The best way to reach out to customers are to cater to their personal preferences and choices. With personalisation, marketing messages can be sent to the end-customers in the most effective manner, adapting to the customers previous purchase behaviour.
This feature is available as an optimization strategy while creating a message in a campaign.
We have introduced three types of personalisation currently: Product, Geo/Store and Time.
Product personalisation is based on the customer’s product preferences and purchase history. The content can be set up based on the products selected. For example, if a product such as ‘dresses’ is selected, the content could be defined as ‘Hey, we noticed you love our dresses. Please visit us and check out our latest collection.’ Similarly, other contents can be created for different kinds of products. Product selection can be singular or multiple for a particular content.
Product personalisation can be chosen as the type of personalisation during content creation.
Users then choose the exact products and define the content and incentives for the chosen products. Several products can be chosen for 1 content and many such contents can be defined.
Store or geo personalisation is based on the customer’s propensity to shop in a particular store or location. This is based on the customer’s purchase history. The content can be set up based on the stores selected. For example, if a store in Bangalore is selected, the content could be defined as ‘Hey, dear customer! Please visit us and check out our latest collection in our Bangalore stores.’ Similarly, other contents can be created for other city stores. Store selection can be singular or multiple for a particular content. Selection can also be made at a zone/sub-zone level based on the brand’s data set up.
Store/geo personalisation is chosen as the type of personalisation during content creation.
Users then choose the exact stores/regions/zones and define the content and incentives for the chosen stores. Several locations can be chosen for 1 content and many such contents can be defined. During store personalisation, it is required to also define a default content, so that if the campaign’s audience does not fall in the selected stores, they receive the default message.
Product and store personalisation
A combination of store and product personalisation is also allowed on Engage+. A content can be set up and associated to a particular set of stores and a particular set of products. Multiple such contents can be set up within a message. The selection of both stores and products personalisation should be made as the first step by the user during content creation.
Post this selection, the contents can be created and multiple stores/products can be associated with each content and incentive.
A message can be targeted to a customer based on when the user prefers to shop. Weekend shoppers can be targeted on Fridays and weekday shoppers can be targeted in the middle of the week. Users can enable time personalization only for the Specific Date schedule type. The system auto selects the duration of the message as 7 days once time personalization is enabled. This will send out the message in 4 time slots per day, across 7 days, based on the specific customer’s previous purchase pattern.
Users can modify this duration from 1 to 7 days. If a user chooses 1 day, then the message would go out on the basis of the customer being a morning or evening shopper/consumer. In the sample screenshot below, the user has set up 4 days as he only wants to target customers from Friday to Monday.
Personalisation message summary and reporting
Users can see the message details on the message summary page after sending for approval. Here, the product/store wise content is shown along with the audience count per content/incentive. The selected products/stores per content can also be viewed.
If time personalization is enabled, then the time wise split of the message contents can also be seen on the message summary page time graph. The selected date and time duration is also available on the summary page.
The performance statistics of the overall message are available after the message goes out, both on the summary page and on Insights+. Currently the reporting would continue at the message level, but we plan to introduce content level reporting for personalised messages in the upcoming quarter.
How to enable personalisation?
Personalisation can be enabled for our clients as an optimization strategy on Engage+ campaigns. Clients interested in this feature can raise a request with the account managers/CS team. The CS team can then raise an internal request to the product team as a ticket.
Customers can be targeted better if the promotions/coupons they receive are customized to their preference. We plan to release offer based personalisation as an upcoming feature. We also plan to release gender and language based personalisation options. As mentioned above, currently the reporting would continue at the message level, but we plan to introduce content level reporting for personalised messages in an upcoming release.