“The usual?” Those two words may be the most powerful in business. In a world full of faceless corporations and mass production, people often prefer to go to businesses where the staff knows their name and they are treated like an old friend.
In fact, that personal touch is exactly where small businesses can gain the edge when competing against the big guys. Personalisation and custom touches can make a difference in growing your brand awareness and keeping customers coming back. According to an Accenture Interactive study, 56% of consumers are more likely to shop with a retailer that knows them by name.
Here are three ways to put personalisation into action:
1. Call them by name
Do you know your customers by name? If not, now is the time to start. Encourage your employees to learn the names of regular customers. In a café this could simply mean knowing the customer’s name and their coffee order. Start by doing as Starbucks do and write their name on the cup – it is far friendlier (not to mention less confusing) calling out people’s names rather than their coffee order.
2. Dig into customer data
Personalisation is all about relevancy. The more relevant your offers and marketing are to customers, the more likely they are to act. Using Customer Relationship Marketing (CRM) software provides valuable insights into customer behaviour, such as historical sales information and preferences, so you can tailor and deliver specific offers to individual customers.
3. Customise products and services
Can you personalise products or services for your customers? Coca-Cola’s “Share a Coke” campaign showed the world how people love seeing their name on things – it’s an incredibly powerful way of engaging your customers. Take inspiration from pet accessories store Whiner & Diner, which customises products for free simply by adding a hand-painted name of the pet on the product. The business also invites customers to showcase their pets on the website’s pet gallery
by emailing a picture of their furry friend. This is a great way to spread word of mouth too – imagine the social sharing when people find their dog on the website!
Monograms and slogans are also becoming hugely popular in Australian fashion. “When you wear a custom jacket with a quirky slogan it not only communicates who you are to others but it also acts as an ice breaker by attracting like minded individuals and sparks conversation,” Australian founder of Understated Leather, Jennifer Kassell, told Vogue Australia
. The jacket company offers a long menu of options to customise jackets with fringes, leather engraved patches, detailed images, shoulder pieces and more – all based on each individual customer’s taste and budget.
Aside from engaging customers and enhancing the value perception of your products, personalising products and services has another big advantage – it allows you to collect customer information that can be used in the future to develop new offerings.
Drop the one-size-fits-all approach and tailor your services and products to each of your customers. Personalisation isn’t a trend – it’s the way of future business. The good news is it’s getting easier and more affordable to achieve. But at the end of the day, it costs nothing to know your customers by name. Try it and see what happens.
Personalise your next letterbox campaign with LDN – talk to us to find out how.