When it comes to building an effective promotional strategy, personalisation is a tried-and-tested way to make discounts more appealing to your customers. Customers love the convenience of being served offers and discounts served to them based on their individual preferences. You don't have to take our word for it - in 2018, Harvard Business Review revealedthat although people want to keep their information secure online, they still value personalized and meaningful marketing experience.
With the development of customer management tools and platforms, it's now possible for businesses to personalise promotions and discounts to a level they never were able to before. All the available data makes it easier for brands to know their customer's daily habits leading to precise, personalised promotions.
Sometimes, it can be too precise. There was a public incident in 2012, when an angry father marched into a Target store in Minnesota. He demanded to know why his teenage daughter was receiving coupons for baby products. Unbeknown to him and even his daughter, she was, in fact, pregnant. Target's analytics tool started making suggestions based on the change in this girl's product preferences, which was caused by her pregnancy. This is the dark magic of personalised offers and customer data tracking in action.
The merchant had so much online data that it could predict her pregnancy before even she herself knew about it, thus sending her personalised promotions in that category!
But how do you implement personalised promotions without being too annoying or causing uncomfortable family meetings?
In this article, we'll take a closer look at how other retailers have done it!
But first, what are personalised discounts?
Personalisation includes anything that you do to tailor the customer experience for individuals based on their data, such as demographics or past shopping behaviour. Personalised promotions could include the following:
- Offering personalised discounts for individual customers based on data
- Personalising promotions for key seasons/holidays/events
- Marketing same promotions but in a tailored way
So, how can you put discount personalisation into practice?
Thanks to the tech tools we now have available to us, it's now possible to personalise and target like never before.
Here are some of the most popular personalised promotional tactics:
- Targeting customers with personalised promotions
The most common example of discount personalisation is to target your offers only to select customers with predefined attributes, such as demographics or purchase history. You can do this by creating unique discounts codes that can be redeemed only by customers who meet the specific criteria.
- Creating calendar-driven promotional campaigns
Run seasonal promotions based on local holidays or important occasions and target customers who you think may be interested based on their data. For instance, you could target your Irish customers with a St. Patrick's Day promotion and your American customers with a Thanksgiving discount offer. If you have access to your customers' birthdates, you can also use this data to serve them with an exclusive birthday discount.
- Personalise the rewards they receive as part of your loyalty program
Do you have a loyalty program in place, giving you access to valuable customer data? Use the data from this to serve customers with relevant offers. Shoppers will feel more incentivised to frequent your store if they are served with rewards that they're likely to be interested in, based on their past shopping behaviour.
Some great examples of personalised promotions:
- Snapchat's Bitmoji
In 2016, Snapchat launched an app called Bitmoji, which allows users to design cartoonish avatars that can be featured as their Snapchat profile picture and or on the Snap Map, if permitted.
Bitmoji Stories appear in a part of the app called "Discover" where, surprise-surprise, all the branded content, and advertisements are! Snapchat found a terrific way to bring people to this particular area of the app - even if they aren't interested in seeing branded content! This is a great example of how an app creatively used personalization to bring traffic from one area of its app to another.
Audible has recently launched a great personalised discount in their attempt to bring back users who have previously cancelled their accounts!
After a few months, Audible sends you an email with a personalised message along the lines of: "we miss you!" and offer you a personalised 3-month discount if you sign up!
Following the discount is of course a wide range of audiobooks you have previously added to your wishlist and all their new additions that fit your taste. Simple yet genius.
3. Nail Salons
Most nail salons have implemented simple to execute yet effective discount strategy.
After a specific time frame clients receive an automated message reminding them that they have not treated themselves in a while and giving them a small discount as an encouragement to do so!
This list would not be complete without the famous "Share-a-Coke" ad. The campaign was fun, lighthearted, and reached Coke's core target audience of young Millennials—not to mention it is evergreen. Plus, the personalized name bottles were super shareable and allowed for engagement among peers!
Hubspot tested email opt-in response messages sent from the company against those personalized with account reps' information. The original messages led to a click-through rate of 0.73%. When they were sent from someone on HubSpot's marketing team, the click-through rate increased to 0.96% and generated 292 more clicks.
How to start personalising your promotions
The number one thing you need for effective discount personalisation? Customer data. Promotional personalisation wouldn't be possible without a detailed understanding of your customers.
At OMG, we can offer you access to all the tools you need to tap into your customer data, making it easier for you to personalise promotions based on attributes such as demographics, preferences and past shopping behaviour.
You can also use our tools to target customer segments with customised offers regularly.
Get in touch with us to find out more about joining the OMG network to help your business.