Chapter 4

The power of personalisation

Personalisation has moved way beyond simply messaging. It has shifted out into a more granular approach, utilising customer data and analytics to create a truly individualised customer experience.

By harnessing an omni-channel approach, retailers can gain a unified, 360-degree view of the customer that enables them to offer a customised service.

The more you tailor an experience to individual needs, the easier your customer’s shopping journey will be.

In fact, 75% of customers prefer to buy from a seller that knows their name and purchase history, and recommends products based on previous purchases.

Retailers use personalisation to offer customers a level of convenience they cannot find elsewhere. Starbucks for instance allows its customers to speak to a virtual AI assistant. Through data-driven AI algorithms, the My Starbucks Barista app allows customers to choose a branch, place their order, and make payment by messaging in chabot style – ahead of their visit.

More and more brands are starting to adopt in-store technologies such as tablets and digital signage to help their customers locate and discover items of personal interest.

The end goal:

To help your customers achieve their shopping goals in the quickest time possible.

With the help of beacon technology, Smart Mirrors and branded apps, retailers can leverage technology to provide relevant, personalised, and therefore seamless shopper experiences.