Whether you’re seeking to deepen your brand’s existing customer loyalty or are just getting started on your personalization journey, our goal-specific, research-backed insights have you covered.
Getting started with personalization
Personalizing customer experiences at scale can feel daunting at first. It may be tempting to manage this complexity by focusing on predetermined touchpoints in the customer journey. However, the real magic happens when you use the data you have about a customer—their demographics, preferred channels, past purchases, and more—to understand their unique priorities and personalize the specific touchpoints that matter to them.
For example, our research showed that 78% of consumers want tangible, money-saving benefits from personalization. But that doesn’t mean that brands have to erode their margins by showing standard discounts to every customer. Rather, brands can deliver personalized offers by basing the depth and type of promotion on customer data. Read our introduction to personalization, How to start driving stronger business value by shaping experiences your customers want, to learn how you can get started.
Creating loyalty through personalization
Loyalty programs are a key area of personalization that can help brands flourish by driving a positive, reciprocal exchange between them and their customers. Our research reveals that today’s shoppers crave more than the familiar, lookalike rewards. 73% want personalized loyalty program rewards, but only 45% of brands currently offer them.
In a world awash with generic loyalty programs, brands that meet this demand for personalized rewards stand out and can garner the kind of authentic customer loyalty that drives sustained business value. For example, brands with more mature personalization abilities in our research saw greater improvement across key customer metrics—including engagement, satisfaction, order value, and lifetime value—than their less mature peers. Read our loyalty-focused personalization article, Deepen value with personalized loyalty program rewards, to learn more about the benefits of connecting meaningfully with today’s consumers.
Personalizing mobile apps
Today’s consumers not only seek personalized app experiences for shopping, but also for customer service. Our research reveals that 57% of consumers prefer to receive personalized support through apps, ahead of other options a brand may offer such as web chats or call-center interactions.
Our research reveals that 51% of consumers frequently purchase products and services through apps—with Gen Z and millennials strongly favoring apps over websites. When it comes to personalization, apps are a well-suited option brands can prioritize to offer the kind of features that consumers most want, including seamless ways of adding to wish lists and dynamic recommendations based on past purchases. Read our app-focused personalization article, Tailoring customer experience through mobile apps, to learn how to utilize this technology to provide maximum personalization benefits for your customers.
Personalized content
Timely and valuable content is the lifeblood of personalization. But our latest research revealed that it takes most brands at least two weeks to create and deliver personalized content—a delay that can leave customers feeling overlooked and disconnected.
When brands succeed in showing up with well-timed content that’s true to both their brand identity and customer expectations, it forges stronger connections and fuels business growth. In fact, two-thirds of consumers from our research said they gravitate toward brands that deliver personalized content that demonstrates an understanding and anticipation of their needs. Read our content-focused personalization article, How to create and deliver authentic, timely content that drives results, to learn how modernizing the content lifecycle with the right technology and strategy can bring impactful results.
Relationship activation
Many of today’s brands are going all-in on personalization. Our research revealed that brands are pouring 51% of their total marketing budgets into personalization, and that 62% are deploying customer relationship management (CRM) platforms aimed at strengthening their understanding of and outreach to customers.
This practice of strengthening customer relationships is called relationship activation. In our research, consumers said that only 43% of their customer experiences feel personalized—despite brands claiming to personalize 61% of experiences. To bridge this divide, brands will need more than platforms and point solutions—they should develop a unified, coordinated playbook for relationship activation. Read our relationship activation-focused personalization article, How to build authentic customer relationships that increase lifetime value, to explore how to bring customer insights, creative strategy, and campaign execution in sync so that you can deliver personalized experiences that drive lasting value for customers and the business alike.
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