1、your customer in focus. personalisation: beyond a name creating connected customer experiences: the modern personalisation landscape An Eagle Eye Industry Report November 2017 Introduction Introduction 01 Key Findings 02 Personalisation: The Evolution 03 Powering Up Personalised Marketing 03 Persona

2、lisation Through The Ages 04 Channelling Success Enabling Digital 07 Channel Preference 07 From Facebook to Footfall 08 The Generation Game Millennial Marketing 13 Getting to Know Millennials 13 Optimising Offers Stay Relevant 05 Relevance At Its Best 05 Brand Loyalty Vs. Timely Temptations 06 Influ

3、encing Purchase Behaviour 06 Loyalty Isnt Dead 06 Creating Convenience Forecasting Customer Behaviour 09 Right Here, Right Now 1 1 The Modern Customer 1 1 Convenience Beyond Delivery 12 A Sparkling Example 12 Conclusion Key Takeaways 14 A Word from Tim 16 Personalisation: Beyond a Name Its no secret

4、 that we are all individuals with different thoughts, interests, habits and preferences. While our diverse make-up keeps things interesting, it poses a real stumbling block for businesses; if customers are all different, how can we possibly appeal to everyone? How can we deploy offers and campaigns

5、to increase our market share and effectively drive spend and frequency? With a one size fits all strategy, the answer is that we cant. This reality is driving businesses to change, with 42% of marketers naming personalised marketing as a top priority in 20171. Its hardly surprising considering the b

6、enefits it brings; brands that create personalised experiences are seeing revenue increase by 6-10%2, up to three times faster than those who do not. Our personalised marketing research finds that taking a personalised approach to when, where and how businesses offer promotions to their customers ha

7、s a huge impact on the success of their campaign. 1 Chartered Institute of Marketing 2 Boston Consulting Group Report Methodology: This report is based on research conducted with 2000 consumers and the insight from Eagle Eyes technology and advisory experts. This survey was conducted by Censuswide i

8、n September 2017 Key Findings. Distributing blanket offers and treating customers as identical entries on a database, rather than individuals, can actively harm their loyalty towards a brand. Personalised offers are no longer an added bonus, but a necessity. 73% of respondents said the best time to

9、receive an offer is when theyve run out of a product (i.e. for regularly purchased items). Becoming a genuinely helpful presence in a customers everyday life makes brands indispensable and ensures loyalty. Businesses must adapt to these digital natives in order to stay relevant and increase market s

10、hare in a shifting industry landscape. Millennials will set the tone for future expectations and the way that new generations expect to be engaged. If merchants capitalise on the right moment to distribute an offer, they can influence behaviour and increase basket spend whether customers are passing

11、 a store or about to place their order in a restaurant. Older generations are increasingly recognising the benefits of integrating technology into their shopping habits, showing that digital is becoming more incorporated into our lives across all generations. Its clear how important mobile is in our

12、 daily lives; consumers are becoming even more connected to their phones. Retailers and restaurants must ensure that it is at the heart of their marketing strategy to engage consumers and attract new customers. 75% of customers are not happy to receive generic promotions; 81% said that relevance was

13、 the most influential aspect in whether they redeemed offers. 67% of 1624 year olds said they were most likely to redeem promotions through digital channels and devices. Its not only millennials who are embracing the digital age; 58% of all consumers now want to receive offers via digital channels.

14、Convenience is key; customers want businesses to know and adapt to their routines to simplify the shopping journey. Real-time marketing has exponential value; right time, right place, right moment, right offer. Focusing on mobile is key; it is the only offer distribution channel that drives immediat

15、e consumer action and footfall. 2 Personalisation: The Evolution. Forty years ago personalisation might have meant a local shopkeeper greeting their customers by name, or a waitress knowing a regulars usual breakfast order before they had to ask. In the age of digital enablement, personalisation is

16、all this and more. With the continuous creation of new technologies, and as new channels and devices emerge, we are increasingly met with new customer journeys across a vast number of touch points. With less focus on face-to-face contact and a growing customer base, how can businesses retain the per

17、sonal touch? It is no longer enough knowing a customers name and date of birth we have come a long way since blanket offers. Knowing customer preferences, habits and hobbies is now the key to personalisation. Yet, many brands and retailers are yet to realise the potential of digital. Far from an obs

18、tacle to success, digital opens the door to a wealth of customer data. Businesses now have the ability to know Joe Bloggs from Jane Smith better than ever before. Today its possible to track a customer through every stage of their journey, from browsing products on their mobile to making a purchase

19、in-store. By collecting and analysing data from every aspect of the customers journey, businesses can truly understand behaviour, preferences and habits, enabling them to create personalised experiences and promotions to increase chances of offer redemption. Powering Up Personalised Marketing As par

20、t of an effective marketing strategy, the customer must be at the forefront. Having the ability to collect consumer data will enable businesses to drive personalised and engaging experiences based on preferences and habits. Personalisation in the digital age requires so much more than just knowing a

21、 customers name. Successful businesses are recognising the value of treating consumers as individuals, sending targeted, relevant offers that lead to tangible changes in shopping behaviour and driving basket spend. New technologies mean that businesses now have a wealth of data at their fingertips a

22、bout consumer preferences, habits and purchase history. Theres no longer any excuse for sending generic, blanket offers. The only thing worse than not doing anything to implement personalised marketing is knowing and not doing. Tim Mason, CEO, Eagle Eye Its no longer a question of knowing a customer

23、s name and date of birth, but knowing their preferences, habits and hobbies 81% said that relevance is the most influential factor when choosing to redeem a promotion New technologies mean that businesses now have a wealth of data at their fingertips about customer preferences, habits and purchase h

24、istory - Tim Mason 3 Lock and Co Hatters of St James, London, offered a personalised hat-making service by which a customer could simply shout hat from their carriage to place an order. The shops workmen would check their records for details of the customers hat size and style preferences, before ma

25、king the hat and delivering it to their residence. Adoption of personalised emails as a marketing strategy, following developments in mail merge technology and the rise of personal email accounts with the launch of Hotmail. Launch of the first version of web cookies by computer programmers to create

26、 a virtual shopping cart for e-commerce applications. Persistent cookies would later be used by advertisers to record information about a users web browsing habits over an extended period of time. Invention of item-based collaborative filter by Amazon its famous algorithm for product recommendations

27、 based on a customers previous purchases. Burberry launches My Burberry TV Campaign in partnership with Channel 4s 4OD TV catch-up service. Viewers personalise the advert by creating an on-screen monogrammed perfume bottle, featuring their own initials. This was accompanied by a mobile campaign that

28、 played a personalised video, culminating in live mapping directions to the nearest Burberry store based on location data. In February 2018 Loblaw will be merging two of Canadas most popular loyalty programs into one, PC Optimum. This will link analogue and digital channels together through one card

29、, one app and one currency. Eagle Eye AIR will sit at the heart, enabling truly personalised loyalty offers and rewards. Shop Direct is recognised as an industry leader for its predictive personalisation using IBMs machine learning. The store can now predict when customers will run out of beauty pro

30、ducts they have previously purchased and automatically send reminders to stock up at a suitable time. Personalisation Through The Ages 4 of consumers said relevance was influential in whether they redeemed a promotion Stay Relevant Customers are tired of the spray and pray marketing technique, which

31、 has remained the backbone of many marketing strategies for too long. Our research identifies that the relevancy of an offer is the most influential aspect of whether a customer redeems a promotion or not. With businesses crying out for attention in clogged inboxes, post-boxes and wallets, those who

32、 send customers relevant and personalised promotions will stand out from the crowd. Collection and analysis of customer data is paramount in staying relevant. From previous orders to dwell times every piece of data helps towards building customer profiles. With this insight businesses can optimise t

33、heir promotion strategies to increase the likelihood of redemption, ultimately increasing sales. of customers want offers based on previous purchasing preferences of consumers said that they were unhappy with receiving untailored offers 54%81%75% Optimising Offers Relevance at its Best Netflix has b

34、uilt its success on a personalised algorithm which suggests relevant content to viewers. By tracking users viewing history, the business builds a detailed picture of customer tastes and preferences. Netflix recently took this to the next stage by creating personalised preview adverts. Netflix select

35、s and shows a trailer for a series or film based on a users viewing habits, ensuring the content they are promoting is relevant to each user. These subtle elements of personalisation make the user feel that Netflix knows them in a genuine way. Strong recommendations increase the amount of time viewe

36、rs spend watching content on Netflix and minimise subscriber churn. According to a paper published by Netflix executives, the company claims its AI-assisted recommendation system saves the company $1 billion per year. As one of the most successful digital content platforms in the world, Netflix exem

37、plifies how getting relevance right is the core of successful business strategy. Collection and analysis of customer data is paramount in staying relevant 5 Happy Friday Jess! Heres a free glass of wine on us #TGIF Happy Birthday Joe! Heres a free dessert with your main course - myRestaurant - myRes

38、taurant Receiving offers for dates and occasions they regularly dine out for 77% 76% 71% 60% 54% Receiving offers when they are located near a restaurant 70% 69% 68% 55% 45% Brand Loyalty Vs. Timely Temptations Surprisingly, only 8% of consumers are loyal to specific brands while 79% of consumers ar

39、e open to trying new brands if they are on offer. Retailers and restaurants must realise the potential of timely temptations. Crucially, relevancy and timeliness are the most important aspects in tempting consumers away from their usual purchases. Be there with the right temptation at the right time

40、 and businesses could win brand loyalty. Influencing Purchase Behaviour This insight reveals an exciting opportunity for businesses. If consumers are receptive to trying different products, retailers and brands can capitalise on this openness and be creative with their offers in a bid to increase ba

41、sket spend. Encouraging customers to buy new and potentially higher value products is an effective business strategy be that adding an extra glass of wine, pair of socks or more luxurious brand of chocolate to their basket. If customers like what they buy, this initial one-off upsell might persuade

42、them to consistently be adventurous and spend a little more on future shops and restaurant visits, even without promotion-based incentives. Loyalty Isnt Dead: Using Customer Data As Part Of A Personalisation Strategy While relevant offers can turn the heads of 79% of consumers, loyalty is far from d

43、ead. 42% of these consumers said that they still prefer certain brands. Data collection is the key point where loyalty and personalisation intersect. If a customer has shopped with a business before, they have access to more of their data and can build up a more complete profile of their individual

44、habits and preferences. This enables the business to send them the most relevant offers, keeping them a step ahead of the competition. Percentage of consumers across age groups who said it would be useful to receive personalised restaurant promotions While 79% of consumers are open to trying new gro

45、cery brands if they are on offer. .42% of consumers still said they preferred certain brands 1624 1624 2534 2534 3544 3544 4554 4554 55+ 55+ 6 Channel Preference by age (%) 1624 910 14 12 18 65 PostDigital 63 62 56 50 2534 3544 455455+ Enabling Digital Today there is an ever-growing number of touchp

46、oints through which businesses engage with their customers. Businesses must strive to stay up to date and ensure that they are communicating with their customers through channels that appeal to them most. Our research showed a dominating consumer preference throughout all age groups for digital chan

47、nels (email, mobile, social media) with email standing out as the most popular channel across all respondents. Digital channels proved particularly popular with younger respondents who as digital natives were the most open to mobile and social media promotions. It is crucial that businesses take not

48、e of these consumer preferences to avoid seeming out of touch or complacent. Different communication strategies may be needed for different age groups, for example communication by post may suit 55+ consumers, but may not yield good results with young consumers as they spend less time at home and mo

49、re time on their mobile. Channelling Success 7 From Facebook to Footfall: When Channel Choice Drives Success Tapping into consumers digital and social media habits has always been a crucial part of Bulmers marketing strategy. Last year, the British cider brand teamed up with Eagle Eye and Mitchells and Butlers to trial a campaign to capitalise on their strong social media following. This was their “Clicks to Bricks” initiative, translating digital success into physical footfall. A clickable offer was publicised on Facebook, offe