Maintaining a customer-focused approach is essential for long-term success in the fiercely competitive business environment of today. There are now two basic approaches that can help a business stand out: applying hyper-personalization techniques and preserving brand consistency. Both methods have demonstrated their ability to drive revenue growth across many companies that vary both in size and industry.
Brand consistency refers to a company’s image, which includes their message, values, logos, and shopping experience. This brand is communicated through every avenue that is customer facing, including social media, websites, and email campaigns. Even though 76% of consumers say they want consistent brand experiences, an astounding 90% of businesses don’t meet this expectation. This puts them at risk for slower sales cycles, inefficient lead generation, and marketplace confusion. Companies that do make this a priority see a 10% revenue increase.
Hyper-personalization is also effective. It uses AI and machine learning to collect consumer data and provide predictive recommendations based on their browsing and purchasing history. 90% of consumers find these personalization approaches appealing, which has been witnessed by massive companies such as Amazon, Spotify, and Starbucks. Keeping a finger on the pulse of customer interests has never been as easy as it is today with all of the available customer data.
Source: BrandGuard