Proven Ways for an Efficient Omnichannel Personalization for Retail Brands
Omnichannel personalization is the key to success in today's competitive marketplace. Utilizing customer interaction data to tailor marketing communications, offers, and other details to each individual creates a more personalized experience that is more likely to engage consumers with your brand.
When consumers feel that brands see them and receive communications that genuinely interest them, they are more likely to buy from that company. If the customer service is good and the post-purchase support is strong, they will likely be customers for a long time.
Ways to Efficient Omnichannel Personalization for Retail Brands
1) Video chat personalization
There is some exciting research about video chat personalization.
1. 93% of companies experience an increase in conversion rates through personalization that includes personalized video content
2. Personalized videos had a click-to-open rate of about 16 times greater than standard videos.
3. A few brands state that they recorded an 8x increase in click-through rates by adding personalized video to their marketing efforts.
In-person interactions are always best, but video chat is the next best thing if that's not possible. You can personalize the conversation and get efficient servicing with a video chat personalization. Many video chat programs are integrated with CRMs, so agents can easily access relevant data for each customer.
It allows for more relevant and transparent conversations tailored based on customer behaviour data and the customer's journey with the brand. Some of the popular Service providers for video chat personalization: VidyoEngage for Genesys, Acquire.io video chat, Reve Chat live video chat
2) Social media personalization
As customers continue to engage with brands across more and more channels, it becomes increasingly crucial for businesses to provide a consistent, personalized experience across all touchpoints.
Social media offers a unique opportunity for retailers to collect data about customers' interests and preferences to create a personalized experience on other channels. Types of personalization in social media:
Personalized videos: Video content is the most used type of content on social media, and brands are taking it a step further by creating personalized videos. For example, brands can collect data from their Facebook fan profiles and use age, location and interest data to plan an engaging video for their fans.
Personalization in social media retargeting campaigns: You can retarget customers who have visited your blog or website and added a product to the shopping cart but didn't complete the transaction. It can be done by sending personalized messages, showing dynamic ads for the same products or showing ads for additional products after they purchase.
Example: Instagram Ads, Facebook Ads, Youtube Ads
3) In-store personalization
Are you aware shoppers are willing to pay upto 16% for personalized shopping experiences? A retail store needs detailed customer data to personalize each customer's shopping experience.
1. Name
2. Address
3. Email
4. Age
5. Phone number
6. Birthday
7. How they hear about your store (Mention channel)
8. Product shopping history
9. Customer preferred products
The customer data is sourced from online channels and synced in the in-store systems so customer details can be tracked, analyzed and used for sharing customized offers and reward points to the customer, boosting in-store footfall. Some valuable strategies for in-store personalization are:
POS Integration: One helpful strategy for in-store personalization is ensuring that your POS system is integrated with your omnichannel solution. This way, you can provide a seamless personalization experience for online and offline interactions. Examples of POS integration software: Square, Vend, Clover
Clienteling: Retail clienteling allows businesses to keep track of purchases, giving in-store associates the power to identify customer preferences and the most loyal customers. If you want to take your customer relationships to a new level, Fynd Store's new clienteling solution can help.
The solution captures data points from past purchases and encrypts all data for privacy. With its all-new clienteling solution, Fynd Store will now enable you to browse through a customer profile and help you decipher what sparks their interests. It’s a great way to delight your customer's needs, wants, likes and dislikes but also helps upsell and expand basket size.
4) Contact centre personalization
Customers are happier and more responsive if the call centre representatives pick up their call and greet them by their name, last call details and discussion. The process involves using multiple channels, like telephony and chat, and making sure that the resolution an agent provides is stored on a unified timeline.
This way, any agent- human or bot- has access to the information they need to make informed decisions about future resolutions for each customer. Such a unique personalization strategy can help manage time for both the customers and business and increase the business response time, making it faster and quicker.
5) Email & web personalization
Email and web personalization can quickly implement omnichannel strategies operating in the service space today. Email personalization can include delivering product information or content similar to what the customer had ordered or enquired about from your website, as well as transactional details and service-related updates.
Best examples of email personalization software: Mailchimp, Lemlist, Dynamic Yield. Web personalization can involve sending customized chat messages as soon as a returning customer starts the chat. The chat can be related to the last purchase or interaction of the customer.
Such a unique email or web personalization experience offers customers a unified experience across all platforms and ensures consistent information they are most likely to consume based on previous engagement. Best examples of web personalization software: Proof, Hubspot, Google Optimize
Conclusion
This article explored ways to improve omnichannel personalization for retail brands. Using the latest technologies across channels, brands can create a personalized experience for customers everywhere.
There are countless advantages of providing a unique experience for each individual customer, ranging from increased engagement, customer loyalty, more sales and referrals. Book a demo with one of our experts to learn more about how you can enhance & execute omnichannel personalization for retail brands.
