{"id":2765,"date":"2015-01-06T17:16:11","date_gmt":"2015-01-06T17:16:11","guid":{"rendered":"http:\/\/staging.oddbee.com\/canopy-labs\/?p=2765"},"modified":"2018-06-14T12:52:10","modified_gmt":"2018-06-14T16:52:10","slug":"personalization-more-than-just-dear-first-name","status":"publish","type":"post","link":"http:\/\/staging.oddbee.com\/canopy-labs\/personalization-more-than-just-dear-first-name\/","title":{"rendered":"Personalization Is More Than Just %%Dear First_Name%%"},"content":{"rendered":"

According to Econsultancy<\/a>, 94% of businesses now recognize that personalization is “critical to their current and future success”. Here at Canopy, we’re excited to hear\u00a0the idea of personalization being embraced by more and more businesses. But what exactly do most marketers\u00a0mean when they talk about implementing personalization – and is it going far enough to achieve their business goals?<\/p>\n

Indeed, personalization is more than just writing ‘Dear %%First_Name%%’ or customizing a few text fields. Real personalization involves tailoring the content that your customers receive, and the sort of products or services that are suggested specifically for them. When done right, personalization not only recognizes\u00a0that there is an individual behind\u00a0every email and website click, but ensures that their experience is catered\u00a0to their interests and respects\u00a0their time.<\/p>\n

By this much more nuanced measure, some 56% of companies admit that they are not currently personalizing on-site experiences, and only 4% considered their own customer experience to be “very personalized”.<\/p>\n

Truly Understanding the Digital\u00a0Consumer<\/h2>\n

To achieve true digital personalization, businesses need a more thorough picture of their\u00a0customers from the very beginning. This means\u00a0knowing what your individual customers have purchased in the past, which email messages they are likely\u00a0to open, what days they like their emails sent, and which products they’re browsing on your website. To get\u00a0even\u00a0more advanced\u00a0in our understanding, it’s about knowing how much each customer is likely to spend this season, or whether they prefer to make one big purchase a year, or\u00a0smaller\u00a0orders\u00a0every week. Ultimately, it’s about predicting\u00a0when customers are likely to purchase again, and offering them just the right item at the right time – whether the product is an upgrade from a past purchase, a replacement item, or something else altogether.<\/p>\n

In a sense, digital personalization is\u00a0about getting us closer to Gary Vaynerchuk’s vision<\/a> of\u00a0online businesses playing by “small town rules” – or in other words, harkening\u00a0back to a time when customers frequented\u00a0their local neighborhood stores, where owners knew their customers by first name, remembered\u00a0their go-to products and brands, and could recommend new items\u00a0they were certain the customer\u00a0would enjoy.<\/p>\n

No Longer Just a Nice-to-Have<\/h2>\n

Personalization is no longer just a luxury or “nice to have” for businesses\u00a0–\u00a0today’s online consumers increasingly\u00a0expect and demand a personalized shopping\u00a0experience for themselves. A 2013 study by Janrain<\/a>\u00a0found that 74% of online consumers would be frustrated if a website’s content (such as offers or promotions) wasn’t personalized to match\u00a0their own interests. Similarly, another study found that 56% of shoppers<\/a> would be more likely to return to a website if it offered recommended products customized to them.<\/p>\n

What’s more, personalization is already a tried and true success story, from Amazon to Target to Netflix. Amazon\u00a0estimates that more\u00a0than\u00a035% of its revenue<\/a>\u00a0comes personalization since as early as 2006. Businesses owe it to their customers to offer a truly\u00a0personalized online shopping experience; to get us closer to the “small town” rules, to better understand the customer’s wants and needs, and to offer them products curated to match their spending habits and preferences. That’s real customer service. And after all – what makes good customer service, ultimately makes for good business.<\/p>\n","protected":false},"excerpt":{"rendered":"

According to Econsultancy, 94% of businesses now recognize that personalization is “critical to their current and future success”. Here at Canopy, we’re excited to hear\u00a0the idea of personalization being embraced by more and more businesses. But what exactly do most marketers\u00a0mean when they talk about implementing personalization – and is it going far enough to […]<\/p>\n","protected":false},"author":3,"featured_media":6328,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[40,35],"_links":{"self":[{"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts\/2765"}],"collection":[{"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/comments?post=2765"}],"version-history":[{"count":3,"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts\/2765\/revisions"}],"predecessor-version":[{"id":6329,"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/posts\/2765\/revisions\/6329"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/media\/6328"}],"wp:attachment":[{"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/media?parent=2765"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/staging.oddbee.com\/canopy-labs\/wp-json\/wp\/v2\/categories?post=2765"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}