Personalization is a critical aspect of marketing for direct-to-consumer retail businesses. In today's digital age, consumers expect messaging to be relevant and personalized to their interests, and they are increasingly frustrated when it is not. In many cases, that frustration leads to churn. This is not just a passing trend, as research has backed the importance of personalization in marketing outreach.
Ultimately, this research shows that personalization drives three areas that all marketers should be focused on: retention, value, and optimization.
Retention
According to a study by Epsilon, a whopping 80% of consumers are more likely to do business with a company that offers personalized experiences. Furthermore, a survey conducted by Salesforce found that over half of consumers, or 52%, are likely to switch brands if a company doesn't personalize their communications with them.
It’s no longer enough to rely on brand loyalty. If you’re not personalizing communications to your customers, they’re going to leave you, because someone else will.
Value
Personalization does more than just help retain existing customers; it influences their transactions. A report by McKinsey & Company found that personalization can result in a 5-15% increase in revenue. Additionally, a study by Segment showed that 44% of consumers are more likely to become repeat buyers after experiencing personalized shopping with a retailer.
For this reason, personalization is working for marketers in two directions at the same time. It’s helps to retain existing customers while also making those customers more valuable.
Optimization
When it comes to how leading D2C brands are personalizing, it all comes down to data. Top-performing brands are investing in collecting first-party data to understand consumer preferences and behavior. Then, they’re leveraging this data to create personalized experiences that resonate with individual consumers.
It’s not good enough to do this in a silo, though. The most successful marketers are including personalization in all channels, including social media, email, offline experiences, and customer service interactions. By doing this, they’re effectively optimizing these channels to get the most out of their investment across the board.
Ultimately, businesses that prioritize personalization are better equipped to attract and retain customers in today's competitive digital landscape. With the use of data and targeted messaging, personalized experiences can increase revenue, improve customer satisfaction, and ultimately allow marketers to get the most out of all marketing channels.