According to Econsultancy, Marketers expect personalisation to be the third most exciting opportunity in five years time (after customer experience and multichannel campaign management). Personalisation is a rewarding strategy, both from the prospective of the business, and your audience. We all know that everyone’s unique – we all like different food, clothes etc. so why would brands ignore this fact and treat us all the same? By personalising products and experience, the customer feels that they are being given something back from the company, and the company is able to encourage loyalty and advocacy.
As the digitally savvy online consumer becomes ever more discerning, it becomes more crucial for marketers to personalise their offering. Here is a selection of our favourite brand and products way of incorporating this idea into their marketing strategy.
Monoprix -- Personalised Packaging
Excuse our French but how Tres Superb is this personalised packaging from French retailer Monoprix?! The store gave shoppers the opportunity to select a type of packaging from thier own label products, to send crazy and fun New Years messages (in the tonality of the brand), anniversarie to family and friends. They customised some of the packaging in store with new years messages and encouraged shoppers to do the same at home through the Facebook app “messages en boites”.
Disney -- Personalised Dolls
The ever-innovative Disney are now selling personalised dolls, allowing girls (or boys of course) to be a princess in toy form. A great example of how technology is allowing personalisation at even higher levels of complexity, as 3D printing introduces the possibility of actually physically creating one-off items.
Pizza Express -- Birthday Marketing
A staggering 95% of the younger generations expect brands to work for their business by offering vouchers or discounts and are unlikely to buy anything without first checking to see if an offer is available. In order to court these young shoppers, sending treats and vouchers to them so they don’t have to search for them shows that you care about retaining their business. The smallest gesture, from a bottle of wine to 50% off a birthday dinner helps to add to the personal touch.
M&M’s -- Personalised Confectionary
M&M’s offer customers the option of designing their own chocolates to create a truly unique gift idea.
Tesco -- Mobile Personalisation
Tesco make the most of personalisation in their mobile marketing in a bid to make the channel more effective and improve the experience for customers
Dressipi -- Personal Shopper
Dressipi allows its users to select their body shape and fashion preferences and then scours the web to find clothes that are right for them.
HP Sauce -- Fathers Day Packaging
HP Sauce offered Facebook friends the chance to win 1 of 100 personalised HP Sauce bottles to celebrate Father’s Day in 2013.
Coca Cola -- Personalised Bottles
Coca Cola used the top 150 names in the UK to create personalised bottles of regular Coke, Diet Coke and Coke Zero, the idea being that you share the bottles with friends and family. The campaign even involved Coke hosting events for those whose name do not appear on the shelves, allowing them to have personalised bottles printed.
L’oreal -- Make-up to suit YOU
Beauty company L’Oréal launched a vending machine installation at the 42nd Street-Bryant Park subway station in New York City that had screens and a full-length mirror that uses cameras and sensors to suggest L’Oreal products to passersby. The machine presents customers with a digital animation of their silhouette and the colors they’re wearing, and asks if they want cosmetics that “match” or “clash.” The machine also tells customers that if they “Love the look? Make it yours” and gives suggestions on cosmetics which the customers can buy via the machine.
Heinz -- Build a Beanie
Heinz ran a Facebook app throughout June 2013 that allowed fans to design and win their very own look-a-like bean. To take part, fans needed to complete a personality test to determine the type of bean they are before being entered into a prize draw. Heinz then selected a winner each day over the entire month. Personalised items provide “money can’t buy’ brand experiences to fans and are key to generating online buzz across its brands.