With manual processes and limited resources, you might think it’s impossible to create Personalization, one-to-one interactions for thousands or even millions of customers. Yet top brands are proving what’s possible with personalization. They count on Artificial intelligence and machine learning , analytics around customer preferences and behaviors, and the ability to reach customers across every channel and device.
Three best practices — unlimited personalized experiences
1. Meet customers where they are.
Customers are constantly moving from device to device and from channel to channel. And they have very different needs along their journeys. With so many moving parts, the only way to deliver highly relevant interactions is to bring together everything you know about them: how they like to communicate, where they like to shop, and what interests they have. Meet them where they are and they’ll have no reason to go anywhere else.
2. Shorten the path to value.
The quickest path to business value starts with knowing what your customers want to accomplish, and then helping them get there. After all, if you help customers reach their own goals — like downloading a piece of content, adding an item to their cart, or making a purchase — they’re much more likely to take actions that help you reach your own.
3. Let Artificial intelligence sweat the Personalization
Artificial intelligence and machine learning won’t take over your job, but they will take on manual tasks so you can focus on your most strategic work. That means making the most of your limited resources to reach every customer on a deeply personal level, no matter how large your audience.
Delivering just-right experiences with testing strategies. Case study
Philips is one of the most respected technology and manufacturing brands in the world. They communicate with customers in 79 markets and 38 languages across multiple channels and devices — including mobile, which accounts for almost 50 percent of their site visitors. To help them better test, manage, and deploy relevant experiences across their global sites, Philips turned to Adobe Target.
By pulling in analytics from across the customer journey, they’re able to continuously improve online experiences based on how customers interact with content. For example, testing and implementing just the right “Buy” buttons on one of their sites helped them increase clicks by more than 20 percent. A slide-in call to action increased newsletter signups by 635 percent. And replacing a carrousel with navigation cards on mobile increased product views by almost 25 percent, and purchases by almost 28 percent.