<img src="https://secure.leadforensics.com/133892.png" alt="" style="display:none;">

Personalisation is changing the way retailers attract, engage and deliver to their customers; the result is smarter, more tailored marketing campaigns and offers that can reach leads more effectively. Now more than ever, customers expect you to know what they want and to keep up with competition, it’s imperative you fulfil their expectations.

Below are our five favourite examples of personalisation in retail and what you can learn from them.

1. Graze

Graze is a company that sells healthy snacks and delivers them to your door each week. When you sign up, you tell them what snacks you’re interested in and they choose a selection for just for you. Once you’ve received the box, you can give them your verdict on whether you liked the snacks or not, which helps them to pick out next week’s.

If you’re struggling with customer dissatisfaction, creating a campaign where your customers are actively involved like Graze could help. Often, when customers aren’t satisfied with their purchases, it’s because they didn’t get what they thought they were being sold.

What you can learn

If your customers have the chance to pick from a variety of different options (particularly if you’re selling similar items), then they’re more likely to be pleased with their purchase. It’s all about giving more power back to your customers.

What you can learn from personalisation in retail

2. Amazon

Most people have heard of the behemoth that is Amazon. As soon as you log in to Amazon, your name appears in the corner and you have the options to add things to your wish lists, browse items, track orders and so on. They even recommend certain products to you based off your browsing history.

Amazon has also worked hard on developing Prime that personalises experiences even more – for example, you can add films and TV shows onto your watch list on Prime Video.

What you can learn

Amazon is a classic example of personalisation in retail because of how well they can engage with their customers. For example, addressing customers by their first name as they shop helps them to feel valued and not one in a huge ocean of other customers. Tailored product recommendations and other prompts also encourage people to come back to shop repeatedly because they feel like their needs are being understood.

Why not start by putting a personalised greeting on your home page so that your customers will feel more welcomed?

What you can learn from personalisation in retail

3. Il Makiage

Il Makiage is a beauty retailer that boasts the best foundation skin match. New customers are asked to fill in a questionnaire about their skin and cosmetic preferences, and Il Makiage picks out a foundation and a shade that they think will suit the customer best.

What’s more, you can even return the product if you’ve used it and are dissatisfied. This is uncommon among retailers that offer personalised products.

What you can learn

Il Makiage is one of the best examples of personalisation in retail as they match specific products to specific customers. People feel understood straight away - something that’s really important in captivating potential leads.

Want to follow in Il Makiage’s footsteps? You could create a quiz or chatbot that can help match customers with the right products. This way, you’ll be able to engage with leads more effectively at the same time as making them feel special.

What you can learn from personalisation in reatial

4. Nordstrom

Nordstrom is a retailer specialising in fashion that uses technology to appeal to their returning customers. When looking at a product, Nordstrom immediately suggests sizes, based on a customer’s purchase history. They have got to know their buyer persona and can deliver specific size recommendations time and time again.

What you can learn

When you deliver personalised recommendations based on purchase history, whether it’s size suggestions like Nordstrom or search results, you’re increasing the likelihood of a sale because you know what might be most interesting to your individual customer.

To perfectly execute this strategy, you’ll need to know your customers and store this information in an effective CRM system. CRMs collect customer data and are great if you have a large customer database.

Why not invest in a CRM so that you can collect and store all your customer data? You’ll then find that making tailored suggestions becomes much easier.

Personalisation in retial

5. Nissan

Car manufacturer Nissan keeps track of every customer purchase and sets up different maintenance milestones for them. When it’s time for the car to be looked at, Nissan sends the customer a personalised email urging them to take care of the car.

What you can learn

Nissan builds their relationship with their customers by sending out these emails. Customers appreciate these personalised reminders - after all, it’s difficult to keep up with your car maintenance when you live a busy life. It also means Nissan is kept at the forefront of their minds when the time comes for car maintenance.

If you sell products that require maintenance, such as electronics, personalised reminders could be a great idea. Even if you don’t, you can still send personalised emails to your customers, filled with tips on how to take care of their items, how to style them, ‘did you know it could do this?’ and so on. You could even send product launches, promotional codes, sales and other business updates - personalised to your customer’s purchase and search histories.

It’s a fantastic way to offer your customers additional value even after their purchase, tailor content to their preferences and keep them coming back to you for more.

Personalisation in retail

Personalisation can transform your retail

We hope you’ve seen how successful personalising your retail can be, but here are our top tips again (in case you missed them):

  • Let customers pick from different options and offer you feedback
  • Use personalised greetings on your website
  • Create quizzes and chatbots to give specific suggestions to specific customers
  • Invest in a CRM to collect customer data
  • Send personalised emails based on their interactions with your brand

These five brands aren’t afraid of going big when it comes to customer engagement. Take the time to get to know yours, because once you’ve built a solid relationship with them, your retail is bound to change for good. New and returning customers will help to generate more products and revenue will boost.

These case studies and our tips are just a few ways in which you can improve your personalisation. Want to keep improving your business and revenue? Download our guide below to find out more.

Learn how to pull off personalisation perfectly

Topics

Discuss this post

Recommended posts

The retail industry – like many others – has experienced rapid transformation over the last few years with solutions such as the Internet of Things (IoT) taking centre stage. IoT has many uses and benefits for retail, including the ability to offer more personalised shopping experiences, increase customer loyalty and satisfaction, boost sales and improve inventory management. It’s estimated that IoT in retail will grow to $94.44 billion through 2025. This increase emphasises how IoT adoption won’t only improve the customer experience directly, but the need for businesses to change the way they do business to meet the demands of today’s connected customer. Using IoT in retail doesn’t only improve the customer experience. It also drives the customer experience by giving businesses the opportunity to gain a better insight into their customer preferences and the opportunity to create a more personalised and interactive ‘shopping’ experience.
Reports estimate that 41% of manufacturing business revenue will be derived from e-commerce websites by 2025 – the digital shift deadline is fast approaching! And the new ‘digitally-oriented customer’ expects a frictionless customer experience that traditional offline operations can no longer satisfy. Despite worries over distribution networks and in-house capacity availability to achieve this without disruption, manufacturers looking to maximise sales and retain customer loyalty for many years to come must diversify by selling directly online. An integrated e-commerce platform can become the ultimate game changer here. It works alongside existing processes and allows businesses to benefit from more wide-reaching digital transformation and business evolution initiatives. I’ve identified four use cases here that show just how an e-commerce platform can benefit manufacturers:
In June 2022, the average conversion rate for eCommerce sites was 1.72%. That means less than two sales in 100 visits! While this is a massive challenge for the entire industry, there are ways to improve it.
What your customers don’t have is more time. So, it’s no wonder self-service on the web is increasing in popularity. With a B2B commerce portal, you can increase sales, offer new services – and at the same time – streamline and reduce costs of customer service.
More and more B2B companies are investing in commerce portals, where they can offer a personalised shopping experience by using digital aids and customer information. However, some companies receive orders by phone and email and close new deals with the help of salespeople in the field.
right-arrow share search phone phone-filled menu filter envelope envelope-filled close checkmark caret-down arrow-up arrow-right arrow-left arrow-down