This is nothing new, and the need for a one-size-fits-one communication approach is more than ever before. The success of the Swedish Number
is merely one example of the level of personalisation we should be moving towards.
Whilst personalisation is at home within the digital world, the shopper environment is not to be ignored. In fact, synergy and collaboration between the online and in-store shopping experiences will become increasingly more important.
Shopper marketing is the process that takes place between that first thought the consumer has about purchasing an item and finally selecting that item. We need to understand how our target consumers behave as shoppers, in different channels and formats, and how to best leverage this intelligence to the benefit of all stakeholders, brands, consumers, retailers, and shoppers.
According to the Grocery Manufacturers Association, as many as 70% of a customer’s purchasing decisions are made in-store. This is a powerful statistic when one considers all the money spent on advertising outside the store. Millions are spent on marketing messages that might be completely disregarded by shoppers as soon as they actually see a product on a shelf. We need to consider our approach and advertising efforts from the moment customers are introduced to a product to the moment they actually pay for it.
Millions are spent on marketing messages that might be completely disregarded by shoppers as soon as they actually see a product on a shelf. We need to consider our approach and advertising efforts from the moment customers are introduced to a product, to the moment they actually pay for it.
Consumers get frustrated and are lost to us when they are fed content that’s irrelevant to them. An online shopper journey plugs into the personalised shopper query, and feeds information relevant to that specific consumer. At least it can, and should. We need to be relevant to individuals in the physical shopper realm. Especially considering that consumers are three times more likely to make an impulse purchase in-store than online.
Getting it right
The customer has to be at the centre of personalisation in retail. This has come from consumer-led expectation and demand, based on the access to data consumers have, and the disruptive players who have spotted where traditional services were lacking and provided a user-centric alternative. Brands like Uber
and Airbnb have disrupted markets with their consumer-centric approach.
In-store: it’s an experience that can set brands apart.
One of our clients, Consol Glass, brought back that nostalgic feeling when they delivered milk in glass bottles
to homes in Johannesburg and Cape Town. This allowed their consumers to connect with their own experiences and memories, whilst challenging modern packing perceptions and the dairy industry.
Another sterling example of personalisation in-store is the delivery of Intermarché’s 'Freshest Fresh' orange juice campaign
. Based on a simple insight that freshly-squeezed orange juice always wins, they prove the freshness of the juice by printing the actual time it was squeezed onto the label. This allows the consumer to decide how fresh their juice should be, which makes it a purchase decision based upon a personal decision and real-time interaction.
Whilst an experience can sway a customer and their product consideration, it is still important to note that a journey with the brand retains customers.
We all like to feel catered to and personally considered. We also like to feel in control. So there needs to be a balance between being understood through data, and being empowered to make our own choices. Likewise, whilst we all like the convenience of online products and services, humans also crave positive human interaction.
So, as we work to individualise everything from Coca-Cola cans, to shoe designs, mass customisation has evidently transitioned into personalisation. For some businesses, this will mean ensuring touch points are specific and individual. For others, it’s simply streamlining the purchasing process. Ultimately, the businesses that can most effectively manage all of these qualities will lead the way in 2017.
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