-

Customer experiences are increasingly shaping expectations. Over the years we’ve seen a change in customer expectations and their attitudes to buying. Accessibility, speed of delivery and quality of experience are characteristics that will increasingly define consumer-facing sectors.

Customers today expect much more from their purchasing experiences. They know their brands and they expect you to know them back with personalised recommendations and offers. This is particularly true online, where retailers will adapt their recommendations according to previous purchases. Even the shows that we decide to watch on TV will determine what Netflix adds to our watch list.

The way you talk to your customers is important, along with the content and experiences that you deliver to encourage customers to stay with you through their whole purchasing journey and to return and start the whole process again!

So why personalise?

Personalisation is a way of meeting increasing consumer demands and providing a great customer experience. 73% of customers expect companies to understand their needs and expectations1. As consumer habits change, businesses are adapting and innovating by spotting opportunities and embracing new trends to nurture deeper relationships with customers.

The way we shop today looks very different to how it did 20, 10, even 5 years ago and retailers are having to work harder than ever to drive loyalty, increase sales and attract customers.   Delivering the right message to the right customer at the right time is essential. And, with the proportion of online spend in the UK increasing to 87% of the total average spend2, there is even more opportunity to refine and personalise customer messaging.

Customers are increasingly looking for products and services that resonate with their lifestyle and relate to their shopping history – by refining your messages and products you are talking directly to your target audience and offering purchase experiences that could keep them coming back for more. Customers are looking for products that fit them!

The proliferation of data can feel overwhelming but it offers the opportunity to understand your customers better if you can interpret it in a useful way; understanding their buying habits, reasons for purchase and how they purchase. To build trust with your customers, you must be totally transparent about how you are going to use personal data and should only request such information if there is a legitimate reason, such as improving a service or providing customers with more relevant or personalised communications. Being transparent with how you use your customers data is also a regulatory requirement.

By using personalisation effectively, you could create a highly compelling purchase journey that speaks to your individual customers, makes their shopping experience more efficient and helps to convert browsers into buyers.

How personalisation could help your business:

  • Increase engagement and loyalty – There are vast amount of choices for shoppers, which may be daunting. Personalisation could help support customers by tailoring their options to meet their individual needs
  • Influence what people buy - Businesses who present consumers with targeted messaging could help influence their buying decisions
  • Create a positive customer experience – Personalisation is a strategy that could help build trust between a brand and its customer. By talking directly to a customer, it shows that you understand their experiences
  • Increase conversion rates –  By creating a tailored message to your customer and reaching them at the right time you will make it much more likely they will convert

Conclusion:

Customers today have high expectations of their shopping experiences; from the products you offer, to the wider purchase experience, and even the purchase options available. For example, offering Point of Sale finance as an alternative way to pay could help your customers spread the cost of larger purchases and appeal to an even wider customer base.

Building customer loyalty and trust is paramount for any business. Using personalisation, brands have an opportunity to keep customers coming back with relevant content and offers to give them the shopping experience they desire. 

 

Sources:

1 - Salesforce, ‘State of the Connected Customer’ report, June 2019

2 – Royal Mail, ‘Deliver Matters’ report, 2018

 

Get in touch

To discuss your business requirements and how Barclays can support you, contact us today.