Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct
Everyone wants to personalise their look. E-commerce has for a long time seen the benefits and value to data personalisation. Amazon and Tesco are famous online sellers who collect vast amounts of data on customer’s purchasing patterns. They analyse recency and frequency of purchase, behavioural trends and patterns. These are used to power their offers and suggestions to sell you more things. ‘Bricks & Mortar’ sellers, often struggle to replicate those successes (with exception to those that do well on both like Tesco). In 2018 we have identified a shift in understanding with physical retailers making changes to introduce personalisation practices.
According to one research company, 70 percent of retailers with a physical store presence are now personalising the in-store experience to compete with their online counterparts. Let us introduce ‘Facenote’, a machine learning AI software that recognises your customers using face recognition techniques. By personalising the customer service, briefing sales staff to personal preferences and tracking their needs, such software can lead to greater customer loyalty and retention as well as upselling benefits.
The software requires only a simple webcam or regular security camera. Its algorithms allow for customer recognition and identification. Shoppers can then be welcomed by name, and staff on the sales floor can be briefed on each customer’s personal preferences and purchasing habits. In-store product recommendations can then be personalised in the same way that Amazon does to you online. To register, brands invite their customers to be identified by texting their selfies or sharing Instagram images.
A study by salesforce found that 52 percent of consumers would switch from a brand that doesn’t personalise their marketing communications. This is why Amazon uses algorithms to personalise user’s homepages with product recommendations based on previous search and purchase history. When you read this, you think “makes sense”. But the majority of retailers have a simple one-size-fits-all generic homepage for all logged-in users, irrespective of age, gender, behaviour, disposable income etc.
The real winners in marketing are those who personalise a service or product leading to add-on sales, upselling and organic growth. Scotts of stow are a growing mail order company who succeed with catalogues littered with the recipient’s name making various products more appealing. Consumers will open the catalogue and see a doormat with their family’s surname on it for example and are 85 percent more likely to buy it as a result. More than this, they do it extremely well making it seem less like a Photoshoped digital makeover and more like it is a real selling product that everyone else is buying.
Netflix are one to do similar and of course they use the latest AI technology to assist their algorithm analysis. For example, if they know you haven’t yet seen Knight and Day with leading actors Tom Cruise and Cameron Diaz, but you have watched many other Tom Cruise films, they will tailor the film cover in their ‘recommendations’ to show Tom Cruise.
If you watch Cameron Diaz films, you will see the Knight and Day film cover with Cameron Diaz on it. It is clever marketing that is (relatively) simple to do and (relatively) cheap (brands don’t need to buy billboard adverts for example, simply use existing data to personalise recommendations that lead to more new sales).
YouCom Direct specialise in this same approach to business listings by personalising content based on geographic area and even consumer past purchasing history. We use all the data our clients can share with us (after our usual NDA agreements to protect privacy) to tailor those natural search results showing in Google that originate from business directories. We have seen a provable uplift in response rate as a result. To discuss personalisation in more depth contact us on email@example.com
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YouCom Direct News Article, Dec 2018, London, ‘Personalisation’.