Shana Pilewski, Director of Marketing at Dynamic Yield, details three strategies for personalization at scale across multiple customer touchpoints.
At a time when two in three consumers expect brands to recognize them as an individual, personalization and optimization have become increasingly strategic for brands. But tailoring the customer experience involves more than just adapting a brand’s website; for personalization to truly be effective, it must be omnichannel.
Customer acquisition and retention increasingly depend on a brand’s ability to deliver personalized experiences both online and offline. In the retail industry, omnichannel customers spend 4% more in-store and 10% more online compared to single-channel shoppers, according to a study featured in the Harvard Business Review.
In today’s hybrid digital/brick-and-mortar landscape, touchpoints can exist across multiple channels and channels can provide multiple touchpoints. Effectively engaging customers in this climate requires brands to perfect each interaction. Here’s a look at three strategies for doing so at scale.
1. Establish a cohesive data set
Omnichannel optimization is only possible with a 360-degree view of the customer. This requires brands to measure factors like real-time on-site behavior, online and offline conversion history, geography, product affinities, cross-drive activity, and any other information relevant to understanding who the customer is, what they want, and what messages will resonate with them.
To establish a cohesive set of data that will enable a consistent customer experience across channels, brands must invest in holistic technology that integrates and consolidates data from all available sources. For example, utilizing a unified platform rather than multiple systems of engagement will prevent data fragmentation. This allows customer information to flow freely across channels, cutting down on an organization’s initial marketing spend while making for a far more sustainable, scalable solution.
2. Shift to APIs
What happens when new channels are added to the customer journey? Not only do brands need to provide consistent and cohesive experiences across all of them, but Product and Engineering teams must work in tandem with marketers to engage audiences in new, meaningful ways.
By using APIs – essentially, programming code that facilitates the transfer of data from one application to another – brands can gain full visibility into all relevant aspects of a customer’s journey, including their behavior and the messaging they’ve been exposed to in each channel. And through a more secure, centralized code layer, marketers can experiment without exposing any sensitive data on the browser.