The Position-less Marketer is fueled to deliver hyper-personalized experiences online at the speed of a consumer’s interaction with the brand.
The allure of a personalized shopping experience is undeniable.
You walk into your favorite clothing store in search of the perfect outfit. Unsure of what to choose, a personal shopper comes up to you. They know exactly what would work, because you’ve told them about your past purchases, current preferences, and budget.
They take you by the hand, show you all the options, and – voilà! You’re all set.
When it comes to outstanding customer experiences, face-to-face personalization works like magic.
The science behind the magic
Personalized attention inspires loyalty, higher spending and revenues.
This has been verified in a recent report by Deloitte, in which surveyed consumers confirmed that they spend 37% more than intended when the shopping experience is personalized.
The report also revealed that brands with advanced personalization capabilities are 48% more likely to exceed revenue goals, at a 9.9% average above target in 2023.
The good news is that today, brands can replicate the in-store personal shopper experience online very effectively and reap all the benefits.
Marketers are already interacting with the deft and care of a personal shopper. Today they are fueled to deliver hyper-personalized, relevant customer messages and experiences at the speed of a consumer’s interaction with the brand.
With the backbone of a robust Customer-Led Marketing platform part of the science behind the magic is AI-enabled marketing and generative AI (genAI), which empower marketers to do the following:
- Gain strategic insights.
- Automate high-performing campaigns.
- Personalize experiences at scale.
- Enable the Position-Less Marketer.
The personalized shopping experience, enhanced by AI
In the case of the customer shopping for the perfect outfit, here’s how a Customer-Led Marketing Platform enhanced by AI-automation and genAI ensures a seamless, personalized relevant shopping experience from start to finish:
Rich customer data integration:
As soon as a shopper visits an online store, the platform’s customer data platform (CDP) integrates historical data, browsing behavior, and preferences. It knows the customer’s favorite brands and shopping habits, like buying during sales.
AI-led journey orchestration
AI predicts preferences and likely next steps. It personalizes website content to highlight outfits that match the customer’s style and suggests new arrivals from favorite brands.
Personalized marketing campaigns
The customer receives an email with a curated selection of outfits similar to their past purchases, along with a special discount to encourage exploring the new collection.
Multichannel integration
While browsing, a personalized SMS is sent as a reminder of the special discount, ensuring the offer is not missed, whether being checked via email or phone.
Real-time decision making
If the customer adds an outfit to their cart but hesitates, the platform triggers a real-time action, offering free shipping if they complete a purchase within the next hour.
Journey mapping and automation
If the customer leaves the website without buying, the platform sends a follow-up email as a reminder of the items left in the cart and an additional incentive to complete the purchase.
Actionable insights and reporting
Post-purchase, the platform analyzes their behavior and campaign effectiveness, refining future strategies to continually meet and anticipate each customer’s personal preferences.
Statistically credible multitouch attribution
The platform tracks every interaction with the brand, from initial email to final purchase, helping the retailer understand the most effective touchpoints.
Customer-led approach
Throughout the customer’s journey, the platform keeps preferences at the forefront, ensuring all marketing efforts are tailored to the customer’s unique tastes and shopping habits, creating a personalized and fantastic shopping experience.
In essence, the platform orchestrates every step of the journey, providing personalized recommendations, timely offers and seamless communication across all channels, enhancing the shopping experience and driving loyalty and satisfaction.
AI personalizing communications at scale
Further, AI enables marketers to coordinate and synchronize hundreds of thousands of customer interactions all at once seamlessly and automatically.
These can be executed across multiple channels, including text, push notifications, and email. And when the content is dynamic, the communication can be automatically populated with messages that are tailored to the specific segment or customer.
AI enabling the Position-Less Marketer
By streamlining, automating and elevating so many marketing tasks, AI has paved the way for Position-less Marketers.
Position-less Marketers go beyond typically siloed functions, such as brand manager, content creator, and digital marketer.
Instead, they do the following:
- Transcend traditional role definitions.
- Embrace versatility with a diverse skill set.
- Easily adapt to varying tasks.
- Prioritize collaboration with multiple teams.
- Leverage data to inform strategies.
As a result, Position-less Marketers can move with speed, deft and accuracy to create deep personal connections with customers. For marketers, they are super-powered to meet evolving consumer needs in real-time, thus delivering highly personalized shopping experiences.
In conclusion
Position-less marketers deliver magical personal shopper experiences to their customers online and at-scale. It’s no longer magic – it’s today’s reality: personalized digital shopping experiences at the speed of a customer’s interaction with the brand.
The post Position-less Marketers Empowered to Bring the ‘Personal Shopper’ Touch to Online appeared first on MarTech.
About the author
Optimove is the first Customer-Led Marketing Platform ensuring marketing always starts with the customer instead of a campaign or product. Customer-led marketing has been proven to deliver brands an average increase of 33% in customer lifetime value. It is the only customer-led marketing platform powered by 1) rich historical, real-time, and predictive customer data, 2) AI-led multichannel journey orchestration, and 3) statistically credible multitouch attribution of every marketing action. In Gartner’s 2023 Magic Quadrant for Multichannel Marketing Hubs, Optimove was highest in execution/furthest in vision among Challengers. In Gartner’s companion report, it ranked #1 Multichannel Marketing Journey Orchestration.
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