INTRODUCTION
For the sake of mental convenience, people often talk about “personalization” as if it’s a monolithic concept,when the truth is that there are many flavors of personalization available to retailers. That’s actually good news forbrands, which can make strategic choices to leverage different vehicles for personalization depending on theirbusiness model, customer base and specific needs. In some cases they can take personalization all the way tocustomization, which not only gives customers greater control over their purchases but also reveals significantdata that brands can analyze to create even sharper personalization efforts and boost future sales.
“While customization allows customers to make product alterations at the transaction point, personalization is aholistic approach,” said Benjamin Bond, Principal in the Consumer Practice at Kearney in an interview with RetailTouchPoints.”It spans the entire customer journey, intelligently anticipating needs and delivering tailoredexperiences even before the customer articulates them.”
This special report will examine the latest personalization and customization trends, including:
Expanding roles for generative Al in executing personalization at key points in the shopper journey;
·The fast-growing importance of zero-party and first-party data to support personalization efforts,particularly as third-party cookies deprecate; andBest practices for maximizing personalization.
From Perso nalization to Customization: Harnessing Data and Analytics to Foster Brand Love
2GENERATIVE AI SUPERCHARGES PERSONALIZATION CAMPAIGNS
Generative Al,this year’s hottest technology,has quickly become a critical element in brands’personalizationefforts,in large part because it helps marketers scale up programs quickly and cost-effectively.
“Generative Al is the driving force behind advanced personalization,transforming raw data into actionableinsights,”said Bond.”It’s about predicting customer needs and making informed,nuanced decisions to deliver onthe promise of a truly tailored shopping experience.”
Al and machine learning have been critical to personalization efforts by GNC.”We know that in the health andwellness category,offering customized products to deliver holistic health solutions is paramount,”said ScottSaeger,former ClO of GNC in a previous interview with Retail TouchPoints.
“When a customer comes to gnc.com,do they feel that GNC understands who they are as a consumer and there’snot just this barrage ofads and recommendations that mean nothing to them?”Saeger asked.”In the beginningof the year,a lot of people want to trim down and lose the Thanksgiving and Christmas weight,so if all l’m doingis throwing protein whey at you,that’s really not the experience you want.Being hyper-personalized is aboutmaking the right recommendations at the right time.”
GNC also supports personalization via a partnership with Ujet.Using machine learning and Al,the solution givesGNC’s customer service agents pertinent information about customers that can go well beyond checking on anorder’s status.GNC uses the solution to quickly provide relevant advice,such as the best post-workout recoverydrink,to help ensure every customer has a positive experience no matter what their query is.
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