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Leverage Mobile to Deliver Personalized Messages “In The Moment”

August 25th, 2016 by Marcel Munoz

Black Friday shopping concept

 

Last year we saw an increase in the number of retailers implementing personalization into their holiday strategies. With almost a full year of experience under their belts, marketing and merchandising professionals can now turn their attention to making personalization truly personal.

Personalized emails are a natural go-to for many retailers, new technologies that enable targeted or location-based personalization on mobile phones are growing in popularity, especially among retailers that have a brick-and-mortar presence.

U.S. Consumers Want a More Personalized Experience

Accenture research found that 60% of shoppers want to receive real-time promotions when they’re inside the store. The most welcome in-store communications and offers cited by the survey respondents include:

  • 82% enjoyed automatic discounts at checkout for loyalty points or coupons
  • 57% liked real-time promotions
  • 54% liked complementary item suggestions

The desire for a personalized experience isn’t limited to in-store. When it comes to personalized on-line experiences the most popular features include:

  • 64% noted website optimization by device
  • 59% noted promotional offers for the items the customer is strongly considering and personalized web navigation
  • 59% compared prices to buy an item

There are some generational differences when it comes to which consumers are willing to share information with retailers.

  • Generally, Millennials reported the highest response when it comes to sharing information and being receptive to advice and recommendations regarding their purchases.
  • Baby Boomers tend to be more demanding and have higher expectations when it comes to being rewarded in exchange for their data. According to the study, 74% expect to get automatic crediting for coupons and loyalty points and 70% expect special offers as compared to 58% and 61% of Millennials, respectively.

“Leading retailers understand that every shopper is different and look for insight in terms of what works best across product and service lines or with high-value customers,” said Chris Donnelly, global managing director for Retail, Accenture Strategy. “It is critical to test how customers might respond to a particular personalization strategy. Data-driven testing should include the behavior of individual customers, demographic indicators and factors relating to the item itself. For instance, while some people may want to be told they are out of milk, they may not feel the same way about personal care products.”

Getting Holiday Personalization Right

  • Right Story — A “me too” approach to personalization in the form of discounts is overused and only appeals to customers who are discount shopping. Focus on the distinct attributes of your brand and product, connect with your customer, and tell a story.
  • Right Way — Shoppers are getting increasingly blind to paid media and referrals. Shoppers are sharing their experience on Facebook, Instagram, Twitter, Pinterest, and through other forms of user-generated content, like product reviews. Make it easy for your shoppers to share the story and then, get out of the way.
  • Right Time — Understand where the shopper is in the shopping journey and target messaging to make the most of the micro-moments. Learn more about how to find and win the micro-moments here.

Here’s to a happy and personalized holiday shopping season!

Marcel Munoz

Marcel Munoz

Greetings! My name is Marcel. I've been heavily involved in ecommerce tools and data automation and curation.

You can learn more about me on our Thanx Media management page.
Let's link up to share great content & ideas: @thanxmedia | G+  

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