What do companies like Amazon, Netflix and Spotify have in common? They have all perfected the art of meaningful personalization. They seem to always know what their customer wants to buy, watch or listen to—making them all leaders in their industries.
The best marketers know that personalization is one of the best ways to build a relationship with a consumer—in fact, increasing personalized marketing efforts is the #1 technology driven action that executives are planning to take this year. Many brands have a long way to go in establishing their personalized marketing tactics—only 6% of companies say their personalized marketing methods are advanced. However, those brands who commit themselves to mastering this skill can look forward to increased consumer engagement and ROI.
Here is a list of their recommendations on how brands can best engage personally with consumers. 1. Predict the context of your customer’s shopping trip 2. Know what your customer has previously purchased at the store 3. Personalize in real time 4. Think beyond merchandising 5. Ask shoppers what they want