How to increase the quality of your customer data for effective personalized marketing

Marketing personalization has become an indispensable strategy for retailers who aim to increase sales and improve customer loyalty through the use of targeted content and offers.

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While having the right technology is important, the foundation for implementing an effective personalization strategy is the quality of your customer data.

Without accurate information, you won’t be able to deliver targeted content in the right place at the right time to the right audience.

How to clean up your customer database for effective personalized marketing

It’s important that you regularly clean up your database and audit the sources from which you collect the information to ensure that the customer data is supporting your marketing personalization strategy:

Review web forms

If you’re generating leads by using web forms, ensure that you’re collecting relevant information that helps in targeting your audience effectively.

Consider whether you’re asking for the right kind of data at the right level of detail. Gathering too few details doesn’t allow you to effectively segment your audience while requesting too much information can cause form abandonment.

Audit data fields

Duplicate fields or repetitive information in your customer database can cause errors and confusion.

Ensure that the fields in your customer data management system are set up correctly so that data from web forms, lead generation mechanisms (from your website, social media, or messaging apps), and eCommerce platform is categorized and collated correctly to support your personalized marketing campaigns.

Refine segmentation

Audience segmentation isn’t “set it and forget it.”

Revisit the way you’re segmenting your audience periodically to ensure that it’s supporting your overall marketing strategy.

You can also enhance audience segmentation with the information you gather during the user-interaction sessions with your brand. This includes the products they’re interested in based on their browsing behavior and the questions they ask during a live chat session.

Set up single customer view

To effectively collect and utilize all the available customer data, you need to create a 360-degree customer profile so that the information can be stored in and accessed from a centralized location.

A single customer view allows you to gather relevant customer data and effectively leverage the information to deliver a customer-centric experience through personalization.

Review analytics

There are many different ways to deliver personalized content and offers. Are you leveraging the right customer data to form your strategy?

The best way to find out is to review your analytics and see if your personalization strategy has been effective in driving traffic and generating sales.

If the metrics aren’t meeting your expectations, you’ll have to adjust and test your personalization rules to ensure that you’re using your customer data in a way that helps deliver the most effective content and offers.

Build a solid foundation with a robust customer data management system

After you put in the work to clean up your customer data, ensure that it’s managed and utilized in a way that will help you implement personalization marketing effectively.

A robust customer data management system has become indispensable for marketers who want to use personalization to increase the effectiveness of their omnichannel marketing initiatives.

Request a demo to see how our customer data management system can help you derive customer intelligence and actionable insights so you can make data-driven business decisions and achieve your marketing goals.


Increase engagement and conversion with these 5 essential omnichannel retail components

As a “click-and-mortar” retail business, you’re uniquely positioned to take advantage of the omnichannel retail trend, deliver a seamless online/offline experience, and meet the expectations of today’s consumers who prefer to use both traditional and digital channels simultaneously while shopping.

Whether customers are interacting with your brand via an eCommerce website, mobile app, print catalog, call center, or physical store, they want to have the ability of pausing and resuming their shopping experience at any point and across all channels without interruption.

An omnichannel shopping experience is customer-centric. It focuses on shoppers’ holistic interaction with a brand instead of disparate channels within the brand.

Here’s how you can deliver a highly engaging and personalized experience across all channels to create a seamless customer experience:

1. Set up a 360-degree customer profile

A single customer view is the foundation of an effective omnichannel retail strategy.

It allows you to leverage the information you have gathered about a customer from all his interactions with your brand across different channels so that you can deliver the most compelling and relevant experience, such as targeted content or special offers, to drive conversion and increase loyalty.

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2. Store all customer data on a centralized platform

A unified backend system is the key to harnessing the power of the single-customer view.

A robust centralized system allows you to manage and extract insights from your customer data while making sure all employees have access to all pertinent information, such as a customer habits, location, preferences, and purchasing history, so that they can deliver a seamless shopping experience no matter when and where they’re interacting with the customers.

3. Offer different fulfillment options

Shoppers want to order and receive merchandise through the channels of their choice; sometimes they want the products delivered to their doorstep while at other times they need an item right away and prefer to pick it up at the store.

As a brick-and-mortar merchant, you have the unique advantage of meeting the various fulfillment needs of your customers through various options, such as buy online and pick up in-store, ship from store, buy in-store and ship to the doorstep.

4. Integrate mobile technology with in-store experience

Consumers are inseparable from their mobile devices, which provides a great opportunity for delivering a seamless online/offline experience via a mobile app to augment their in-store experience.

For instance, with the geofencing technology, you can drive traffic to your store by using push notifications to deliver special offers to customers who are in the area.

In addition, store associates can use mobile technologies to access customer’s purchase history, preferences, and profile information to deliver a personal and engaging experience.

5. Deliver a unified omnichannel brand experience

An outstanding customer experience is consistent, cohesive, and reliable. This implies that every single touch point needs to meet the highest standard and deliver an on-brand experience.

From brand identity and visual designs to user experience and customer service, you need to ensure that shoppers are interacting with your brand consistently across all channels.

Omnichannel experience: the future of retail

A customer-centric experience is the key to brand engagement and conversion.

The expectation of a seamless omnichannel shopping experience is the new normal and brands are realizing the need to stay ahead by making sure that they meet their customers where they are.

Thankfully, with the help of advanced customer data management technologies, building a solid foundation for your omnichannel retail strategy is easier now than ever.

Request a demo to see how you can harness the power of omnichannel personalization in the retail industry.





Welcome to 2018. Personalization rules the world and nearly every business you can nav to on Google Maps has a method of harvesting customer data. Of course, these days it takes more than just downloading some basic CRM (customer relationship management) software onto your POS system to differentiate yourself. Since nearly every company has some method of pulling customer data, analytics alone aren’t effective until that data is cleansed, streamlined and put to work by personalizing your company’s customer experience in measurable ways. Maybe that’s why most of the conversation about data this year is focused more on cleansing your existing customer data than on blindly accumulating info just to stash it away in siloes.

While it may be tempting to take the “more is more” approach when it comes to accumulating customer information, data security is a hot-button issue right now, so it’s important to get your technology up to code. Especially in light of the new GDPR regulations which will require companies doing business within EU countries to revamp their data security measures by May of ’18. In addition to the soon-to-be-implemented GDPR regulations, most companies straight up don’t have time to waste on CRM systems that are lagging due to useless data hoarding.

With this said, here are actionable tips on how you can cleanse your company’s data systems to implement safer and more effective personalization strategies in the new year.

Build a Master Data Strategy

A master data strategy, or MDM, is essential to making sure that the right people in your organization can access the data they need at the right time. Building a MDM also helps ensure that your information is safe from piracy, and the data presented to each individual at your company is whittled down to suit their specific needs. This helps prevent shrinkage, while empowering both you and your employees to make better decisions for your business in a fraction of the time.

CMO by Adobe suggests 5 steps to building an effective MDM: 1) Establish data governance policies (or set of procedures by which to implement your data strategy), 2) identify an owner (someone responsible for the data and how it’s dispensed), 3) define the data (choose universal terms and data conventions to use across your organization) 4) map it out (identify who will be using the data and how), and 5) start small and scale (be patient – it is a process to implement a change of this magnitude).

Assess Relevance with Regular Reviews  

Of course, before you implement a MDM within your organization, you’ll need to determine which data remains pertinent to your company’s needs… and what you can do without. Conducting a regular data review and eliminating unnecessary and/or dated customer information can help to increase your business’s connection speeds, as well as help your employees better locate and utilize relevant information. According to Campaign Live, two-thirds of organizations do not regularly review their data, which means that 75 percent of marketing data within the UK will be rendered obsolete once GDPR restrictions go into effect in May ’18.

It’s essential to conduct reviews regularly for your data to remain relevant, usable, and compliant with all of the evolving privacy laws pertaining to countries where your company does business. Set an internal precedent for, at minimum, an annual data review across all branches of your organization to empower your employees to easily access the information they need.

Use a Single Data Management Platform

So, what do you do with data once it’s cleansed and processed? It’s time to put that data to work to help you gain a better understanding of each customers and tailor your marketing campaigns to suit their specific needs. This sounds more complex than it is, since the right data management platform (DMP) will do most of the work for you. In fact, Nectarom’s DMP creates a centralized channel for all of your data across platforms, while also providing you with a 360-degree profile of each unique customer. In other words, it simplifies your marketing efforts by segmenting customer information and automatically updating customer profiles based on both their recent activity and their phase in the customer lifecycle.

Although it may feel like it sometimes, creating an effective personalization strategy really isn’t rocket science. Put cleansing and streamlining your company’s data at the forefront of your omni-channel efforts for 2018, so that all of the branches of your organization can come together to operate at maximum efficiency!

How retailers can drive traffic and increase sales this holiday season

This just in: US consumers spent $19.62 billion online over the five-day period from Thanksgiving through Cyber Monday in 2017. That’s 15% more than they did during the same timeframe the year prior.

So, what can you do to get a bigger piece of the pie this holiday season?

There are two important marketing trends you need to leverage:

  1. Omnichannel personalization, which delivers personalized content, offers, or interactions across all customer touchpoints.According to a research by BCG, brands that create personalized experiences for customers are seeing revenue increase by 6% to 10%.

    In addition, 52% of marketers consider personalization fundamental to their online marketing strategy.

  2.  Retargeting/remarketing, which is a cookie-based technology that allows you to “follow” your visitors all over the web after they’ve visited your website.

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As a marketer, you can’t afford to overlook the effectiveness of remarketing:

  • Retargeted ads have 10x the click-through rate compared to display ads.
  • Website visitors who are retargeted with display ads are 70% more likely to convert.
  • Retargeted customers are 3x more likely to click on your ads than people who have never interacted with your business.

Now, what if you can combine the power of these two trends to supercharge your sales this holiday season?

You can choose from a variety of personalization strategies and retargeting methods based on your business and audience.

In this article, we’ll first look at the various types of retargeting tactics. Then we’ll show you the different kinds of personalization strategies you can apply to those remarketing methods.

You can then mix-and-match to decide on the right channel and the appropriate messaging to optimize your results:

Retargeting/remarketing methods

  • On-site retargeting: Also known as “exit intent,” it shows visitors a message such as an opt-in, a special offer, or a product recommendation when their behaviors indicate that they’re about to leave the site.
  • Social media retargeting: When you place a tracking pixel on your web pages, the social media platform will “know” to serve a specific ad to the visitor based on the segmentation criteria you set up for the ad. You can also use Facebook Dynamic Ads to serve ads of a specific product to visitors who recently showed interest in the item.
  • Email marketing: Send subscribers specific content or offers that are relevant to them based on recent purchases or browsing behaviors.
  • Google Adwords: Similar to Facebook retargeting, you can serve remarketing ads to people who have recently visited your website or specific product pages by using Google AdWord’s remarketing features.
  • Snail mail: Don’t forget the old but gold; you can deliver the same targeted message or offer to your customers by sending a postcard.

Omnichannel personalization strategies

  • Recommend products based on customers’ past purchases, searches, or browsing behaviors.
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  • If you have a gift selector or quiz on your website, you can show products based on the results.
  • Deliver targeted content that’s most relevant to your customers’ preferences and behaviors.
  • Promote in-store specials or in-store pick-up if you have a physical store at the customer’s location.
  • Add urgency, such as a limited time offer or limited quantity, to ads about an item that a customer has shown interest in.
  • Send cart abandonment reminder about products in the visitor’s cart. You can combine this with a special offer to help increase conversion.
  • Use in-app promotion to deliver a relevant offer when customers are in your store, using geo-fencing technology.

Powering up retargeting with personalization is the key to online retail success

When you layer customer data on retargeting technologies, you’ll reach the right people in the right place at the right time with the right message; the winning formula for online marketing success.

The foundation of making this strategy work for you is a robust customer data management system and personalization software so you have the right information to optimize your ROI.

How to use personalization strategies to increase conversion rate.

The holiday season is the “make or break” time of the year for many retailers.

Whether you’re an online merchant or a brick-and-mortar business, you’ll be facing tough competition this holiday season.

In this era, it’s no longer enough just to offer better pricing or a larger product selection. Shoppers are looking for a customer experience that’s as painless, frictionless, and convenient as possible.

Given that the average American purchases 14 gifts, consumers can use all the help they receive so that they don’t have to spend endless hours on their holiday shopping.

With today’s omnichannel personalization technology, retailers can augment the holiday shopping experience and increase sales by helping customers find the most relevant products and take advantage of the best offers, which in turn will entice them to buy more.

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Real-time web personalization

When visitors interact with your website, you can promote the most relevant content, products, and offers based on their browsing behavior.

By using real-time web personalization, you can display items that shoppers have spent the most time viewing but haven’t purchased. This way you can increase the chances that they’ll re-engage with the products.

Keep in mind that many shoppers are looking for gifts to find recommendations related to the product they’re currently viewing helpful – even if it doesn’t match their personal profile.

You can also leverage aggregated customer data to map a shopper’s behavior to past customer purchases to display products they’d most likely be interested in.

Last but not least, there’s no better way to offer product recommendations than having shoppers tell you what they’re looking for.

Offer an interactive gift guide on your website to help them narrow down their choices. This will not only allow you to offer the most relevant recommendations but also increase engagement with your audience while educating them about your products along the way.

Personalized coupon offer

By using mobile and geofencing technology, you can send shoppers coupons when they’re near a physical store via text message or push notification on a mobile app.

Mobile coupon usage has been on the rise and 98% of SMS message is opened within the first minute, making this a powerful combination to drive more traffic and sales for brick-and-mortar merchants.

This real-time coupon offer can be a discount for one of the products they’ve viewed repeatedly on your website or it can be a recommendation based on their customer profiles.

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Personalized email automation

Email marketing is a great way to deliver targeted content and offers to individual subscribers on your email lists.

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Use personalization strategies such as email retargeting or triggered email campaigns to draw your customers’ attention to products or offers they’ve shown an interest in.

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In addition, you can customize these emails based on each customer’s browsing behavior, preferences, location, past purchases, or items left in the cart, to increase engagement.

Another way to generate more sales from email marketing is to make good use of receipts. “Predictive receipts” are email receipts that include personalized product recommendations based on the products purchased.

These are emails your shoppers are expecting and will open. Not to mention, since they’ve already purchased from you, they’re more likely to buy again.

Boost your holiday sales with omnichannel personalization

Your personalization strategy should work across multiple channels and reflect shoppers’ interaction with your brand real-time.

Using an omnichannel marketing platform that supports personalization strategies will help you make the most of your customer data so that you can offer the best shopping experience that will not only increase brand loyalty but will also make more sales.

Unlock the future of restaurant marketing with omnichannel customer experience.

Consumers are expecting to interact with brands seamlessly online and offline and they expect the same experience from their favorite restaurants.

If you want to stay ahead of your competitors, you need to be present at all touch points throughout the entire customer journey:

Get Them In the Door

The decision-making process starts before customers walk into your restaurant. Reach your customers through a variety of touch points to get them in the door.

Review Sites

More and more people are using online reviews to help them choose where they’re going to dine.

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In fact, research has found that a one-star increase in a restaurant’s Yelp rating is correlated with a 5 to 9% increase in revenue.

Establish a presence on restaurant review sites such as Yelp and TripAdvisor. Be proactive in addressing feedback and encouraging your customers to leave a review.

Social Media

Social media is another channel to boost word-of-mouth buzz.

According to Forrester, 34% of diners use information on social media to aid decision-making.

In addition to establishing a social media presence by posting regularly, make sure to monitor mentions and interact with your followers to build relationships.

Mobile Marketing

When your customers are in the vicinity of your restaurant, why not offer a deal to entice them to pay a visit?

By combining geofencing technology with customer profiles, you can deliver relevant offers to customers who are in the area and therefore more likely to visit your establishment.

Online Booking

Don’t make your customers wait!

Integrate with online booking services so you can provide timely and prompt services when customers arrive at your restaurant.

Serve Them What They Want

When customers are in your restaurant, use a combination of in-person interaction and mobile technology to enhance their experience.

Personalized Service

Note down customers’ preferences in their profiles so servers can personalize the interactions while addressing individual preferences and dietary restrictions.

For example, instead of “what would you like to drink?” a server may ask, “would you like a glass of the red wine that you had when you were here last week?”

Order Customization

Allow customers to “build their own order” by choosing from a set of ingredients for their orders either on their phones or via a tablet provided by the restaurant.

For returning customers, you can display a list of their favorite ingredients or dishes to facilitate the process.

Nutritional Information

More and more customers are concerned about the nutrition of their foods.

Make it easy for them to get such information while they’re ordering, e.g., you can create a mobile app with all the data, or include QR codes on the menu for customers to scan and get the information.

Easy Payment

Note down customers’ preferred payment method to facilitate checkout, e.g., using a credit card on file or mobile payment.

Keep Them Coming Back

The interaction with your customers doesn’t end when they finish dining. Continue to build relationships through mobile technology, social media, and targeted advertising.

Loyalty Program

Customer spending increases by 15% when diners redeem a loyalty incentive and by 72% when they’re stretching to reach their next reward.

Use online and mobile technology to help customers track loyalty points — not only is it more convenient but you can also increase engagement by rewarding other interactions such as social sharing.

Personalized Email Campaigns

Build single customer view profiles and use the information to inform your email marketing campaigns.

Send relevant content and deals to your customers to entice them to return to your restaurant.

Targeted Ads

Segment your audience and targeted online ads to promote special offers to your existing customers, leveraging information from your customer profiles to deliver the most relevant deals.


Even though the restaurant industry is still very much a brick-and-mortar business, you have to meet the customers where they’re at by being present on all channels where they interact with brands.

By employing an omnichannel marketing strategy, you’ll be able to attract more customers, increase their dining frequency, improve customer satisfaction, and increase loyalty.

How the restaurant chain bucked the trend and increased conversion rate by 35%

Many casual dining restaurant chains have been struggling for the past couple of years.

For instance, Ruby Tuesday saw a drop of 8.2% in revenue and closed 109 restaurants hich hile Applebee’s same-restaurant sales are down by 5.2%. (source)

TGI Friday’s, however, bucked the trend and experienced a 35% increase in conversion rate.

Their secret weapon?

Omnichannel personalization technologies that allow them to create a seamless online and offline experience and interact with customers through various touch points.

By delivering the most relevant and timely content and offers based on a customer’s preferences, habits, and past purchases, TGI Friday’s has increased conversion, ROI, average order value, and customer lifetime value.

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Key takeaways from TGI Friday’s personalization strategy

The challenge for many restaurants when entering the digital realm is bridging the online experience with in-store interactions.

Here’s how TGI Friday’s leverage omnichannel personalization for their marketing:

1. Master Guest Profile (MGP)

TGI Fridays’ integrates all of its owned customer data as well as online digital experience tracking metrics into one centralized platform to create an MGP, which is updated in real-time to reflect the latest customer interactions.

Your MGP should incorporate data such as social media activities, location information, customer preferences, and order history to inform how you can deliver content and offers that will add value and increase sales.

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2. Personalized interactions on social media

TGI Friday’s uses a chatbot technology to deliver one-on-one interactions with guests on Twitter, helping them find nearby restaurants, place takeout orders, and more.

Social media platforms are launching more features that allow brands to personalize customer experiences. Besides providing customer service, you can also leverage customer data to deliver personalized offers in the right place at the right time.

3. Special offers via mobile apps

Through their app, TGI Friday’s uses push notification to send reminders based on customers’ past purchasing behaviors. The app also makes it easy for customers to re-order their favorite dishes from a list of past purchases.

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4. Automated email personalization

TGI Friday’s uses email to stay in touch with customers and deliver personalized offers to encourage them to order online or visit the restaurants.

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Here are some ideas for using email marketing in your restaurant business by leveraging customer data:

  • Offer personalized discounts based on order history.
  • Send birthday and anniversary emails.
  • Update customers on loyalty rewards.
  • Reach out to guests who haven’t visited for a while.
  • Offer priority reservation for the busiest holidays.

5. Push notifications to encourage first-time orders

Offering a mobile app is a great way to market your restaurant business. However, having downloaded the app doesn’t imply that a user would convert into a customer.

TGI Friday’s sends out a push notification with a discount code to entice these users to place their first orders. This personalization strategy has helped the restaurant chain 3.8x the conversion rate.

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Omnichannel personalization is the new frontier in Restaurant Marketing

New technologies are now making it much easier to collect and analyze a large amount of consumer data to inform your marketing strategies.

By using a robust centralized platform to manage your customer data, you can deliver highly personalized messaging and offers to build relationships with your customers and increase sales.

One of the greatest challenges as a restaurant owner is learning how to create prolonged customer engagement across channels that assists in maintaining consistent customer traffic despite fluctuations in weather. Customer engagement is a pivotal factor in determining a restaurant’s level of success: According to a recent study by Deloitte, customers value being engaged by a restaurant more than any other experiential metric. In fact, 34 percent of customers reported that engagement — which is defined in this study as when the restaurant interacts with the customer in a “friendly, authentic, and hospitable way” as the most important factor in determining whether or not they are satisfied with their visit to a dining establishment.

The change in seasons presents an opportunity for you to engage customers through implementing changes in your menu and services which will lead to renewed customer interest across channels, enabling your company to maintain margins even during the most challenging winter months.

Prioritize omnichannel delivery

In order to build your business during cold season, you will need to take into account how consumer behavior differs as the temperature drops. Customers order higher amounts of food delivery in cases of extreme weather and food delivery platforms such as Grubhub see an increase in growth during cold weather months. Home delivery is a growing segment for restaurants, leading CNBC to predict a 79 percent increase in home food delivery by 2020. As a result, you must be prepared to cater to seasonal consumer demand for home delivery with a seamless omnichannel presence across channels.

By streamlining your business’s mobile functions and focusing your marketing efforts on promoting your local affiliations on social media, you’ll be prepared to cater to the growing demand for home delivery.

Opportunity for mobile expansion

A recent study by the National Restaurant Association found that 46 percent of smartphone users use their phones to order food at least once a month. Increasing customer demand for smartphone-optimized food delivery has led to rapid growth of custom delivery service platforms such as Grubhub. Even more notably, 60 percent of Grubhub’s over 3 billion dollars in annual local revenue is generated through orders on mobile devices.

Grubhub’s expansion highlights the growing opportunity for restaurateurs to reduce revenue loss through the outsourcing of restaurant functions such as food delivery to outside enterprises. Keep sales in-house by strengthening your company’s omnichannel functions to increase sales that might otherwise have been lost due to consumer buying patterns and restaurant delivery startups.

Promote affiliation with local growers

Consistent output on social media is essential to maintaining customer engagement during times when the temperature prohibits them from visiting your physical restaurant. Promote your connection with local growers and Farmers’ Markets in order to expand your restaurant’s visibility on social media. According to a 2016 survey by the National Restaurant Association, 57 percent of adults prefer restaurants that serve locally-sourced food. In light of this evidence, there is a substantial opportunity for restaurateurs to grow business during off-seasons by partnering with local growers and creating hashtag campaigns to drive restaurant traffic.

Collaborating with local companies also gives you that ability to market your business through #shoplocal social media campaigns. For example, restaurants in Boston, Massachusetts collaborated to create the Boston Local Food Festival. At the outdoor festival, members of the community can experience local food and support small businesses, as well as meeting local growers and fisherpeople from Boston’s wharf. Look into online marketing software platforms such as BuzzSumo and Sprout Social to assist in identifying the right hashtags to market your company’s local affiliations.

In addition to publicizing partnerships with local growers, participate in events such as American Express’s Small Business Saturday to promote your restaurant’s affiliation with your local community. Small Business Saturday facilitates omnichannel marketing for small businesses and restaurants by offering retailers customizable social media materials, website banners, and in-store signage to promote the annual shopping event held on November 25th.

Are you interested in learning more about how to create an omnichannel customer experience and increase engagement? Read how NectarOM increased TGI Fridays in-app conversions by 35% here

Increase sales and improve customer loyalty with personalized marketing

Your customers want to feel special.

They want more than a one-size-fits-all mass marketing message from the brands they love.

Delivering a tailored experience to your customers isn’t just a touchy-feely thing.

A study found that 59% of shoppers who have experienced personalized marketing believe it has a noticeable influence on their purchasing decision.

A personalized shopping experience is particularly important for eCommerce websites when it comes to building connections with customers.

Thankfully, new technologies are making it possible for online merchants to deliver that warm and fuzzy feeling using personalized marketing:

Use Personalization To Increase eCommerce Conversion

The foundation of omnichannel personalization is the creation of a single customer view. After you have your 360-degree customer profiles set up, you can leverage the customer data in all of your customer touchpoints to deliver the right message and the right offer at the right time.

Personalized Product Recommendations

Today’s customers have little patience for recommendations that aren’t relevant to them.

75% of shoppers prefer to buy from a retailer that recognizes them personally by name, recommends products based on past purchases, browsing history, and other interactions with the brand.

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Personalized recommendation is particularly well-suited for selling “long-tail” items that may not make it to other forms of product recommendations.

Customer history and preferences can also be aggregated to offer recommendations to new visitors by mapping their browsing behaviors to the preferences of registered users with similar interests.

Personalized Email Campaigns

Personalized emails with relevant content and promotions can help drive traffic to your eCommerce website and increase conversion.

To personalize your email campaigns, you can:

  • Segment your email list based on buyer personas, taking into account how they think, what drives their decisions, how they buy, and what they’re trying to accomplish with your products
  • Send triggered or behavioral emails based on customer’s interaction with your website. E.g. when they abandon their carts, recently made a purchase or have browsed a series of similar items

Personalized Content Marketing

Content marketing is a great way to cultivate trust and nurture relationships with your potential customers by building brand awareness and providing value.

It also allows you to target customers who are in specific stages of their buyer’s journey with highly relevant information.

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You can target content to your audience through email campaigns, personalized website view, or social media marketing campaigns.

With an omnichannel marketing platform, you can track the audience’s interaction with your content across all touch points to effectively move them along the purchasing path.

Personalized Mobile Marketing

Mobile marketing includes the use of SMS, MMS, In-App Ads, QR Codes, etc. to deliver messages to shopper’s mobile devices.

To deliver highly-personalized messages and offers to your customers without being a nuisance, you need to:

  • Track user permission
  • Focus on making connections and building relationships
  • Pay attention to the frequency of push notifications
  • Deliver messages that match the context
  • Allow recipients to control the amount of communication they want to receive from you

Personalization is the key to unlocking the power of omnichannel marketing so you can be in the right place at the right time with the right message.

Many retailers who implemented personalization strategies have benefited from this technology:

  • 74% enjoyed a boost in sales
  • 61% saw an increase in profit
  • 58% experienced a swell in online traffic
  • 55% made improvement in customer loyalty

If you’re ready to increase the sales and conversion rate of your eCommerce store, see how our omnichannel marketing and hyper-personalization platform can give you the tools to succeed.


As omni-channel personalization moves to center stage in the retail markets, insurance companies are forced to join them. The switch is less about staying afloat with the market trends, it’s become essential for remaining as a business.

Some insurance companies do this right, growing their consumer base through targeted advertisements, appeal of their support, and personalized interfaces. Others are still trying to play catch up in the fast paced digital market.


The Consumer Journey

The battle starts here. So many fronts have opened, thanks to an online world, that reach consumers at various levels. Social media, advertisements, and search engines all attract potential clients and start them on their journey.

Where many companies fail is guiding them through that trip. While customers view every interaction with a business as a collective path, leading them to their desired end-state, insurance companies continue to see each event as singular. The agent is in a different department than the IT team, so how would that affect the customer?


The insurance companies that are dominating the market and continue to grow understand how to integrate their different branches into a unified front. They see the IT guy as part of the journey rather than a separate road the consumer can travel.

More so, in a market where empathy can breed success, customers are starting that journey with well defined interests. Life insurance to help their family after a death. Vehicle insurance to get them back on the road after an accident. Whatever type of insurance they’re requesting is important to them. Identifying this and being able to track it through each of these departments can better assist the customer.

McKinsey reports that “more than 80 percent of shoppers now touch a digital channel at least once throughout their shopping journey”. Try to say the IT guy isn’t an important part of that path now.

More than 80 percent means it’s not only important to be segmenting the audience for personalization, it’s become vital. In the same report, McKinsey stated that, “satisfied customers are 80 percent more likely to renew their policies than unsatisfied customers.”

Through the collection of data points, insurance companies can personalize their approach to the individual, building a crucial sense of trust by tending specifically to the customer’s needs.


Personalization for Insurance

A study by Accenture found that “78 percent of customers say they would share personal information with their insurers to obtain personalized services.” Over a third also claimed they’d willingly pay more for those services.

Personalization isn’t the way in, it’s the way up.

Accenture accurately breaks down the method for personalized interaction with their “4 R’s of Personalization” .

Recognize, Remember, Reach, Relevance.

All personalization starts with the collection of data and insurance companies are no different. The hard part is turning the data into actionable content.

Insurance companies have the opportunity to easily acquire implicit and explicit data. Offering a free quote can be a window to more information than you can use at once, but it’s openly granted by the customer. Through social media engagement and web behavior, insurance companies can study interactions to further develop a marketing strategy and grow their reach.

What’s unique about the insurance market is the agent’s “face to face” interaction with the customer. Emails can be sent from the business’ distribution list to engage a customer, but an agent is able to follow through. They can collect information from the emails and store it under the individual account so any other agent can quickly treat the customer as though they’ve worked together all along.

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Other techniques involve custom 800 numbers that are specific to a page. When the customer uses that number, insurance companies can identify where the customer found it and tailor the interaction to fit their needs.


Personalization for Customer Service

The opportunity to create a more wholesome interaction with the customer is becoming the spear that many companies use to impale themselves. McKinsey saw that the leading insurance companies were the ones delivering better customer experiences and gaining clients who’d grown unhappy with their current provider.

Rapport with the customer grows more important every year as society moves towards a larger digital presence. It’s easier than ever for individuals to find better rates and promotions with other companies, forcing insurance agencies to monitor competition and focus a more direct approach to keeping the customer.

Through personalization, companies can increase brand loyalty and make it harder for other companies to sweep up their client base. Creating that awesome experience can pay for itself, sometimes more so than advertisements and events.

Emails should offer help to the customer’s specific problem, not generic sales. If a customer repeatedly calls rather than using messaging systems, an actual conversation should be held.

These are just a few examples, but when you link them together, they become even stronger.


Omni-channel Personalization

Every personalization technique is wasted if they’re not integrated into a single system. Knowing a customer’s name does nothing unless you track his issues and engage them. With tools like linked Facebook sign-ins, it’s easier to track customer likes and status updates.

Through requests for information or quotes, social media, or browsing history, insurance companies are able to develop a plan for each customer. As customers travel along their journey towards a purchase, companies are using all of these to collect information to engage with them.

With the data collected, they’re able to increase conversions, brand loyalty, and customer satisfaction, while lowering wasted quotes and negative feedback.

All of the companies listed below have an omni-channel personalization strategy. But additionally, they study market trends to see where advertisements and introductions to their business can be made. You’ll be surprised with how some of the companies collect data and put it to work.

Check out these other ways the top dogs in the insurance market have added channels to their business’s personalization.


1. State Farm Group

On their mission page, State Farm acknowledges their customers want a personalized experience. It’s not surprising they achieve it. Their collection of information is best seen through some well developed applications.

State Farm constantly pulls data through their personalized mobile app. The app offers driving routes, weather reports, and reminders for things like A/C filter changes. When it is time for a filter to be swapped, they’ll provide you with a list of the closest stores to purchase one.

When a customer opens the app, they’re seeing a page unique to them, but still connected with the State Farm name.

They also maintain a website called where users can enter their actual home address and watch a robot destroy it. This was done as a different way to demonstrate that they’ll always be there for you.

Both of these gather data and put it to immediate use, improving the customer’s experience. Although the latter is more entertaining, it’s a unique technique that has paid off, driving them traffic to other sources and increasing brand awareness. It’s helped to assist them in leading the insurance market by billions of dollars.

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2. Allstate Insurance Group

Allstate uses applications in their own way. Using their mobile app can use the geo-location feature to request assistance after having car trouble. They can also log all of their maintenance requirements and details which can help diagnose the problem.

Along with the geo-location features, if you’re waiting for a flight at an airport, you may get an offer for travel insurance.

While the location data is essential to a lot of their market, they still use other points to recommend different products. Their ‘Personalized Insurance Proposal’ uses and collects data on customers in order to give them a plan that meets the needs unique to them.

These tactics have helped with customer satisfaction overall, allowing Allstate to maintain their enormous client base.


3. Progressive Insurance Group

In 2007, Progressive was proud to offer a personalized experience for their customers. They identified early that treating each customer individually would take them far.

In the same manner, they’re well known for their ’Name Your Price’ program. It pioneered the idea, giving customers a personalized plan based solely off what they wanted to pay.

If leading the way on those fronts wasn’t enough, Progressive, was one of the first to use telematics. This long distance digital information allowed them to see actual driver behavior and reward customers based off their proven records. Discounts were granted for safe driving and, according the a case study by J.D. Power it increased customer satisfaction as a whole.

These, along with their ’Snapshot’, have kept the company growing at a significant rate and it continues to look for ways to improve.


4. Farmers Insurance Group

Farmers Insurance took a very different approach to omni-channel personalization. They partnered with the developers of the FarmVille Facebook game. Through this method, they were able to increase brand awareness and prove they could reach out to customers in various ways.

The strategy allowed them to collect data that users offered by having open social media accounts and connect on a different level. Because they were trying to engage those specific people, it was easy for them to interact. Through a sweepstakes, they were able to show people from the game to their website, offering more chances for conversions.

By coupling the game with a sweepstakes, Farmers more than doubled the amount of likes on their page and was able to gather beneficial information about their fans.

Farmers also became the first company to put a hashtag on a vehicle in a NASCAR race, branching out in a very different way.



If anyone isn’t familiar with the company that in “15 minutes could save you 15% or more on car insurance” hasn’t turned on a television or radio for years. GEICO, through more than a descriptive slogan, has become a frontrunner in the auto insurance market.

GEICO quickly understood that personalization was the key to their marketing strategy. Through systems within their app, they are able to maintain user information and cut the undesirable wait times from customer interactions.

With their Quick Messaging addition, customers can leave messages for representatives and leave the app. When an agent has a reply, they receive an app push notification. This allows customers to take care of the things they want to, rather than acknowledging hour waits.

More prominently, GEICO’s spokes-character was spawned from their data collection and became one of the best known characters in advertising. After running an initial series of ads, they were able to correlate a growth in customers.

All of these businesses use omni-channel personalization in similar and different ways. The goal for insurance companies is to create a better experience for their customers. Because rates can only drop so low, the best way do this is with exceptional service. Using data, they can tailor interactions to specific individuals and do just that.

Exclusive Bonus: Download the FREE overview of the Top 5 Insurance Companies that are Crushing It with Omni-Channel Personalization