Once you’ve gathered your data in one place, it’s time to create unique flavors for each of your customers’ tastes. Every journey is different, and the data you’ve gathered can help you form a hypothesis for what a customer needs from your business during each interaction.
From the moment a customer arrives on the home page, they can be greeted based on the time of day where they live. Different sections of the page can be programmed to display items based on previous purchases or demonstrated interests.
Netflix, for example, offers different media artwork for different viewers.
Visitors arriving on a product page can be shown items that best match their preferences right up top. If a customer bought a pair of large jeans from your store before, that size could be sorted to display first.
Personalization doesn’t stop after a customer makes a purchase. Companies can use dynamic customer profiles to offer complementary products, follow-up with emails about the care and maintenance of a new purchase or provide tips and tricks to get the most out of their new purchase.
Even when a customer isn’t actively shopping, personalization is one way to keep your brand top of mind at times when it is relevant and useful. Reach out to a customer with a deal if one of your stores is in the neighborhood they’re visiting. Let customers know when a product they purchased previously has a new edition or useful upgrade. Or gift them a product discount based on the season or even the local weather.
The same opportunities for one-to-one marketing exist in-store, too. With all customer data centralized, the history of your company’s relationship with a customer is at the hands of clerks in-store who can use that information to steer customers to the right product.