The world has become a place where we live in an increasingly connected space. The use of digital devices allows us to exchange information in an instant. This means that we store large amounts of data with whatever device we are using. Companies are able to use this data to personalise our interactions with their brand.

Traditional marketing methods are no longer as effective on consumers because they don’t feel “special.” Customers who get a personal experience with a brand are more likely to return. According to studies from SalesForce, 62% of consumers expect companies to send personalised offers or discounts based on previously purchased items. Also, Deloitte’s study found that consumers want products and services tailored to them. 36% of consumers expressed an interest in purchasing personalised products or services, while 48% are willing to wait longer in order to receive it. Some ways that businesses can incorporate to provide a personal shopping experience include: personalised product recommendations, personalised social media messages, targeted and personalised emails, and many more. 

An example of personalisation is Netflix’s movie/TV show recommendations. Their website suggests similar movies that you may also be interested in based on previously watched content. For example, if you are a big Fast and Furious fan, then Need for Speed might be in the recommended category. Their use of personalisation keeps users interested and maintains their subscription to the streaming service. This is vital to their success as 80 percent of watched content comes from recommendations. Netflix also personalises your experience by sending an email with the caption “(first name), we added a movie you might like.” 

Have you ever had a personalised experience with a certain brand? If so, what was it?