Personalisation is no longer optional for companies who are serious about future-proofing their online strategy, according to findings in a new white paper by digital performance agency, Found.
Specifically, with the widely anticipated slowdown in ecommerce growth predicted over the coming years, getting the right content, to the right people, at the right time has never been more important for retailers looking to achieve increased sales and conversion rates as well as heightened customer loyalty and long term spend. However, it’s clear there’s a long way to go before the industry fully realises the potential of personalisation, with Econsultancy alone revealing that whilst 96 percent of retailers believe personalisation makes good business sense, only 6 percent have a plan in place to actually use it.
Tina Judic, Managing Director of Found, says, “As an industry, we are now moving away from static, heavily-scheduled campaign planning and delivery, to instead embrace more instant and agile activity which enables more intuitive response to customer need. And it’s the need of this now always-on consumer that is the driving force behind this major shift. With growing numbers of consumers expecting, and deliberately looking for, more relevant and tailored customer experiences, irrespective of device, time or location, it’s clear that personalisation is no longer optional for any business looking to maximise all that digital has to offer.”
Found’s white paper lifts the lid on the current resurgence of customer expectation for more personalised relationships with their favourite brands and explores the technology, approach and the impact of personalisation for businesses focused on brand stand-out as well as return on investment. Written in conjunction with personalisation specialists, Monetate, the study equally dispels any misconceptions over how personalisation works and gives practical advice into how it can be integrated into existing marketing campaign strategies.
The white paper launch also coincides with Found’s own introduction of personalisation consultancy as part of its service offering. Headed up by Strategy & Product Director, Ross Boyd, the agency is already working with market-leading recruiter Randstad UK to harness the power of the approach for its recruitment site whilst also looking at the opportunities it brings for Found’s extensive ecommerce client list.
Proving its worth, the Senior Digital Marketing Manager at Randstad UK, says, “We saw the potential to take optimisation of our customers’ online experience to the next level by working with Found to create an end-to-end personalisation programme. Four months in and the return and insight has already been incredible.”
Personalisation is now a key consideration for any business and the white paper shows how one-size-fits-all marketing is fast becoming a thing of the past. It also reveals how our once over-protective privacy shields appear to be coming down with more and more consumers realising the benefits of sharing their data to receive more relevant products and services.
Source: Econsultancy
