Case Studies - Personalization Based on User Data
Examples of the most common types of personalization based on user data that websites are implementing following authentication that are important and/or innovative include geo-location targeting, weather sensitive personalization, and sending personalized/targeted emails.
- Reaching possible clients at a more personal level is an effective tactic for changing them into brand loyalists.
- In recent years, personalization has really progressed, and many businesses view it as one of their major methods of driving revenue. According to Smart Insights, personalization such as “visitors who viewed this also viewed” is capable of producing up to 68% of all eCommerce revenue.
- Another survey from Infosys revealed that 86% of consumers agreed that personalization has some influence on their purchasing decisions, while one-quarter of the respondents said that it ‘significantly influences’ them.
- Moreover, around 62% of retailers say that utilizing big data provides them with a major competitive advantage.
- As a result of how fast personalization as a strategy is growing and how significant it is becoming in not only providing companies' a competitive advantage but also revenue, numerous businesses now use their clients data after authentication to develop innovative types of personalization to attract more customers. Putting aside the common/usual videos or products recommendation, personalized results, and suggestions of complementary products, the following are some innovative and important types of personalization:
- Studies show that 61% of clients/consumers prefer offers that are relevant to them. Also, a person's location can be very crucial in determining the kind of offers/ads that are relevant to them.
- Moreover, not only do consumers from separate locations have distinct cultures, some of them also experience different climates among other things.
- Employing geo-location targeting, businesses can create offers and ads for consumers in different regions, cities, and countries based on factors such as the holidays and cultures in their area.
- Through geo-location targeting, a person from New York can view different and offers than someone residing in Los Angeles.
- IP addresses, ZIP codes, phone numbers, and time zones are some data that can be utilized to find the location of a customer and produce a unique experience for them.
- According to OptinMonster, two case studies, one for Skates UK (England), and another for Sportique, show how the companies improved their sales using geo-location targeting.
Weather Sensitive Personalization
- For delivering weather sensitive personalization, companies need to use data based on the client's behavior, demographic data, and purchases, as well as the IP of the device used, among others.
- With this information, a company can be able to comprehend what the client admires or is looking for based on behavior, purchases, etc., as well as their location. Doing this will enable the company to personalize ads or offers that are also weather sensitive.
- Shop Direct is an exceptional example of a business that has administered personalization that is weather sensitive. When its customers are logged in, they are able to observe products based on their prior actions on the site and "promotions are weather-sensitive." What accompanies the weather sensitive promotions are personalized messages. For instance, if the user logged in is named Cindy and it is a chilly day, the personalized text accompanying the offer would read "Cindy, wrap up it's cold out there".
Sending Personalized/targeted emails
- Although some may argue that it is not as innovative as the other two, it is crucial because a smart, targeted email can deliver messages to clients effectively and promptly, attracting them back to the site.
- Companies such as Amazon distribute follow up emails, along with personalized newsletters, to notify shoppers of deals on products they have viewed, which is important because it attracts individuals back to the site to purchase more items.
- A customer of JackRabbit stated that she bought a pair of running shoes and six months later, she received an email reminding her to buy brand-new ones. She told Forbes that although the email was simple to automate on JackRabbit's end, it felt well-timed personal, and it provided her with helpful data to remain healthy.
- A company can target its emails using customer personas as well as behavioral, psychographic, demographic, and transactional data.