OK. So you’ve mapped your customer journey and your brand is moving towards an omnichannel experience. Bravo! Those are two bold steps forward – but you are only part of the way there.
Now you’re ready to use personalization to give your brand a strategic and creative edge. The trick is to apply personalization at key points in your customer journey where it is the most beneficial to your business.
Personalization has the power to humanize the digital experience. In doing so, you dial up sales conversion, you increase leads or prevent your customer from switching to your competitor. No one expects you to personalize for personalization’s sake. It’s about providing the right personalized experience at the right time to achieve a specific business or marketing objective.
Personalization has been shown to give brands an edge when it comes to sales conversion.
*Online quote requested by prospect is followed up with a personalized video summary of the quote versus online quote without a personalized video.
The Direct Link Between Personalization and Sales
Marmot, a U.S. outdoor apparel and equipment company, found their conversion rate increased 113% in an online personalization pilot program, according to a case study by Reflektion, the e-commerce marketing company they used. These results were from a pilot program that provided personalized online recommendations and site searches based on the online behaviour of individual consumers.
Pittsburgh-based PNC Financial Services Group launched a personalization strategy designed to deliver relevant, personalized actions and offers in the right channel, at the right time. They reported an “immediate” increase in revenue, and were named #2 National in Banking Customer Experience, by Temkin Ratings in 2013.
Today’s Customers Expect Personalization
Consumers are saying they prefer a personalized digital experience.