How to Personalise Your Customer Journey Without A Massive Tech Stack
The world of personalisation can seem daunting if you’re new to it or unfamiliar with it. However, in today’s digital landscape, it’s now becoming an expectation for an increasing number of shoppers.
Around 71% of customers now expect personalised experiences. With 60% of shoppers also agreeing that tailored experiences drive repeat purchases. These figures demonstrate that adopting a one-size-fits-all approach is simply not enough.
However, the good news is that personalisation doesn’t have to be scary and require a huge amount of technology. By focusing your efforts on a few key areas, your users can enjoy experiences tailored to their needs.
From expanding your database to segmentation, we’re looking at how you can drive personalisation with minimal tech.
Grow your database
Data and personalisation go hand-in-hand. So it’s hardly surprising that building your marketing database has a knock-on effect. While it may seem that it requires time and patience to do this, building your database can have a huge impact in the long run.
With more data available on your customers' interests and behaviours, you can use this to drive relevant experiences. This will ultimately lead to high conversion rates and extra revenue for your business.
It’s important to carefully consider your opt-in strategy to display consent messages at the right stage of the customer journey. In doing so, you’ll give your business the best possible chance of gaining new opted-in users.
With any data collection, it must be done in full compliance with local regulations. These can differ by country, so it's vital to fully understand the differences and avoid any legal implications.
Collect zero-party data
If you missed our previous blog post on zero-party data and why you need it now, here’s a quick recap.
Zero-party data is information that a consumer proactively shares with a business or organisation. In today’s data-driven world, this information is invaluable as more people become aware of their online privacy. Unlike other data types, such as first, second, or third-party data, it’s also considered a more reliable source of information.
You might be wondering how zero-party data drives personalisation. Zero-party data allows you to explicitly understand customer needs by asking them what they want from your company. This gives you the tools to deliver personalised and relevant experiences that best resonate with them.
Often, when you think of data collection, the word fun doesn’t spring to mind. But zero-party data collection can be done more creatively, with very little tech needed.
Different ways to collect zero-party data can include:
- Forms and surveys
- Quizzes
Leverage identity resolution
If you weren’t already aware, identity resolution is the current marketing buzzword. The process combines data from various sources to form a comprehensive, unified customer profile. This allows you to recognise your website visitors, even if they are trying to fly anonymously under the radar.
Identity resolution can link together data, including:
- Email address
- Phone number
- Device ID
- Location
- Browser
- Behavioural data (visited pages, browsed items)
- Purchase history
This information allows you to drive personalisation across all user touchpoints. As well as helping you to stay one step ahead of your competitors.
Without identity resolution, you might also be relying on multiple systems to collect customer data. But this can become messy, and no one likes mess (unless you’re Marie Kondo, that is).
However, many identity resolution solutions integrate with existing technology and centralise customer data. This means that you can say goodbye to multiple systems and benefit from one single source of truth.
Utilise behavioural segmentation
As a customer, receiving mass marketing emails can feel completely impersonal. It can give the impression that businesses don’t understand your needs and are more focused on sales rather than satisfaction.
However, with a combination of data collection and identity resolution, you can delve into the behaviour of your customers.
This gives you the power to tailor your marketing efforts using behavioural segmentation. With audience segmentation, you can group customers who display similar behaviours. In doing so, you can ensure that users are receiving relevant messages that closely align with their behaviour on your website.
Ready to dip your toes into personalised marketing? SaleCycle can help you start your journey.
Our three-step solution helps with all your data needs, from growing your opt-in rates to zero-party data collection. As well as leveraging this data to deliver personalised and segmented omnichannel experiences.
Get in touch with us today to take your digital experiences to the next level and see how our technology can unlock new revenue opportunities.
Sources
https://www.contentful.com/blog/personalization-statistics/
