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Data Marketing
Copywriter: Lee Bratton, Senior Account Manager, YouCom Direct

Everyone wants to personalise their look

 

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.



70 percent of retailers are personalising the in-store experience

 

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.


To register, brands invite their customers to be identified by texting their selfies

 

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.


Amazon uses algorithms to personalise user’s homepages

 

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.


85 percent are likely to buy from a personalised mail order catalogue

 

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 know if you haven't seen this film

 

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).


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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 contactus@youcomdirect.co.uk

 

Follow the YouCom Direct news posts to see the next developments.

 

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Data Source:

              https://facenote.me/ 

 

Required reference:

YouCom Direct News Article, Dec 2018, London, ‘Personalisation’.

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Data Marketing
Copywriter: Matt Roberts, Group Account Director, YouDirectories

Design Personalisation makes our clients adverts stand out from competitors

At YouDirectories we focus on something called ‘Design Personalisation’.  We tailor client’s advertising to show accurate local content for stores, but we also have specifically designed adverts for a local audience and personalised messaging.  These adverts have a design that is unlike anything you normally see in Yellow Pages or online and will create customer engagement to drive higher call volumes (as you can see from these images).  

A YouDirectories Advert will engage your customers

To understand the ROI from marketing design personalisation, we should first look at hospitality marketing.  Hospitality is a collection of supplementary services that adds value to a purchase by treating customers like guests, providing amenities that anticipate the person’s needs during their interaction with the service/product provider.  Hospitality marketing ensures employees treat customers as guests, greeting them with pleasure when meeting them for the first time and when old customers return.  They are creating a personalised experience for each customer.  This creates brand loyalty in a fractious marketplace.  Pret do this very well.

Pret rated the highest on personalised interaction with customers

A survey of 4,500 consumers by Market Force, asked consumers to rate their satisfaction with their last experience at a coffee shop and how likely they would be to recommend it to friends. The data was averaged to rate each company brand on a Composite Loyalty Index.  Pret also rated the highest on seven of the eight critical drivers of satisfaction, primarily driven by ‘friendliness of staff’.  Courtesy for customer’s needs extends to all forms of marketing communication.  Face-to-face like in Pret, but also telephone and online interaction.  

Brands realise the importance of customer lifecycle marketing

Brands realise that the customer lifecycle is more important than short-term sales and seek to build customer loyalty to gain repeat business and upsell opportunities.  In the USA, hospitals make a lot of money from people because they don’t have a national health service free at point of use like in the UK.  They know the reason most families start using a hospital is to give birth and with so many birthing centres and hospital, they face stiff competition.  Stiff competition and a service/product that opens the door to further ‘sales’ opportunities will require hospitality marketing to make that service or product more personal to the customer.

74 percent of marketers know personalisation is good for business

To gain new customers, brands seeking to deliver hospitality marketing messages do so via data personalisation.  According to an Econsultancy study, 74 percent of marketers know personalisation is good for business, yet the same study reveals only 19 percent of marketers are actually using personalisation.  BMW improved sales conversion rates by 30 percent by personalising their media messages with customer’s first names.  BMW know that your brand begins to have added value in the customer’s mind when you design the adverts to create engagement via tools such as personalisation.  

YouDirectories Logo Registered Trademark

The search for competitive advantage in mature industries will come down to not where you advertise but what and how you advertise.  The creation of value-added services and supplementary services to make your product/service/brand stand out from the competition.  Managers must be aware of selecting the right mix of supplementary services and the right agency will help you to do that.  YouDirectories won’t just list your store details on websites with high user numbers, we focus on ‘personalising’ your store data to become relevant to the customer on a local level.  Good Design Personalisation is an effective form of local marketing.   Follow the YouDirectories news posts to see the next developments.   Data source: Survey by Market Force, a leading global customer intelligence solutions company.   Required reference: YouDirectories News, Jun 2017, London, ‘Personalisation.’
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