Consumers today have higher expectations for retailers than ever before. For shoppers to fully commit to that checkout page 💰, they want:
- The best deals
- Instant gratification
- A shopping experience that feels both tailored and unique
To keep up with consumer demands, many retailers are turning to digital personalization strategies. This includes shifting their focus to create shopping experiences for consumers based on their preferences, needs, and purchase history.
Personalization, once limited mainly to specifically targeted offers, is now expanding to the entire consumer experience.
🏆 The win-win situation
Personalized marketing is a strategy that has been around for a while. Still, with the rise of technology, it has become extremely powerful. Retailers are now able to collect more data and use it to create individually personalized offers.
Implementing these types of strategies also allows retailers to provide one-to-one personalized added-value content for what consumers have already purchased. 🔥
A little lost? Here’s an example: if someone buys running shoes from Nike, they could receive an email with running tips or a list of running trails in their area.
Not all retailers offer personalized marketing experiences. Jumping on the bandwagon now provides you with a leg-up and competitive advantage over your non-personalized competitors.
🛒 How personalized marketing is changing the retail space
Personalized marketing is changing the way we shop. Because retail experiences are more and more tailored to each consumer, they are more enjoyable, efficient, and effective.
Consumers are now able to browse products they want and need in a space that feels like home, getting emails from brands who feel like their closest friends.
Retailers are now understanding that they need to make their consumers’ shopping experience convenient, fun, and personal if they want people to continue shopping there (and if they want to compete with other retailers in the same space 👀).
🗂️ Leveraging the power of consumer data
The digital age has made it possible for retailers to collect and analyze data about their consumers in ways that were once unimaginable. Diving into this data gives retailers a more holistic view of who their consumers are as individuals.
Consumer data is a powerful tool for DTC brands to leverage in order to create successful marketing campaigns and experiences for their shoppers.
Being able to provide consumers with recommendations for products/services that are tailored to their needs and interests is proven to have a limitless impact on repeat purchase rates. 🤑
So what does maximizing consumer data look like for a DTC brand? Here are just a few strategies that retailers can begin to implement:
- Offering personalized product recommendations based on a consumer's Google search history.
- Showing consumers products in their size/shade/interest category.
- Customizing website content for individual consumers based on which consumer profile they fit.
- Allowing consumers to customize their own products.
- Targeting product ads to consumers who have viewed that product in the past.
🛍️ The future of retail
The importance of utilizing data to create a personalized retail experience for consumers has never been more prevalent.
Most marketing personalization today is segmented based on easily targetable personal details like age, gender, name, and location.
Now, the future of personalization in retail is looking even deeper, utilizing new and more advanced technology, new marketing strategies, and new avenues online and offline to ensure an individualized and seamless consumer experience.
Personalization in retail is about much more than convenience for the consumer, but even more so about caring, connecting, and creating one-to-one relationships with each person who lands on your ads, visits your website, or receives your email newsletters. It’s about gaining their trust, rewarding loyal consumers, and keeping the relationship open, ongoing, and full of enjoyable experiences. ❤️
To summarize… the future of retail is here and it's personalized.