Consumers want to be known.
At the ENTERTAINER business, we talk a lot about how personalisation can drive business KPIs and create a better customer experience.
We're not alone in our obsession, Gartner found that by 2020, smart personalisation engines used to recognize customer intent will enable brands to increase their profits by up to 15%.
In a world cluttered with messages, consumers expect a more personalised brand experience. And, while brands might believe they are delivering a superior experience, the consumer perception says otherwise.
A prime finding of a RedPoint Global survey found that 54% of consumers share personal information if it will be used to create a personalized experience.
So, how can you personalise your loyalty programme?
59% of customers agree that personalisation impacts their purchase decisions (Infosys)
Loyalty programmes provide brands with an astounding volume of data. This data collection is the most important aspect when creating a more personalized brand experience.
Create highly targeted offers and rewards by analysing consumer data. Useful consumer data could be; demographics, lifestyle, offers redeemed by category and industry, frequency of redemption, and purchase value.
Avoid drawing conclusions from one piece of data. If a Dubai resident redeems one manicure, it doesn't necessarily mean she wants to be flooded with similar offer recommendations. Gather multiple data points in order to make intelligent recommendations and to avoid frustrating your loyal customers.
TOP TIP: Keep the initial sign up simple by asking customers to only provide an email. Later, use rewards or incentives to entice them into completing their loyalty profile.
78% of customers re-engage with a brand only when the current offer is personalised in accordance with the previous engagement (Marketo)
Whether you it's email marketing, push notifications or placing suggestions on the app itself, make sure that the majority of offers are relevant to that demographic.
For example, a customer who just redeemed a hotel booking is unlikely to need more hotel suggestions. However, they may need to purchase an experience in the destination or to check out a travel guide for the city/country they will be visiting.
By thinking creatively about where, and in what format, your rewards and offers are promoted, you can go a long way towards improving your brand experience.
Sending personalised emails keeps your customers engaged with your brand. As a brand, it's important you determine the best way to communicate to your consumers, but here are a few effective email marketing strategies that work for our clients:
- Feature offers and rewards each customer has shown interest in previously. A personalised email to your loyal customers ensures they feel valued in your rewards programme
- Display individual point balance and rewards programme tier inside your other emails. Use your existing marketing to continuously sell your loyalty programme.
- Include a refer a friend code to repeat users. A customer with a multiple redemption history is more likely to refer their friends to your loyalty programme. Encourage those consumers!
- Prompt the customer to reach the next tier by showing how close they are
TOP TIP: it is important not to overuse email personalisation. Using too much specific data, such as location can be very off-putting to the customer. Use your data wisely.
74% of customers get annoyed when they come across non-personalized content
Give your loyalty programme that extra "oomph" and implement a homepage individually tailored to each customer.
Here customers can access their past purchases, loyalty points, and potential rewards.
Why not make your dashboard even more effective and consider adding relevant advertisements based on consumer past purchases.
For example, if a consumer has redeemed a certain offer in the past two weeks, you can suggest a similar product that they may like.
As loyalty programmes move from a novelty to a given and consumers attention becomes increasingly limited, brands must rethink their strategies to be more personalised, customised — and simply more fun.
So, here is a little homework.
Sit down with your team and discuss the concept of personalisation.
Then ask: What can we do to deliver a more personalized experience for our customers?