Have you worked in marketing for more than a few years? If so, you probably remember when including a customer’s name at the beginning of an email seemed like personalisation at its finest. How times have changed. In today’s world of hyper-personalised communications, marketers are going beyond the basics. Those in the know are harnessing data about their customers to deliver content that is expertly tailored to individuals. The result: more targeted marketing campaigns, stronger brand relationships and an improved ability to give customers what they really want.
But which brands are the hyper-personalisation leaders? And what can others learn from their approaches? Let’s take a closer look at five companies with winning hyper-personalisation strategies.
Fact: searching for property is time-consuming and stressful. So we’ll bet more than a few readers are happy about realestate.com.au’s decision to streamline the process with hyper-personalisation. The property website recently redesigned its email marketing approach to maximise the use of existing data. By monitoring users’ locations, search terms and favourite properties, it has unlocked a new ability to deliver personalised email communications. Emails are now targeted and informed by customer behavioural data. Users receive different email content based on data realestate.com.au has on file. Since adopting this strategy, the site has experienced an 80 percent increase in unique opens and a 200 percent increase in unique click throughs.
Death and taxes aside, there are two universal truths. The first is that everybody loves a discount. The second is that consumers will go out of their way to buy if they know their favourite product is on sale. McDonald’s knows this only too well. It sends personalised discounts to customers within walking distance of a McDonald’s restaurant. Messages are sent via SMS or as push notifications from the McDonald’s app, and are customised based on location, favourite orders and purchase behaviour. But McDonald’s isn’t just using data and hyper-personalisation to get customers in the doors. It’s also harnessing data insights to inspire customer loyalty. By learning about customers through data, McDonald’s is constantly discovering new ways to:
- Improve customer service
- Deliver a better purchasing journey for each customer
- Transform transactional relationships into meaningful relationship
It’s a Friday night. You’re browsing through Netflix. You find a TV show in the list of recommended programs for you, and it ends up being exactly what you felt like watching. Sound familiar?That’s hyper-personalisation at work. Netflix draws on browsing and watching behaviour to recommend TV shows and movies customers might like. It estimates that 60 percent of content consumed comes from recommendations informed by data. Hyper-personalisation has resulted in less subscriber churn, more content consumed, and stronger customer relationships. What’s more, Netflix says that using hyper-personalisation to make recommendations saves the company one billion US dollars a year. Yikes.
The next time you spend more than you’d budgeted on online shopping giant Amazon, don’t blame yourself. Blame the algorithms. In one of the best-known examples of hyper-personalisation, Amazon recommends products according to individual shoppers’:
- Browsing history
- Shopping cart
- What similar customers buy
Through hyper-personalised recommendations, Amazon boosts upsells, moves inventory faster and reinforces customer intimacy. According to some estimates, 35 percent of Amazon’s sales are from recommendations alone.
5. Toyota Australia
Buying a car should be as simple as walking into a dealership, right? Until recently, however, salespeople had a difficult job tailoring their customer service to individual buyers. They didn’t know who their next customer was – or what they wanted – until they walked in the door. Toyota Australia is using hyper-personalisation to remove some of this guesswork. Working with RXP, Toyota has harnessed its CRM data to equip salespeople with information about prospective customers. In seconds, team members have access to data about purchase history, browsing behaviours and even car servicing records. Customers spend less time searching and comparing irrelevant options, and are instead guided towards their ideal car. They find the best car for their needs sooner, which shortens the sales cycle and ensures a seamless customer experience.
This isn’t the first time Toyota has experimented with hyper-personalisation. In 2016, Toyota’s RAV4 video advertisements were customised according to the preferences and demographics of the individual viewer. The targeted advertisements allowed Toyota to speak to customers in the language that most resonated with them. In turn, it pushed advertising boundaries and nurtured customer intimacy.
Whether your strategy is to create unique videos, customised offers or informed product recommendations, hyper-personalisation has endless potential as a marketing tool. As each of the above examples shows, brands that get it right stand to reap real, tangible rewards. What are other ways that hyper-personalisation can improve customer intimacy? And how can you get started? Download our white paper, Digital Platform Trends 2017: Harnessing data to build customer intimacy across the lifetime, to find out more.