Think about the last few transactions you have had with a retailer either online, in-store, or even over the phone. At some point during your shopping experience you were probably presented with some type of personalization including an email with an exclusive content, recommended products based on past history, or even an exclusive discount. Personalization has become a critical part of the shopping process due to consumers demanding a more personal experience with their favorite brands. A recent Infosys survey reported that 78% of consumers are more likely to be a repeat customer if a retailer provides them with targeted, personalized offers. Because of this, marketers have had to scramble to find the best ways to connect with their customers since personalization does have a great impact on the outcome of the sales process.

Adding a personal touch to your marketing campaign has numerous benefits, so here are the reasons you should create a more personalized marketing campaign.

Increases conversions: Customers are all about simplifying the buying process – the simpler the buying process, the more likely they are to purchase, and personalization is the perfect way to achieve this. Sending a tailored message or giving them recommendations on products they will love before they have seen them cuts down on the amount of time they have to spend shopping and increases the chances of going directly through the buying process. Amazon is the perfect example of a company who has simplified their shopping process for their customers by constantly offering recommended products and even through nearly removing the buying process through their one-click, buy-now button. The ease of this process provides their customers with the ultimate personalized experience and leaves little reason for shoppers to abandon their cart.

Creates goodwill: Offering a personalized experience is the best way to connect with your customers, establish a loyal customer base, and even create the perfect opportunity to target specific hard to reach markets like military, students, and teachers. Companies who show an interest or support for their customers affiliations are more likely to create goodwill and a positive image around their brand. In a SheerID survey, 94% of present and past military personnel said that they notice when companies are “military friendly” and have a positive impression of those companies. By simply adding a touch of personalization your company can offer an exclusive discount, such as a military discount, which gives your military customers the recognition they deserve, while creating a solid, loyal customer base.

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