Consumers have never had so much choice when it comes to the decision-making process.
Every day, tens of millions of people in the UK have to make decisions. They might be searching for a hotel for the weekend, a new pair of shoes, a new home or car or the latest technology gadget.
Increasingly, the businesses which are succeeding in the battle to win customers are the ones which are doing everything in their power to find, engage, convert and retain their customers.
According to the Chartered Institute of Marketing, 42% of marketers say personalisation is their number one priority for 2017 with 37% saying that data-driven marketing was their key marketing driver.
CIM Chief Executive Chris Daly told the Times Raconteur supplement this week: “If it’s executed well, personalisation can create an upsell or cross-sell opportunity with higher conversion rates and also increase brand loyalty.”
Which business doesn’t want that?
The objective for any marketer should, first and foremost, be to improve their brand’s customer experience and engagement levels. If they get these two fundamentals right, increased revenues and profitability will follow.
One of the other big changes of recent times is that consumers have become far more demanding and discerning in how they are marketed to.
How many of us are frustrated on an almost hourly basis by random, impersonal emails flooding our inbox, telling us about products and opportunities we have no interest in.
In the same Times article, Penny Gillespie of Gartner comments: “What better way to deliver stellar customer experience than to personalise or tailor services and products. Relationships recognise value, time is not wasted, interactions are efficient and customers get the content they are most interested in. This is how personalisation makes consumers care about products, brands and services.”
The article references Marriott International as a hotel brand that has invested considerably in ensuring a consistent, personalised approach to marketing to customers.
Adsertor is achieving some remarkable results through its customer engagement and personalisation work with Eccleston Square boutique hotel in London and the award-winning Northcote Manor in the heart of rural Lancashire.
At the recent Hotel Investment Forum in Berlin, over 2,000 leading hotel and hospitality decision-makers heard about the transformational impact Adsertor has had on clients’ businesses in the sector.
One area we are having a huge impact on is website abandonment. It is believed that almost 77% of customers worldwide abandoned their online shopping basket rather than completing the transaction.
In 2017, this is completely unacceptable.
Adsertor’s technology addresses this fundamental issue head-on, helping our clients re-engage with shoppers who have chosen not to finish their purchase.
We now live in a world of digital disruption in which brands are constantly having to stay at least a couple of steps ahead of their competition to thrive and, sometimes, even survive.
Jeff Bezos, the Founder of Amazon and master of digital disruption, sums today’s business world up neatly when he says: “When people ask me if our customers are loyal, I say absolutely, right up to the second that somebody else offers them a better service.”
If you are one of 42% of marketers who say personalisation is their most pressing priority, it might be time to give Adsertor a call. We might just be the partner you are looking for.