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Personalization Starts with Customer Avatar Identification

Nov 11, 2021

Today’s consumers expect more from the brands they choose to let into their lives. They want relevant, meaningful experiences delivered anytime, anywhere they want to interact. Essentially, they want to be known. They want brands to actually “get them.” That’s why 84 percent of consumers think being treated like a person, not a number, is very important to winning their business.

Ideally, every brand wants to create an unbreakable bond with customers. This bond is built on delivering authentic and seamless interactions that meet customer needs over time. It requires a direct and known relationship with consumers throughout their entire brand journey. Creating a more personalized shopping experience is one of the highest priorities retailers are facing, and the first step towards that personalization is customer identification. 

Without early identification of the customer, retailers miss critical engagement opportunities which can increase sales and deliver an enhanced customer experience. Even more concerning is that 20% of retailers still have no ability to identify their customers in the store, even at checkout, which eliminates any opportunities for improving the post-purchase experience or customer loyalty.

As you begin to identify your various customer avatars and have adjusted your strategy, you will be able to adhere to the law of diminishing returns! Every aspect of the shopping journey can be adjusted to meet your customer avatar needs, and with the right technology can be available to staff in a single view. You’ll be able to know a customer’s preferences, buying history, sentiment, previous interactions with the brand, status of their orders, even their preferred channels of communication. You’ll no longer be interacting with Customer #45634, but with a valued human being who feels heard and appreciated.

BOTTOM LINE: 

A DTC strategy is essential because it benefits both consumers and brands – when executed well. Brands are able to collect an ever-increasing amount of data about what their customers want and respond to. With real-time access to this data, brands can push personalized offers to shoppers on the channels they prefer and at times when they are most receptive.

This ability to personalize the shopper experience improves the customer experience as shoppers develop a closer relationship with the brand, and even increases the chances of long-term retention.

A one-size-fits-all approach simply doesn’t work in retail. DTC brands must enable a single view of the consumer to deliver personalized shopping experiences. They’re able to accomplish this and drive DTC success by effectively harnessing data and feedback.

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