Why do brands need to have a personal touch and feel for more consumer engagement?
Bettering how consumers experience all aspects of the purchase journey, from discovery to payment, is a core strategic goal for global retailers and brands. Personalization is one route to extreme engagement which connects the consumers to the brand’s story and the ethos. Gen Z loves transparency and wants the brands to show for what they stand, for what they believe in, and their language.
Relatability
Consumers often tend to relate more when brands come out and speak as individuals. These individuals, often known as spokesperson, have an insight directly that the brand reflects through various mediums. Users are more likely to turn to that brand which makes them feel safe and welcome. Relatable content gives more than 13% of kick to the engagement rate for any social media-heavy brand.
Analytics
When brands give a personalized touch to the experience, this helps the brands to analyze their reactions which ultimately creates better future strategies for the brand. The brand has an amazing chance to explore in the qualitative sense what your true customers care about and apply it in your business strategies. On the consumer side, where social media strategies like UGC content or Polls help them to understand what the fellow consumers like or dislike which makes them feel a part of the community the brand creates for them. Site visitors were shown eight alternative personalized product recommendations, resulting in the retailer reducing bounce rates by 10% and increasing conversion by 26%.
Response Management
Although the technology to personalize and greet returning online customers by name has existed for some time, it remains a sensitive issue for many shoppers. If done well, personalization can offer customers a positive experience, but if done badly, it can be quickly rejected. Answering your customer’s relevant social media posts builds stronger and tighter relationships which increases customer loyalty. The smallest mode of communication done by the customer if acknowledged well can do wonders for the brand to win loyalty and trust. These small details strike a positive chord with customers.
Fun & Fans
For most of the brand, only 10% of the customers actually interact organically through cross platforms. It’s interesting as well as introspective to know what a consumer is thinking of your brand and how is he/she reacting to your brand’s actions. It’s just fun to connect and give respect to those who trust and care about your brand. In the end, those individuals are the best advertisement for what you do, so cherish them.
Personalization should be unnoticeable and from a consumer point of view should be a given. It’s when it’s noticeable and irrelevant that turns consumers off.
Read Also : Social Media Forecast for 2021-2022
About the author:
Anushree Pacheriwal, Co-founder, Gemius