The Secret Benefit to Personalization | Industry Insights | All MKC Content | ANA

The Secret Benefit to Personalization

By Ori Bauer



Businesses no longer just need to capture markets, they also have to capture moments  the exact points in time when a customer is searching for a product and is ready to buy. This means brands need to be right there when those crucial high-intent moments occur. Brands also need to be able to anticipate those moments using data and analytics — and then capture those essential moments by quickly connecting customers with whatever they want.

Facebook, Twitter, TikTok and other social media platforms customize news feeds to match your interests and habits. Netflix, Hulu, Apple TV+ and other streamers know what you watch and what you likely want to watch next. Even your car, which is not that smart, knows what radio stations you listen to and what temperature you prefer.

Changes in personalization have accelerated during the pandemic, with the shift to digital-first. People are consuming more media at home than ever before, doing more of their day-to-day shopping at home, and leaning into technologies that provide personal recommendations and experiences.

Each interaction a business has with its customers must feel tailored specifically to that customer — and that moment in time. Moreover, this personalization should reflect previous purchases, browsing history, affinity, and location.

But there's another reason personalization matters: Insulating your business from the negative effects of modern supply chain challenges.

Considering the ongoing pandemic, inflation and international conflicts, supply chain disruptions are here to stay for the foreseeable future. And these pressures mean that retailers are constantly scrambling with inventory management issues, making it more important than ever to display relevant, in-stock merchandise for every potential customer.

Even more challenging and essential: Retailers need to show customers meaningful alternatives when their first choice isn't available.

It doesn't take much for a bad experience with out-of-stock items and irrelevant product placement to send a customer elsewhere for good. Thoughtful personalization and dynamic customer experiences can prevent customer churn and are essential mitigation factors for these risks. Shoppers respond better to thoughtful substitutions than they do to "out of stock" notifications.

A Force Multiplier

A recent McKinsey study found that the fastest-growing companies drive 40 percent more of their revenue from personalization than their slower-growing counterparts. The companies that invest significant resources into personalization see strengthened relationships and lifetime value leading to better revenue per customer, retention, and loyalty. The McKinsey research also shows that those companies see faster revenue growth, and that those benefits grow with time and sophistication.

Digital personalization is a tall order. Recommendation engines anticipate what customers want (or what's similar and in stock) and analytic solutions turn precious customer data into insights on what they really want, at the right price and the right time.

With the right technology partner and the right implementation, personalization is essential and a game changer — for managing supply chain challenges, for delivering a great customer experience, and for driving the bottom line.

The views and opinions expressed are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.

Ori Bauer is the CEO of Dynamic Yield.