Brands across all industries are having to deal with the seismic shift caused by the hyper-connected world that we now live in, where consumers have more options, distractions and choices during the purchasing process. Because of this, marketers must now find a way to break through the noise and engage with their customers in the right moment with the right message. This is the biggest issue for some of the world’s largest brands – standing out from the crowd with customer expectations and keeping up with consumer expectations.
Brands such as Amazon, Starbucks and Netflix get results by using personalised marketing campaigns and strategies to provide consumers with the relevant experiences that they demand. The personalised messages based on a customer’s previous viewing behaviour gains Netflix 60% of their rentals. By doing things like this, brands like these are witnessing higher conversion rates and increased customer loyalty by captivating their customers with relevant experiences at the right time.
Despite this, without the use of really big data, personalised marketing campaigns tailored to a shopper’s individual preferences cannot succeed. Businesses that use their customers historic, real-time purchase and shopping behaviour are able to personalise each and every interaction and market to them individually. Below are 3 ways in which retailers are using behavioural data to connect with consumers in a more personalised way and jumpstart marketing campaigns.
Individualised Content – 74% of customers claim that receiving marketing content that has nothing to do with their interests to be frustrating. This is where personalisation comes in, holding the key to unlocking lifelong customers and gaining great results. Instead of mass segmentation, focusing on individual shoppers allows brands to hone in on products that will drive purchases. Multichannel behavioural marketing platforms can now trigger email campaigns automatically based on a shoppers past and present brand interactions.
Real-Time Interaction – Whether online or brick and mortar, communicating with customers in the moment is vital in driving them back to make a purchase. New technologies allow marketers to engage with shoppers in real time, an example of this being triggered mail. These mailings are based on a customer’s interactions or product catalogue updates and are full of individualised content. The results of when retailers add real-time personalisation is quite staggering, with a 667% ROI.
Recommending Trends – Interesting insights can be found by using overarching behavioural data from all shoppers. This can go on to be used to show shoppers unique product combinations that encompass purchasing trends from peers. Although product recommendations are still rooted in the behavioural data of shoppers, the use of AI and machine learning help to find correlations that marketers might miss.
Behavioural data is a hugely powerful tool that can lead to extremely successful personalised marketing campaigns and should be used whenever possible to reach customers with the right message at the right time.