Personalisation: The Blueprint for Revolutionising Customer-Retailer Dynamics
RetailZoom
Using statistical analysis and data visualisation techniques we extract the maximum value from big data in your business
What is Personalisation?
Personalisation is like having a shopping buddy who knows exactly what you need and want. Imagine walking into a store, and the staff already knows your favourite products and brands. In retail, personalisation means creating special messages and offers that are just for you. This makes shopping more enjoyable and helps stores ensure you get exactly what you want.
Why is Personalisation Important?
When retailers understand your preferences, they can provide you with the best experience every time you visit. This is important because when you feel special and understood, you are more likely to return. For retailers, this means happier customers and more sales. It’s a win-win situation where everyone gets what they need.
?How Does Personalisation Work?
Personalisation uses advanced tools to learn about what you like by analysing your past shopping habits and preferences. These tools help stores create offers and tailor messages for you. So, instead of receiving the same advertisement as everyone else, you get something that truly matters to you.
Artemis: The Personal Touch
RetailZoom has created a special platform called "Artemis" that helps stores enhance the shopping experience for everyone. Imagine Artemis as an intelligent assistant who uses information about what people like to make their shopping experience extra special. By understanding what each customer loves, Artemis helps retailers send personalised messages and offers that make people feel valued and understood.
The reason RetailZoom developed Artemis was to help retailers move away from generic marketing approaches. Instead of sending the same message to everyone, Artemis allows retailers to tailor their communications, ensuring each customer gets exactly what they need. This not only makes shopping more enjoyable for customers but also helps stores build strong, lasting relationships with their customers. With Artemis, stores can create moments that matter, ensuring every visit is personalised for each shopper.
?Artemis in Action
A leading European retail chain with over 400 stores requested a comprehensive set of data analytics and a system enabling them to create and send personalised communication to each client. After evaluating several options, RetailZoom was selected as the preferred partner.
Headquartered in Cyprus, RetailZoom is recognised for its expertise in the development of custom data analytics tools, operating in 21 countries with a team of over 500 dedicated experts. By leveraging advanced analytics and personalised communication strategies, RetailZoom is transforming how businesses engage with their customers, creating a blueprint for retail success.
RetailZoom has invested more than 100,000 hours in developing cutting-edge solutions like the "Artemis" platform. This powerful tool uses advanced data analysis to understand customer preferences and recommend the best products for them.
Business Case
A major retailer with over 2 million loyalty cardholders wanted to engage personally with each customer weekly.
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Project Goal
The aim was to make every customer feel valued and appreciated while simultaneously boosting sales by increasing basket sizes. This approach was seen as a mutually beneficial relationship, where both the customer and retailer benefit from their interactions. By investing in these relationships, the retailer hoped to not only enhance loyalty among existing customers but also cultivate loyalty with new customers entering their stores.
Challenges Faced
Approach
The success of Artemis relied on acknowledging that each customer is unique. Understanding individual needs and preferences was crucial. To achieve this, data was consolidated, and customers were segmented based on purchasing patterns to find the best fit for each.
The retailer's customer database was validated using scripts to ensure emails were reachable, enhancing communication effectiveness. A new procedure was implemented to ensure that customers with multiple cards were treated as family cardholders, streamlining communications.
Artemis-CRM platform recommended the optimal products for each customer, personalising the shopping experience. A campaign tracker was developed in a BI tool to display campaign effectiveness. An algorithm was implemented to measure sales uplift, and a test versus control method was used to define sales cut-off points.
Results
Millions of emails were sent to customers. Each email was personalised with product recommendations tailored to individual preferences.
The campaign's effectiveness was evaluated using the campaign tracker, and the results exceeded expectations.
Highlights include a 25% redemption rate for customers who received and opened the emails. Over a period of 10 weeks, customers who purchased recommended products experienced a 7%-9% sales uplift, in addition to their average weekly spending.
Communicating with customers in their "language of needs" is more effective than traditional promotions. By understanding and addressing their unique preferences, retailers can build loyalty not only to the store but to the brand as a whole.
?Food for Thought
When a customer enters your store, they are honouring you as a retailer. The moment a customer subscribes to a loyalty card, you have the opportunity to build a lifelong relationship with them. Customers are the soul of the business, and communicating in their purchasing language positively impacts loyalty levels and boosts sales.
To learn more about successful use cases and how personalisation can transform your business, don't hesitate to email us at [email protected]