It’s no secret that we are all individuals with different thoughts, interests, habits and preferences. While our diverse make-up keeps things interesting, it poses a real stumbling block for businesses; if customers are all different, how can we possibly appeal to everyone? How can we deploy offers and campaigns to increase our market share and effectively drive spend and frequency? With a ‘one size fits all’ strategy, the answer is that we can’t.
This reality is driving businesses to change, with 42% of marketers naming personalised marketing as a top priority in 2017 according to Chartered Institute of Marketing. It’s hardly surprising considering the benefits it brings; brands that create personalised experiences are seeing revenue increase by 6-10%, up to three times faster than those who do not according to Boston Consulting group.
Our personalised marketing research finds that taking a personalised approach to when, where and how businesses offer promotions to their customers has a huge impact on the success of their campaign.