Customer loyalty through personalisation?

What is personalised marketing?

Can personalisation really increase brand loyalty, customer retention and conversion rates? We say: Yes it can!

Personalisation is the adaptation of the advertisements displayed based on user data. Relevant user data can include age, gender, marital status, place of residence or region and personal interests. Individually tailored marketing proves to be effective: the revenue generated with personalised advertising increases rapidly.

Benefits of personalised advertising

Landing pages geared to the target group can ensure a more appropriate appeal to website visitors. Those who feel directly picked up by dynamic content adapted to the target group are more likely to find a product worth buying and may even be more likely to stay on the website to browse. Individually tailored cross-selling suggestions or purchase recommendations lead website visitors to products that fit their needs. This saves time and simplifies the purchase decision.

Personalisation also comes into play in pricing: there is not only dynamic pricing, which is oriented towards the market, but also pricing that is individually adapted to the users. Personalised discounts and vouchers, for example, lead to a better conversion rate than discount campaigns for the masses.

Product configurators also make the shopping experience more individual. Well known examples of this are car configurators, but items such as sneakers, calendars, puzzles etc. can also be designed individually by the consumer and tailored to personal needs or preferences.

Is personalised advertising creepy?

Personalised marketing can help you optimise your customer journey. But how much personalisation is OK before it gets creepy? We’d like to refer you to a more detailed blog post of ours. Click here to learn more about advertising that is perceived as creepy.

Sources:
Inken Kuhlmann-Rhinow (2020): „Personalisierung im Marketing: Erklärung, Anwendung, Erfolgsstrategien
Lena Simonis (2022): „Content und Kontext“, in PAGE 01.22

Image:
Jamie Street – Photographer
phase grün – Image editing