In today’s increasingly demanding marketplace, delivering a contextual customer experience is no longer a ‘nice to have’, but rather an expectation. More and more businesses are starting to personalise their offerings and services in order to make themselves more attractive to both prospective customers, as well as the end user.
Personalisation is more than just adding a name, but requires a far more robust and strategic approach, which is essential to remaining competitive in a crowded and increasingly savvy marketplace, no matter which industry. Customers are gravitating towards organisations and brands which listen to them, understand them, and pay attention to their specific wants and needs. Personalisation is a way for brands to do just that; contextualise the messages, offers, and experiences they deliver, according to each user’s unique profile, or business profile. Customers have become so accustomed to getting what they want when they want and how they want, that they’re gravitating toward the brands that recognise them as individuals at every step of their journey.
The benefits of personalisation
Personalisation is incredibly beneficial for an organisation’s bottom line, where its ability to increase your revenue is only set to grow.
- Increases conversion rates: when content / products or services are tailored to a specific audience based on behaviour and preference, the messaging can be much more persuasive, which makes people more likely to convert.
- Increases sales: tailoring service offerings to people’s individual needs increases sales as there is a complimentary need and solution.
- Affects brand preference: getting personalised offers right could increase your market share, with more customers preferring your brand over competitors. Furthermore, having the right technology in place to power these personalised offers is the first step towards increased brand preference.
- Builds loyalty: in an increasingly competitive landscape, building customer loyalty is one of the biggest challenges brands face. When an organisation gets personalisation right and it matches what your audience are after, there’s an opportunity for customer loyalty and retention for the future.
74% of customers feel frustrated when website content is not personalised. – Loyalty 360
93% of companies see an uplift in conversion rates from personalisation. – Econsultancy
5 companies that brilliantly use personalisation
There are so many organisations, brands, apps, products and services which have successfully jumped on the personalisation wagon and blown their business out of the water with exponential growth. Customers do not want to feel like just a number, and with the plethora of choices in the marketplace, they can choose which one best speaks to them, and caters for their bespoke requirements.
Below are five examples of companies who have triumphantly used personalisation to their advantage from different industries, showcasing that personalisation can be tailored to any product, service or offering.
Nike is at the forefront of personalisation when it redesigned its Nike+ Run Club mobile app. This fitness app received a complete makeover allowing users to choose a workout plan, which then adapts independently, depending on the progress the users make. The users choose what they want to achieve and as they go, the app tracks the progress. It then uses the information to tailor the workout routine for best results. It feels like a real, living fitness instructor in your pocket.
“Without this level of personalisation, users won’t receive the user experience they want, and will likely abandon the app” – Greg Ng, VP of Digital at PointSource. Each person’s body is unique, and there’s no such thing as a one-size-fits-all workout routine, making mobile personalization in sports vital. The strategy is obviously working, as both user and media reviews have been overwhelmingly positive.
Grammarly an app that helps catch grammar mistakes and improve writing, sends weekly reports to users providing an analysis of their writing technique based on all the data it collects. The reports allows them to see how their writing has progressed, how many words the user wrote that week, how many mistakes they made and mistakes they made frequently. The report also highlight potential areas for improvement, which helps customers better use the product and improve their communication.
FitMyFoot leverages new technology to build completely personalised and customised shoes and insoles for its customers. They have made the process so simple, where customers use an app to take pictures of their feet, which FitMyFoot then uses to take measurements and build a digital map of each person’s footbed. Each person’s 3D-printed file is unique, even down to their left and right feet. Those files create personalised insoles and sandals, and customers can custom the design and color.
Tesla are at the forefront of personalisation when it comes to cars, taking it to the next level with an individual profile for each driver. The car remembers each driver’s preference for the seat, steering wheel and mirror location, as well as suspension, braking, radio presets and even driving style. This seamless integration of driver profiles into the Tesla experience makes the car an extension of the driver and allows each person to drive the car in the way they want and that is most comfortable to them.
Ambie provides a bespoke music solution which helps 2,000+ hospitality businesses take control of their background music, creating brand consistency and positive guest experiences which drive sales. Ambie is not a one-size-fits-all product; we’re a unique blend of human expertise and smart technology that delivers a personalised music solution for each of our customers.
Ambie’s curators take the brand’s music brief from sketch to completion, seeing the space transform. Depending on whether the brand wants to use music to subtly elevate their surroundings or alternatively, where music will be in the foreground as a key component of their offering, we’ll make sure each personalised track selected helps ensure these objectives are achieved. We will evaluate which tracks best work for the brand’s trading patterns – busy and quiet periods – and if there are any marquee artists or songs that the brand’s personalised playlist can be built around.
How do you use personalisation?
So, how do you use personalisation in your business to stand out from the crowds, whilst remaining loyal to your brand? Have you experienced how personalised background music impacts and enhances your customer experience? The team at Ambie are passionate about all things personalisation! Simply get in touch to see how your business can benefit.