Beyond the Basics: Why Consumer Are Demanding Intelligent Personalisation
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The document discusses the importance of intelligent personalization for businesses. It notes that consumers generally prefer personalization, like being addressed by name, as long as it is not "creepy". The document outlines 7 principles of intelligent personalization: being seamless across channels, considering context, using behavioral data to create personas, being dynamic and real-time, focusing on how personalization improves the customer experience rather than just what is personalized, and making personalization invisible rather than overtly promotional. Examples are given of how Amazon and Netflix exemplify these principles through highly personalized recommendations and experiences.
Beyond the Basics: Why Consumer Are Demanding Intelligent Personalisation
- 1. Beyond the Basics: Why Consumers Are Demanding Intelligent Personalisation Kristian Bannister | Senior Marketing Manager at Pure360 | www.pure360.com
- 2. About Pure360 Marketing technology ● Email marketing ● Personalisation ● Behavioural targeting Established in 2001 Trusted by 1000s of brands
- 3. What I’ll cover today... ● The current state of personalisation ● Why brands need to prioritise personalisation ● 7 principles of intelligent personalisation ● Examples of intelligent personalisation in action
- 4. The ‘creepy factor’ What do consumers think about personalisation?
- 5. We asked 2,000 people how they’d react to the following personalisation tactics in marketing...
- 6. YouGov Survey Results Would you engage with marketing communications that addressed you by your first name?
- 7. YouGov Survey Results Would you engage with marketing communications that used personal details e.g. your birthday in the subject line?
- 8. YouGov Survey Results Would you engage with marketing communications that included an offer that is interesting to you?
- 9. What does this mean?
- 10. Rethink why and how we do personalisation
- 11. Why prioritise personalisation? 88% of people prefer shopping with retailers who offer personalised cross-channel experiences. SWIRL NETWORKS
- 12. Why prioritise personalisation? 88% of people prefer shopping with retailers who offer personalised cross-channel experiences. 93% of companies see an uplift in conversion rates using personalisation. ECONSULTANCYSWIRL NETWORKS
- 14. Two giants who prioritised personalisation
- 15. “If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores.” JEFF BEZOS, Founder and CEO of Amazon
- 16. “If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores.” JEFF BEZOS, Founder and CEO of Amazon From an interview in 1998!
- 17. If Netflix stopped at basic personalisation They got my name right Same content for everyone
- 19. Personalisation is integral to the experience and adds value. User: Find their next favourite show Netflix: Keep people subscribed
- 21. Personalisation is not just a marketing priority… ...it’s a business priority.
- 22. The business case Increase conversion rates Increase average order values Improve marketing ROI Increase customer lifetime value Our customers average 22% more online revenue with cross-channel personalisation
- 23. Think like Amazon. Think like Netflix.
- 24. Personalisation is an investment in creating better customer experiences… More revenue is a by-product.
- 25. 7 Principles of Intelligent Personalisation
- 26. #1 Seamless
- 27. The customer journey is not linear
- 28. Personalisation can’t sit in silos
- 29. At a minimum: ● Multiple visits Travel path to purchase The average person: ● Visit 38 websites ● Spends 30 hours ● Over a 5 week period ECONSULTANCY EXPEDIA
- 30. At a minimum: ● Multiple visits ● Cross-device
- 31. At a minimum: ● Multiple visits ● Cross-device ● Cross-channel Email Website
- 32. At a minimum: ● Multiple visits ● Cross-device ● Cross-channel Next-level: ● In-store transactions
- 33. #2 Contextual
- 34. When personalisation doesn’t consider context
- 35. The customer’s context ● Demographics ● Location ● Device ● Time of day, day of week ● Seasonal ● Customer journey position ● Satisfaction
- 36. The customer’s context ● Demographics ● Location ● Device ● Time of day, day of week ● Seasonal ● Customer journey position ● Satisfaction Your products/services ● Motivation: Desire or necessity ● Likelihood of repurchase ● Price ● How and when they’re used
- 37. Replenishment emails ● Already purchased ● Likely to purchase again ● Doesn’t want to go without ● Average replenishment after 20 weeks
- 38. #3 Behavioural
- 39. Demographic based personas ● Age ● Gender ● Marital status ● Children ● Location ● Occupation ● Household income ● Education ● Work experience
- 40. Demographic based personas ● Age ● Gender ● Marital status ● Children ● Location ● Occupation ● Household income ● Education ● Work experience Behavioural based personas ● Customer journey stage ● Customer lifetime ● Frequency of purchase ● Satisfaction ● Marketing engagement ● Price sensitivity
- 41. Demographic based personas Who Behavioural based personas Who does what when they do it and why
- 42. Hesitant VIP Lapsed Yet to make a purchase Price sensitive Timed coupon Browse/cart abandonment email Very responsive to marketing Impulse buyer Exclusive sale access Post-purchase upsell Hasn’t purchased in a while Unresponsive to marketing ‘We miss you’ discount Behaviour Offer
- 43. Land CartBrowse Abandon Buy Trending products Personalised homepage banners Replenishment Exit Intent Pop- over User Generated Content Cart Abandonment email 2nd purchase discount Personalised recs Individual coupons Post sale trigger Browse Abandonment Cross-sell recommendations Up-sell recommendations Price-drop alert / back in stock alerts Replenishment Customerlifecyclestage Email Social Proof Live recs Live coupons Hesitant VIP Lapsed
- 44. #4 Real-time
- 45. React in a split second as if we’re talking to a customer face-to-face
- 46. Real-time behaviour Historical behaviour Wisdom of the crowd Right message, content and experience Understand, react and optimise journeys in real-time
- 47. #5 Dynamic
- 48. Be ready for change
- 51. #6 Think ‘How’ not just ‘What’
- 54. What: Cheap flights to Orlando Young family Family with teenagers, thriller seekers Romantic break
- 55. #7 Invisible
- 56. It’s not about showing off your ability to track every move…
- 57. Make it integral to your entire customer experience
- 58. “If we have 4.5 million customers, we shouldn’t have one store. We should have 4.5 million stores.” JEFF BEZOS, Founder and CEO of Amazon
- 59. Rethinking the homepage Personalised navigation bar Real-Time banners based on local weather forecasts Recommendations based on previously browsed or people like you buy.... Real-time offers based on past purchases Call to actions based on customer lifecycle
- 60. 7 Principles of Intelligent Personalisation 1. Seamless 2. Contextual 3. Behavioural 4. Real-time 5. Dynamic 6. Think ‘How’ not just ‘What’ 7. Invisible
- 61. Thank you Kristian Bannister | Senior Marketing Manager at Pure360 | www.pure360.com
Editor's Notes
- #34: Increased expectations customers have Like netflix, seamless experience across multiple devices. Watching ‘jessica jones’ on your tv, you could pick up where you left off on your tablet. Similarly they’re going to personalise the content you see based on your previous viewing behaviour and the using the wisdom of the crowd make smart recommendations