership with our customers.
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