Rethinking Digital: Key Takeaways - Part 3: Sustaining Momentum
Continuing our Rethinking webinar series, Matt Lockhart, Head of Digital, and Laura Winter, Group Account Director, recently sat down to discuss how the power of going 'digital first' can supercharge your brand experiences before, during, and after, reaching and engaging not thousands but millions of your audience. Here are the key takeaways from the webinar.
This blog is the third and final in the series and will be going into the final part of the webinar - Sustaining momentum: Once the engagement is over, how can you harness data to create hyper-personalised experiences and continue the hype?
Sustaining Momentum
During the post-interaction phase, data is central to maintaining engagement. Marketing personalisation has the ability to reduce customer acquisition costs by 50% and potentially lift revenues by up to 15%.
Hyper-personalisation, using unique customer data to tailor specific communications to the shape of the customer, can give your brand the ability to cut through the marketing noise. Using quality data can help you to speak directly to an individual, whether that’s through specific deals or products, approaching them at the right time or offering something completely unique to them – it’s an important way to sustain that momentum, build that brand loyalty and drive future sales.
The more data your organisation can gather from its potential customers, the better. It allows you to fully understand your audience and the more data you have, the more tailored you can be in your approach.
Gaining that deeper understanding of your audience can be supported by talking with your customer base, testing engagements across different audience segments and identifying behaviour patterns in your data.
Below are some examples of how different kinds of data have been used by big brands to great effect.
Purchase Data – Starbucks
Starbucks excels at hyper-personalisation with the help of AI. The brand uses real-time data to send unique offers relating to specific customer preferences, all based on purchasing.
The brand has more than 400,000 variations of personalised messages, so its customers always feel as if they're being communicated to on a one-to-one basis. As an example, customers might be offered a discount on a their favourite drink – but the catch is that the offer is time-specific, to drive footfall during those quieter periods.
Survey Data – Naked Wines
Online wine subscription company, Naked Wines offers individualised wine recommendations to its customers. At the point of sign-up, the company asks consumers a simple 20-second quiz, and then using AI, matches and ranks its retail assortment according to the responses. The result is tailored product recommendations for their first purchase.
From there, Naked Wines continues to harvest customer data through product reviews, referral schemes and more, gathering additional information which, through AI, ultimately leads to hyper-personalised recommendations. From the customer's point of view, the brand appears to be getting to know their palette, providing quality recommendations and demonstrating to that they are expert sommeliers.
Naked Wines’ faith in the use of this data is reflected in its ‘no-quibble’ money-back guarantee. The company has seen a 7% increase in customer conversions and an 8% increase in gross profit.
GA4 Data – L’Occitane
In a simple but effective use of data, L’Occitane noticed a segment of individuals accessing their website between 10 pm and 5 am. Based on the assumption that this segment was having trouble sleeping, the company then added a pop-up overlay to the website during these hours promoting its pillow mist spray.
Purchases of the spray increased across that time period, providing a great example of a cost-effective way to use personalisation.
Personalisation – the bottom line
The above examples are backed up by some impressive industry statistics:
Marketing personalisation can reduce customer acquisition costs by 50% and lift revenues by up to 15%.
78% of consumers say personalised content makes them more likely to repurchase from a brand.
Watch the Webinar
Of course, this is just a snapshot of the wide-ranging discussion from our recent webinar, ‘Rethinking Digital: Supercharge Brand Experiences Before, During, and After.’
You can watch the entire webinar, along with others, on our YouTube page.
If you’re looking for ways to ignite anticipation, drive engagement and sustain momentum in your brand’s campaigns, do not hesitate to get in touch with one of our strategists today.
