Posts tagged with 'perssonalisation'
Who doesn’t enjoy that feeling of walking into a shop and being recognized, welcomed and treated as an individual?
We appreciate the familiarity when the sommelier remembers our favourite grape or a regular supplier unexpectedly sends a little extra on our birthday.
We all relish the personal touch, and this is no less the case when it comes to the marketing we are subjected to online.
The online retail market is a competitive place, but despite the challenging economic times shoppers aren’t spending less, they are just spending differently.
According to figures from IMRG, conversion rates from visitors to sales for online retailing in May 2013 rose by 20% when compared to the same month in 2012.
However, while overall sales and conversion rates may be on the up, the average basket size has actually fallen to £77 from £83 in 2012, indicating a change in consumer behaviours.
One to one marketing is back. And this time it’s personal.
There is nothing new about the concept of personalisation. Peppers and Rogers popularised “one to one marketing” in the dotcom heyday and personalisation platforms were very much in vogue.
As companies wrestled with the subsequent crash, and the dawning reality that actually they had a long way to go in sorting out basic usability before they started on more advanced targeting and customisation, personalisation went quiet.