Personalize the customer experience and capture prospects in purchasing mode

31 Jul 2017 | By Tobias Arns

Ways to personalize the customer experience are expanding beyond the homepage and the mobile app. Artificial intelligence and chatbots will increasingly become a factor in personalization in the future. The use of voice-activated devices such as Amazon Echo, Siri and Google Home is growing quickly. The future of personalization is all about being context aware and delivering an exceptional service – wherever your customers are.

Food delivery company, Just Eat, is working in partnership with Amazon’s Echo so that customers can ask the device to order a pizza. Using historical data, it will know which toppings you like or you can ask for a recommendation for a good local restaurant and based on previous habits, Echo will suggest something suitable.  

“The interesting thing about voice-recognition technology is the level of intimacy it brings to interactions. There’s an immediate feeling of personalization, just like a live conversation,” says Lucie Green, director of innovation at ad agency JWT5.


A data management platform will help marketers optimize conversion rates

Converting more customers and driving revenue from your personalization efforts is only possible if the experience you deliver is truly relevant and meaningful.

Effective use of big data can help you get the right products or services in front of the right people at the right time, in the right context, and convert potential customers into loyal ones. To create a relevant experience for your customers, and profit for your business, you will need to identify what your conversion points are – and how to get your customers there.

Here’s what to do and what to consider:

  • Measure how many people are visiting your website everyday and what sort of content they’re engaging with.
  • Will delivering less fluffy content get your customers to point of purchase sooner?
  • Will more video content encourage customers to make more expensive purchases?
  • Understand customers’ journeys and behaviors as they head towards a conversion point.
  • Refine your targeting, tighten your messaging and get more people converting.  

It’s crucial to reach customers wherever they are and when they're in “purchasing mode”

By using big data and GPS technology, for example, retailers can push offers and promotions based on the customer’s location. This brings more people through the door making more purchases, improving your metrics and your bottom line.

It’s not just about reaching customers in a physical location. More and more customers are using messaging apps such as WhatsApp, Facebook Messenger and WeChat. These areas will continue to open up, giving marketers the opportunity to move from mass targeting to one-to-one conversations.

Using data to follow what potential buyers have browsed or abandoned in shopping carts and retargeting them with similar products opens up a new way to increase your conversions.

Ask yourself these questions for future conversion optimization:

  • Have you identified what your conversion points are and how to get your customers to them?
  • Are you making the most of your data to convert browsers into buyers?
  • Are you reaching potential customers when they are in purchasing mode?
  • Are you using mobile to present offers and promotions while customers are in-store?
  • Are you making the most of new opportunities to reach customers in new spaces such as ‘dark social’?
  • Is your personalization strategy gradual and purposeful rather than creepy or annoying?
  • Are the offers you’re sending out relevant to your customers and the context they are in?