How to Unlock the Power of Omnichannel Personalisation at Scale
As the cost of living crisis continues to bite, consumers tend to become more cautious with their spending.
Economic uncertainty also puts pressure on marketers. Each campaign must deliver greater efficiency—a higher bang for buck—than the last.
So right now, it makes a lot of sense to focus on personalised content.
By demonstrating that you understand and care about your customers’ needs, you can increase customer loyalty and encourage repeat business, even in a difficult economic environment.
Here are the 3 essential steps to build a personalisation strategy for your marketing that scales.
Step 1: Data Collection and Segmentation
Personalisation requires a significant amount of data to be collected and analysed. And as the volume of data grows, managing and analysing it can become complex, especially if the data is coming from multiple sources and channels.
By unifying your customer data from online and offline channels, your marketing team can improve its campaign targeting, personalisation opportunities and reporting.
Adobe Campaign makes this a straightforward task, with dynamic segments that automatically update as new data becomes available.
You can customise your data with drag-and-drop functionality and quickly handle complex data management tasks to keep your database clean and efficient.
No coding or help from technical experts required. Just click your way there.
Step 2: Personalisation from beginning to end
The next step is to create personalised messages for each customer segment using data on their preferences, behaviour, and history. Each message can include the customer’s name, location, purchase history and other data points.
And if you think strategically, you can explore some exciting new possibilities.
For example, imagine you’ve booked a hotel in Cannes for a summer break. Many hotels would just use your data to send email offers or app notifications about other trips to the French Riviera. AccorHotels sends personalised communications that contain pre-stay messages about hotel services, local attractions and other helpful information.
They’ve linked their CRM with Adobe Campaign to raise customer value and brand loyalty. Full story here.
Think about how you could use your data to deploy this level of dynamic content and conditional messaging.
Step 3: Multi-channel Automation
The third step is all about multiple touchpoints working in harmony. Which, at first glance, can seem very complicated.
For example, if you fly out of Heathrow, you might use one of eight consumer-facing websites—to check your flight, book the Heathrow Express, reserve parking, and more. You might use the official app, before and after your flights. You use the Heathrow Rewards loyalty programme.
But Heathrow Airport brings all this data together to produce 130 highly targeted email campaigns with a total of 6 million email messages a month.
And they can be triggered by an event as simple as someone logging in to the free airport Wi-Fi.
Personalisation at this level has provided great results, with average spend rising by 60%. More detail here.
Adobe Campaign makes the process straightforward using workflow automation tools. You can use triggers and actions to automate personalized messaging and customer interactions based on real-time data and behaviours.
Another good example is how Boots use personalisation to bridge the gap between in-store and digital experiences. You can learn how they’ve scaled this to 50 million customers here.
Being relevant will always be relevant
As we’ve shown in this blog, personalisation at scale provides not just quick revenue wins but also long-term brand loyalty gains.
74% of customers believe that their loyalty to a brand is about feeling understood and valued.