For many brands, personalization is a missed opportunity. By not implementing it, retailers are missing out on an estimated $150 billion in revenue. Customers like personalized commerce experiences, and they’ll spend more money with brands that offer them.
Implementing full-blown personalization can be complicated, but it’s not difficult to get the ball rolling. Just remember that the goal of personalization is to give the customer a more relevant experience — sending them products and promotions they’re more likely to love.
Looking for ways to get started with personalization? Here are three tips:
First ask — then help
Personalization always starts with collecting data. There are certainly many complicated ways to do that, but you can begin by simply talking to your customers. Instead of begging them to fill out annoying surveys, give them a good reason to give you info. Make the process valuable and make it fun.
For value, it’s hard to get much better than tying a questionnaire into a product offering. Trunk Club is a good example, as its core service revolves around fulfilling customer preferences. To get started, a customer gives information like what style of clothes they want and how they want their clothes to fit. Very soon, they’ll be sent a handpicked box of clothes straight to their door.
You can still present a questionnaire even if it’s not mandatory for what you sell. Try presenting one to help your customers find the right products. Warby Parker is a great case in point — it invites each web visitor to complete a quiz, then offers personalized frames based on the customer’s answers.
Don’t shy away from asking your customers about their preferences. According to Salesforce, a majority of consumers want to give you information about themselves to receive personalized offers. Just try to keep questionnaires concise and relevant. According to research firm OpinionLab, more than half of customers won’t fill out a feedback form for more than three minutes — so it’s best to keep it short and sweet.
Offer a top-notch loyalty program
Over the years, you’ve probably been asked to join countless loyalty programs — and you’ve likely said “no” as a default. That’s probably because you didn’t see any value in joining most programs — and thought that all you’ll get is spam in your inbox.
The implication is clear: Make sure your loyalty program is amazing. For inspiration, take a look at Sephora’s Beauty Insider loyalty program. Even at its basic loyalty tier, Beauty Insider offers a free birthday gift and free beauty classes to each member. These are perks with high perceived value. At higher loyalty tiers, members receive personalized gifts, makeovers and invitations to exclusive events.
A customer can also fill out their Beauty Insider Profile with their eye color, skin type, skin tone, hair color and more. And they’re delighted to do this, because then they can receive tailored products from Sephora.
Email segmentation is your friend
It’s a big mistake to send the same emails to all of your subscribers. All of your customers are interested in your brand to some extent, but they’re far from identical. They have different tastes, buy different products, and live in different areas — and that’s just for starters. So, begin segmenting your email list, or dividing your subscribers into categories based on certain criteria. You’ll soon see better results from your email campaigns. In fact, Hubspot cited data saying: “39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% experienced better deliverability and greater revenue.”
You can segment your email list when your customers opt in — for example, by asking them what they like. Look at how Birchbox segments in exactly this way, asking the subscriber whether they’re interested in beauty or grooming. With this simple personalization, Birchbox now knows which type of content will resonate more with the subscriber.
After you’ve tweaked your opt-in form, start segmenting your list immediately. You can segment based on engagement (who’s opening your emails, clicking on your links, etc.), geography, gender, interests, and lots more. The goal of segmentation is the same as any form of personalization: to give your customer an experience that delights.
Curalate helps more than 850 of the world’s leading brands sell online more effectively by creating compelling commerce experiences that adapt to how consumers discover products. On average, our clients achieve: 79% increases in time-on-site, 16% jumps in average order value and 31% increases in conversion rate.
What can Curalate do for your business? Contact us to find out.
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