Marketing personalisation has become an advanced tactic helping to meet or even exceed customer expectations. It’s much more than a name in the message or a well-targeted subject line. When your sales strategy and shape of promotions are based on customers’ behaviour, then you can be sure you've grasped a personalisation concept in the right way.
In this post, you’ll see how to translate customers’ behaviour into appropriate segmentation. And then, how to use these segments to create personalised promotion workflows.
Imagine you manage brick-mortar stores placed hundreds of miles from one another. Moreover, your landing page and social media offer a newsletter and promotions for your customers. Even with one physical store and the online presence, you need a sync and transparent management over all departments. This is how business looks today. People go online and search for savings while they still haven't given up traditional shopping. Ultimately, for millennials, if you're not on the Internet, you don't exist. Digital sales and promotions need to inscribe into the omnichannel customer experience regardless of the device or technology. How to ensure and manage such a complex cross-channel promotion system? Let's use our Candy Shops chain to show you how retailers can handle digital traffic and drive more acquisitions into physical stores.
Collecting data is paramount. There will be no marketing personalisation, targeting and a related growth if you don’t store customers’ data. Order details are a key to get to know customer preferences and customise promotion ideas. They let you find repetitive patterns of buying habits which can be later translated into well-targeted offers. You can keep customers coming back by giving them exactly what they crave: exclusivity, favourite product promo deals, loyalty rewards.
If you still don’t have your CRM and need help with that, follow this article.
Data opens the door to marketing personalization. Having details of all orders lets us group customers based on characteristic conditions related to their buying preferences. To see how it works, look at the example orders from our Candy Shops and the related segmentation of clients. In the next step, we're going to use these segments to fire off personalised promotional campaigns triggered by specific customer behaviour.
To build a segment, you need to choose attributes that define spending habits of your audience.
E.g., Behaviour-based attribute: frequent_taste
Besides specific preferences of particular customers, we need to take into account their location.
E.g., Location-based attribute: store_city
Thanks to the store_city attribute, we know which of our two physical stores is closer to the location of each customer.
Usually, defining attributes takes some time. On the one hand, they need to be precisely related to what you offer; on the other hand, they should emphasise common habits among your audience.
For special offers, let’s make one more segment of customers who have made at least 2 orders and spent at least $50.
Let’s sum it up and look at our customer segments:
1. Chocolate lovers from Berlin
By changing the frequent_taste, we can make more segments:
2. Fruit segment Berlin
3. Layered cakes Berlin
By changing the location to Hamburg, the same tastes configuration creates respective segments.
1. Chocolate, Hamburg
2. Fruits, Hamburg
3. Layered cakes, Hamburg
Now, we can schedule tailored promotions based on segment conditions. Each group of customers gets a discount related to their favourite tastes and location.
Let’s launch a promotion series for chocolate fans from Berlin. Scheduling targeted sets of discounts enables you to cover the entire sales funnel with the outstanding experience.
Everyone who enters both segments gets an automatic email with a promo code.
Sounds easy, right? Instead of aiming in every direction and trying to satisfy everyone, you can create smaller promotions with rules consistent with differences within your customers. With the appropriate infrastructure, personalisation makes promotion more efficient and cost-effective. Ultimately everybody wins, clients can have their favourite products cheaper and you have more sales instead of unredeemed incentives.