If you’re like most marketers, you have a lot on your plate: new channels to explore, new technologies to master, and plenty of competition to keep up with. None of these challenges are insurmountable—with the right strategy and some elbow grease. But there’s one area where many marketers get tripped up: customer personalization.
The first step is data
Data is the foundation of personalization. Data helps you create a single customer view, which in turn enables you to create highly personalized experiences for your customers. Yet many marketers don’t fully understand how they can use data to drive meaningful customer interactions that are consistent with your brand promise.
The best way to understand what works (and what doesn’t) is by testing your ideas and approaches with real customers through A/B testing—and then refining them based on performance metrics like conversion rate and average order value.
Personalized experiences require personal data
Personalized experiences require personal data. If you don’t have enough of it, you can’t do much in terms of personalization.
For example, if you run a retail store that sells clothes, it’s likely that your customers browse for products based on what they like and what they need. They may look at items from time to time but then decide to buy something else because the price is too high or the quality is not good enough for them. In this case, even though you know who your customer is (based on their location), there isn’t much more information about them available for you to use when creating a personalized experience for them: their age group or interests, how often they purchase clothing products from your store; whether they prefer buying from particular brands; etc. Adobe Commerce can help with that.
The more personal data we have about our customers—for example, their gender or age—the better our results will be when creating personalized experiences that speak directly to each specific type of customer profile.
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Cross-channel personalization requires a single customer view
According to Adobe Commerce’s experts, “In order to effectively and efficiently personalize your digital marketing, it’s important to have a single view of your customers across all channels, including digital and physical touchpoints.” This allows you to understand their needs and behavior in a holistic way so that you can deliver relevant communications across the entire customer journey.
Effective use of AI is essential
AI is a powerful tool for personalization. It can help companies use data more effectively, make better decisions and learn from their mistakes. There are many other benefits to implementing AI in your customer strategy—it will free up time for human employees to focus on more strategic work, it will provide better insight into how customers behave with your brand, and it can even help you develop personalized rewards or offers.
Customer personalization is a must for any business that wants to grow. In today’s digital world, it can be difficult to keep up with all the new technologies and trends. But if you want your business to succeed in this fast-paced environment, you have to adapt quickly. Personalizing your customers’ experience can help bring them back and convert more sales into repeat buyers.
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