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  • Writer's pictureAnantaya Pornwichianwong

Personalization in Marketing: The Key to Winning Customers' Hearts

In today's rapidly evolving landscape, employing a one-size-fits-all strategy for selling products and services is no longer effective. Customers are presented with an abundance of choices, and modern technologies offer opportunities to create extraordinary experiences.

In this highly competitive era, those who understand their customers the most are likely to win. One strategy that can demonstrate our commitment and attention to customers is known as 'Personalization.'

Learn more about personalization in marketing, the key to winning customers' hearts, in this article.

What is personalization?

Personalization refers to the strategic approach where businesses offer products, services, content, or promotions customized to meet the unique needs and preferences of individual customers. Through personalization, businesses can provide tailored experiences that align with their customers' interests. To effectively implement personalization, businesses must gain insights into their customers by collecting data, which may include information such as gender, age, behaviors, purchase history, and recently viewed products. Analyzing this data helps businesses understand their customers' preferences, enabling them to create offers that align with individual needs.

According to Accenture, 91% of consumers are more likely to purchase from brands that provide personalized products, services, and offerings.

AI-Powered personalization

In today's era, we harness the power of AI to analyze vast datasets and provide personalized recommendations to each customer swiftly, eliminating the need for manual, one-by-one analysis.

Machine learning models can process all the data simultaneously, allowing us to understand our entire customer base and deliver personalized experiences in various ways:

  • Recommendation engines analyze customer data and suggest the most relevant items.

  • Predictive analytics anticipates customers' journeys and determines the optimal timing to offer promotions that align with their interests.

  • Content personalization tailors marketing messages to each customer's unique interests, allowing for direct and meaningful communication.

How does personalization elevate your business?

  1. Create an impressive experience: Every customer loves to feel important and appreciated. Personalization, which tailors products, services, promotions, and messages to each customer, makes them feel valued and cared for. This creates an impressive experience. It also increases the likelihood that we recommend the right product which can lead to sales. Additionally, it helps build brand loyalty, retention, and word-of-mouth referrals.

  2. Increase competitive edge: In an era with numerous players in the field, one of the key factors that can set you apart is how deeply you understand your customers and how effectively you satisfy their needs. This approach is crucial for winning their hearts and retaining their loyalty.

  3. Heighten chances of discovering new products: Personalized recommendations enable customers to discover new products and services that align with their preferences, sparking their interest and boosting sales in products that may have lower sales volumes.

  4. Boost sales and profits: Recommending products that match customers' needs significantly increases the chances of making a sale, leading to heightened sales and profits. According to McKinsey, personalized product recommendations can increase e-commerce site sales by 10-30%.

  5. Reduce cart abandonment: Cart abandonment refers to customers adding products to their cart but not proceeding to checkout. Personalization can reduce cart abandonment in various ways. For instance, if a product a customer is interested in is sold out, the system can recommend relevant alternatives. Additionally, just before checkout, the system can suggest customized bundles, discounts, or free shipping to motivate the buying decision.

Personalization use cases in business

Personalization can be employed in various ways within businesses, especially in retail and e-commerce, as follows:

  • Personalized recommendations: Select and recommend products, services, or content that aligns with customer interests based on their behaviors, preferences, and interactions with our websites or applications.

  • Personalized webpage: Tailor a webpage's appearance, content, layout, or features to individual behaviors, such as showcasing different products and promotional highlights for each customer.

  • Bundles: Offer bundle deals that include products the customer may desire, such as bundling frequently-viewed products with enticing discounts.

  • Best-sellers: Recommend best-selling products in categories that align with each customer's interests, increasing the likelihood that customers discover products they like.

  • Daily offers: Customize daily offers for individual customers based on their purchase history.

  • Recently-viewed: Highlight recently-viewed products to facilitate the buying decision process, creating a seamless shopping experience.

  • Recently-added: Recommend recently-added products that match customers' needs to boost sales for new products.

  • Up-selling and Cross-selling: Suggest additional products that customers are likely to purchase, using up-selling strategies to encourage customers to consider upgrades or more premium products in the same product line, and cross-selling to invite customers to buy related or complementary items.

We can combine all these strategies to create a personalized cycle throughout customers' journeys, providing them with consistent and seamless experiences.

Personalization solutions stand out as one of Sertis' areas of expertise. With our expert teams in AI and data, and our experience in collaboration with leading clients across industries, especially in retail, Sertis is determined to deliver top-notch solutions that help you understand your customers, transform your business, and gain competitive advantages.

Learn more about personalization solutions from Sertis:

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