There's something magical about a customized product. It speaks to us and our interests and bring us into a brand’s story. It's the reason why Coke’s ‘Share a Coke’ personalized name campaign was such a huge hit, and why Birchbox and other customized subscriptions are so popular.
Brand Keys reviewed more than 150,000 predictive loyalty and engagement assessments, and not surprisingly, they found that customers like and engage more with products that feel personalized and create a great experience.
In this latest Chasing Perception blog post, we wanted to take a look at two tactics brands are regularly using to tell their stories in personalized ways while still appealing to the masses.
If that sounds interesting to you (and why wouldn’t it), read on:
Loyalty = Data
Loyalty programs have been growing in popularity over the past five years, from every day shops like pharmacies and grocery stores, to luxury brands. Loyalty programs make customers feel special, and they get something back for choosing you. But they also help brands too, as a loyalty program provides a convenient database of self-volunteered information about customers' shopping habits. With that information, you can not only see which demographics are buying which products, but you also have more information to create targeted storylines designed to directly appeal to specific customer demographics.
Custom Products & Marketing
Offering things like custom designs and engravings is obvious, but even simple things like providing customers with accounts where they can save their favorite products and see recommendations based on their purchase history can be personal enough to make a difference - - and this is all part of your brand story. How many movies have you watched because Netflix told you you might be interested in them? How many extra products have you bought on Amazon because they were related to an existing purchase? The numbers add up fast, meaning higher sales for the brand, and higher satisfaction for your customers.
Customization requires an initial investment in setting up a new program or technology, but even before you get to that point, your communications team should be three steps ahead to plan the brand messaging and elevate the story - all in an effort to see an increase in repeat customers. When you see this happen, you will know the strategy is paying off.
Need help telling your story? Contact Indicate Media at firstname.lastname@example.org