According to new research commissioned by fusion learning, 39% of consumers (rising to 51% of the 18-29 year old age group) spend more money with brands that personalise their products, services or communications.
This is because good personalised experiences are much more relevant and useful to customers and helps to build better relationships. Brands are likely to be rewarded for harnessing personalisation, with better conversion, repeat purchase and advocacy. (source: Econsultancy).
Personalisation therefore offers a very attractive growth strategy for any organisation.
However there are also barriers to doing this well, which makes personalisation both an opportunity and a challenge for Marketers. It’s no surprise then that although 74% of Marketers know that Personalisation increases customer engagement, only 19% of Marketers are using this approach. (source: Econsultancy).
In this report we will look at why personalisation is important to brands, the opportunities presented by technology, who is doing this well – and why. We will also share insights from our own research which we conducted to help us better understand the customer’s perspective on personalisation – the benefits to them but also the frustrations and concerns they have. Finally, we will provide our recommended principles for successful personalisation, taking into account both the customer and the Marketing point of view.
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During my school years I always enjoyed maths and the sciences. After finishing my A levels, I looked into accountancy and decided that it was definitely the right career path for me – and it still is.
As a market that’s growing year on year, brands have an opportunity to make the pure stuff one of the most innovative products around, says Nina Aggarwal, MD and co-founder of brand consultancy Fusion Learning.
People crave for opportunities, but struggle to find one. People look for a mentor, but struggle to find one. People look for a caring and encouraging work environment but struggle to find one. Fortunately, as I have an internship with fusion, I have all these much sought after things and more.
Brands undergo the knife of re-branding for a variety of reasons – the need for brand re-positioning, the current message and logo being outdated or the consumer evolving. Whatever the reason re-brands are essential for brands to stay fresh and relevant to their consumer.
It’s very difficult to describe a typical day at fusion learning and perhaps that’s the beauty of my role and why, even after 9 years with the business, I feel as enthusiastic as I did on day 1.