Posted: Monday 8th February 2021 in Retail Strategy.

As online shopping gets even more crowded and new customer behaviours start to stick, retailers and all types of online platforms will feel the need to truly connect with their target audience to win in their online space. This is where digital personalisation comes into play.  

Whether it’s email marketing at its best, or using data to personalise customer journeys, digital personalisation is an opportunity to engage and interact with your consumers. Below are my favourite ways that personalisation is done very well. 

Savage Fenty get personal from the get-go 

If you’ve ever had to go on a bra shopping trip, you will know that it is an absolute minefield. From sizes, styles, colours, sets, there is so much to consider, never mind getting the right fit. But Savage X Fenty makes you feel at ease from the moment you hit their homepage. 

You’re greeted with a ‘get started’ button, that immediately gives you the impression you’re not there just to buy products; you’re there for an experience. To make sure that Savage provides only the best content for you, they take you on a journey through a quiz that asks you about size, styles and much more.  

Client Manager at Summit, Niamh Gamble says “the short quiz (who doesn’t love a quiz?) assesses your style preferences and in next to no time you’re presented with a collection of products to your taste. The hard work has been done for you. Shopping with your feet up. Why aren’t all retailers doing this?” 

Not only do they get to find out which products you are most likely to buy, they have also managed to tap into your personality by asking questions like “what is your flirting style?”, “which set would you most likely wear on a first date?”. This way they can tailor, not just products, but marketing content to you too. And how do you get the results? By giving them your email. Very clever. 

Il Makiage get personal in your inbox 

Similar to Savage x Fenty, make-up brand Il Makiage have taken it into their own hands to make sure that they can tailor their products to your preferences. Online shopping for make-up is not easy, particularly if you are a new customer shopping for a product for the first time– and like bra shopping, trying to find your shade of foundation is equally as confusing. 

Once you have found the perfect product via a personal quiz, they take your email to provide you with the results. And once they’ve got you, they’ve got you good. 

Il Makiage are the perfect example of how email marketing can be done really well. Once they have hooked you in with your perfect foundation match and introduction into the brand, they make sure to let you know they’re still thinking about you. Once you’ve bought products a couple of times, they use this data to remind you when they think it’s time for you to stock up once again. They reference you by name and tell you about other products (and services) that might be suited to you. 

Adidas pushes exclusivity with the “Creators Club” 

After much success in the U.S., Adidas launched an exclusive membership club in the U.K. in 2019, aptly named the “Creators Club”.  Fast forward to 2020 and the membership programme saw much success, equating to 60% of all online sales and a four times sales growth through the app. 

Unsurprisingly, the membership is so popular due to exclusive releases, early access to new products and special discounts. It gives Adidas fans a reason to shop through the website or app, rather than go elsewhere to a marketplace that sells Adidas like Amazon or ASOS. But more importantly, this membership programme offers benefits to Adidas themselves. 

According to The Drum, Adidas’ vice-president of brand activation Europe, Roy Gardner, said that the app allows Adidas to “continually refine our offering and react to what they [the customers] want to see from us. It’s a personalised connection to the best of sport and style with creativity at its heart.” 

The exclusive club allows the brand to see what it is that their customers love and react accordingly, allowing them to home in on the most focused digital personalisation. 

Three customers get access to Three stores online, with ‘Three Store Now’ 

You may be thinking that automated personalisation requires deep pockets and robust data, but that doesn’t mean that you can’t get personalised results with your customers in other ways. 

Three are using their stores as a way to connect with their customers digitally – which has been particularly useful and a wonderful response to the Covid-19 pandemic. A service called ‘Three Store Now’ allows customers to chat to a real-life store assistant, who can answer all of their queries, take them around the store and send pictures and videos of products, all from the comfort of their own home. 

As part of their digital transformation strategy, Three are using these technical capabilities to provide a seamless experience for their customers. Client Manager at Summit, Steffen Hagavei, says “this service is a really useful way for Three customers to connect with the brand directly and brings a much-needed personal touch to the online journey.” Buying a phone or new contract can be a daunting experience, so the digital aspect of talking to a sales assistant as though you would in person is a very positive one.  

Specsavers get personal with their customers in a whole other way 

Getting personal with your customers doesn’t always mean automated quizzes to provide results or recommended products. In 2021, it’s likely that digital personalisation is going to mean a lot of different things as retailers move into unfamiliar territory and, very likely, recovery mode. 

In response to the Covid-19 pandemic, Specsavers had to dramatically alter their online presence, introducing a new e-commerce journey and focusing on their online social channels to connect with customers.  

Specsavers were only open for urgent and essential care during the height of the pandemic but still wanted to have a connection online with their whole customer base. They did this by sharing “Lockdown stories” from real-life customers who they have helped, alongside information pages, such as the supporting our communities page, to be completely transparent with customers about the services they have provided over the last year. This comes complete with various options of how Specsavers can help you, including a “RemoteCare” service where a specialist can talk to you over the phone or via a video call to get personalised results. 

These new ways of interaction were introduced in response to a pandemic, but I would not be surprised if certain services remained in a post-pandemic world due to their ease and level of personal connection with the customer without having to leave their home. 

Knowing exactly what it is that your customers want, from products, services to preferred method of shopping, will be the best way to secure a strong presence in a predominately online world. If you want to learn more about how Summit can help you understand your customer, get in touch at [email protected] to find out how our customer insight experts can help you today.