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Omnichannel Marketing Mastery: 4 Brands That Have Perfected Personalization

omnichannel-marketing-mastery:-4-brands-that-have-perfected-personalization
Omnichannel Marketing Mastery: 4 Brands That Have Perfected Personalization

Increasing customer expectations seem to be the only constant for modern marketers. To combat this, brands across the globe are harnessing the power of omnichannel personalization to reach their audiences with the right message, in the right place, and at the right time. 

Our 2023 digital festival, Power to the Marketer, championed this approach, bringing together industry leaders and market innovators to share their experiences from the frontlines of omnichannel personalization. 

In this blog post, we’re taking a look at some of our favorite moments from the festival, sharing key learnings from four brands that have mastered the art and science of engaging their customers with relevant, personalized experiences:

  • Adore Beauty
  • Booktopia 
  • Feel Good Contacts
  • Reformation

Let’s dig into what these leading-edge brands have to say, unpack their insights, and see how they overcome core challenges to unlock the true power of personalized omnichannel marketing.

1. Adore Beauty Uses A/B Testing to Improve Audience Segmentation and Personalization

Key takeaways for marketers:

Adore Beauty’s methodical approach to A/B testing serves as a valuable model for marketers aiming to enhance their personalization efforts and achieve greater impact in their campaigns.

  • Continuous A/B testing is crucial for refining personalization strategies.
  • Setting clear benchmarks helps identify and improve underperforming campaigns.
  • Dynamic content enhances customer engagement through tailored experiences.

A leader in the beauty industry, Adore Beauty is no stranger to A/B testing. Impressively, they’ve conducted over 188 A/B tests in the last financial year, with a focus on fine-tuning their audience segmentation to deliver more personalized experiences. 

By setting benchmarks for campaign performance, Adore Beauty quickly identifies underperformers that need optimization, ensuring that only the most impactful messages reach their audience.

One of the keys to their success is the use of dynamic content blocks, ensuring that each piece of content is not only relevant but tailored to individual customer preferences. This approach has significantly enhanced the effectiveness of their marketing campaigns, demonstrating the power of personalized content in driving engagement and loyalty.

2. Booktopia Takes Personalization Beyond First Names in Subject Lines

Key takeaways for marketers:

Booktopia’s approach to personalization showcases the power of moving beyond traditional tactics to create deeply engaging, customer-centric communications that resonate on a personal level.

  • Advance beyond basic personalization: True personalization is about more than using a customer’s name. It involves understanding and acting upon individual preferences and behaviors.
  • Leverage detailed segmentation: Tailor communications based on detailed insights into customer interests and how frequently they wish to be contacted.
  • Adopt an omnichannel perspective: Seamless personalization across all channels enhances customer experience and engagement.

Gone are the days when adding a first name to an email subject line was the pinnacle of personalization. Booktopia, a leader in the online book retail world, is taking email marketing personalization to new heights, proving that genuine engagement comes from a true understanding of what makes each of your customers unique. 

With a keen eye on the limitations of conventional personalization techniques, Booktopia leverages advanced conditional content and customer segmentation strategies. The aim of this is not just to communicate but to connect, transforming every email from a simple message into a personalized reading adventure tailored to each recipient’s interests.

Central to Booktopia’s strategy is an unwavering commitment to an omnichannel approach, ensuring that the customer’s experience is cohesive and empowering across all platforms. By doing so, Booktopia not only acknowledges but celebrates the diverse ways in which their readers choose to engage with content.

Key takeaways for marketers:

FeelGoodContacts’ success with personalized checkout experiences underscores the importance of thoughtful, customer-centric upselling strategies. By focusing on providing value and understanding the unique needs of each customer, brands can not only boost their AOV, but also strengthen customer relationships and loyalty.

  • Understand your customer: Deep insights into customer habits and preferences are crucial for effective upselling.
  • Tailor the experience: Personalized recommendations at the checkout can significantly increase AOV by aligning with the customer’s specific needs and lifestyle.
  • Showcase complementary products: Use data-driven insights to suggest additional items that enhance the customer’s choice, adding value to their purchase.

Feel Good Contacts has mastered the art of the checkout upsell by meticulously tailoring the shopping experience to match the unique needs of each customer. Recognizing that a one-size-fits-all approach falls short of the mark, they delve into the specifics of their customers’ lifestyles to offer upsells that are not just relevant, but irresistible.

For example, a contact lens wearer is likely to appreciate the convenience of having a spare pair of glasses, while someone who primarily wears glasses might be interested in contact lenses for sports or other activities. Feel Good Contacts capitalizes on these insights, suggesting complementary products customers might find useful.

This strategy is brought to life on their website, where customers adding contact lenses to their basket are gently prompted with the fact that other customers also bought glasses, and vice versa. This not only personalizes the shopping experience but also demonstrates an understanding of the customer’s lifestyle and needs.

4. Reformation Uses Connected Data to Crush their Marketing Goals

Key takeaways for marketers:

Reformation’s innovative use of connected data to personalize customer experiences showcases the power of leveraging underutilized information to meet marketing goals. By making the shopping experience more relevant and engaging, Reformation not only boosts sales but also enhances customer satisfaction and loyalty.

  • Leverage unused assets: Utilize data on unused gift card balances to drive engagement and sales without additional acquisition costs.
  • Incorporate subtle reminders: Blend reminders into broader marketing efforts to avoid over-communication while still driving action.
  • Create a personalized online experience: Use connected data to offer a highly personalized web experience, reinforcing the value of personalization in driving conversions.

Renowned for its eco-friendly approach to fashion, Reformation is leveraging connected data to transform their marketing strategies and significantly enhance customer engagement. 

Recognizing that, like many of us, their customers have gift cards with remaining balances of which they’re unaware, Reformation saw an opportunity to gently nudge these customers towards making a purchase. 

However, the challenge was to do this without being overly repetitive or intrusive. 

The solution? Integrating these reminders seamlessly into their broader marketing campaigns to create a subtle yet effective omnichannel experience that nudges customers towards purchasing.

Collaborating with Emarsys, Reformation developed a system to personalize campaign content based on individual customer data, including gift card balances. 

This approach allows for tailored messages that not only remind customers of their unused credit but also suggest relevant products they might be interested in. When customers engage with these campaigns, they are greeted with a customized web experience that highlights their gift card pin and balance, making the shopping process as smooth and enticing as possible.

This article originally appeared on Emarsys and is available here for further discovery.
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