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How Amazon Uses Marketing Personalization

Amazon…You’re Doing It Right

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Amazon excels in the area of marketing personalization.  They’ve mastered the art of creating a hyper personalized shopping experience for their customers saving them both time and money. With the data to back it up, they’ve created 360 degree customer profiles. This allows Amazon to connect the customer dots and divide their customers into discerning groups to prevent generic mass emailing. Personalized marketing emails are created based on segmented data that includes social data, website activity, browsing history, areas of interest, past purchase history, etc.

How can Amazon attribute marketing personalization to their success?

1.  Paying attention to big data.  Think about a moment when you’ve had to purchase a gift for someone. Naturally, you put some thought into this. During that thought process, you gather up relevant information about this person. Who is this person? What do they like? What do they enjoy doing? What are their interests?  With that 360 degree view, you’re able to come up with a few gift ideas suitable for that one person.  The same concept applies to marketing personalization and how Amazon uses that to target customers. They integrate social data, customer purchases, browsing history, customer lifecycles, and rich customer profiles to create hyper-personalized communications. Within these communications are offers, products and content that targets each individual customer’s needs and interests.

2.  Hyper-Personalized communications at just the right time.  Once this information is gathered, Amazon uses it to disperse real time communications to their customers that is personable, friendly, and addresses their needs.  Let’s say Jill W. got a new puppy 2 weeks ago.  Amazon determined this through gathering social information, traditional personaization data, and browsing history.  By combining all of this information via marketing personalization, Amazon sends Jill an email with a variety of offers and products that she may need like puppy pads, puppy food, dog beds and pet toys. When Jill purchases a couple of these items, another real time email is sent suggesting other items that may interest her based on recent purchases.

3. Recognizing the little extras drive big results. Through marketing personalization and big data, Amazon targets their customers by throwing in a few of those “little extras.” A few days before the first of the month, Amazon sent Jill and email with a slew of October deals and coupons for puppy supplies. Another little extra is the email they sent Jill letting her know Criminal Minds: Season 8 was now available for purchase.  Over the past couple of years she had purchased seasons 1-7.  Amazon has also determined that Jill is a bargain shopper and will send her emails with deep discounts on products based on her browsing and purchase history. These little extras make a big different and can boost your revenue and sales.

Can your company acquire the same marketing personalization as Amazon?  The answer is yes!  With Nectar Software Products, you can increase revenue and customer engagement by connecting customer dots and creating a thorough 360 degree customer profiles.  Unlock marketing personalization and big data’s full potential by connecting customer data, gaining social insights, hyper-personalizing communications and increasing social media ROI. You can this this quickly and cost-effectively.

Check out Nectar Solutions to find out how!

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