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According to the Oxford Dictionary, personalization is defined as the action of designing or producing something to meet someone’s individual requirements. It is a great way to increase repeat sales by customizing each individual experience to a customer’s wants and needs.
Digital marketers see this and responded by increasing their efforts to make every interaction personalized. Florists can use this to customize what their customers see. They can also base their online experience on past sales.
In this article, personalization is examined and ways to achieve personalization are included.
Why is Personalization Needed?
Customers desire personalization in brands. They are willing to share their personal data in order to have an individual experience and they are ready to jump ship if they do not get what they want.
A study done by Accenture discovered that 41 percent of customers switched companies because of a lack of personalization. This cost companies an estimated $756 billion. On the other hand, 43 percent were more likely to buy from companies that personalized experiences. It should be noted that they were only willing to have personalized interactions if their information was protected.
Personalization makes it easier for customers to find items that they’d like. By implementing this system, florists can improve sales and revenue. Without it, they are missing out on repeat customers.
Florists can benefit greatly from personalization. They can gain a large amount of customer data through interactions. This gives them information that they might not get through a traditional marketing campaign. Florists can use this data to understand who their audience is and how to sell products to them.
Using personalization also helps create loyal customers. By meeting their needs, customers believe the company cares about them. That makes it more likely that they will return to buy more products. Personalization can help floral shops improve and adapt their marketing strategy to their customers.
Personalization Versus Customization
Many people believe that personalization and customization are the same thing. However, that is not true. It is important to know the difference so personalization can be implemented correctly. Personalization happens when qualitative data is collected about the users. An individualized marketing experience is then created. An example of this would be YouTube’s recommendation system. Based on a user’s activity on the site, videos like what they’ve watched appear in the recommended section.
Customization allows users to create what products they want. Instead of having pre-made items recommended, the customer can pick and choose the colors, fabrics and more. They are essentially given a template and can change things to fit their interests. Be sure to know the difference between the two when trying new strategies.
How to Implement Personalization?
There are multiple ways to implement personalization. Here are a few examples:
Offer first-time visitors an exclusive offer.
- First-time users need an incentive to stay on sites. A good one is to offer exclusive discounts or prizes. People are more likely to sign up if they get 20 percent off on their first order or if they get a free item at checkout. Being able to pick out first-time visitors and entice them will increase the likelihood of them returning. It is also the beginning of personalizing their experiences.
Personalize recommendations during checkout.
- Based on what customers are looking at, florists can even personalize the checkout. Have a section that offers recommended products that are similar to what they are buying. If customers are buying roses, then have a section of different rose arrangements. Not only can customers look at items that they may want, they don’t have to search for anything. Also, they’ll feel like they are being looked after. The result is an increased average order value.
Present identity-based campaigns.
- To create these campaigns, customers will have to first self-select into sections. After florists collect the data, they can create personalized messaging. This includes location-based emails, offering certain items and more.
People want to be catered to. They enjoy individuality, especially when it comes to commerce. By incorporating personalization into your digital marketing strategy, there is a higher chance that customers will return to your shop. Try putting together strategies that combine personalization and digital marketing. You may be pleasantly surprised at what will happen.
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