No one enjoys reading a generic marketing message. With increasing digital fatigue from all our connected devices, it’s easy for marketing communications to get lost in the mix. Even we, as retail marketers, know the number of messages we’re exposed to every day is quite overwhelming. From work to our personal lives, we’re bombarded with emails, text messages, advertisements, and so much more. But the adage of simply “cutting through the clutter” isn’t good enough any longer. We must speak to customers on a one-to-one level. We have to get personal. The great news is retailers capture a plethora of data nearly 24/7 online and in-store. That’s how you start getting personal with customers.

By understanding data, retail brands get to know customers on a level in which other industries struggle. Data helps predict behavior, buying trends, and what resonates with your customer base. It’s how retailers personalize marketing campaign strategies that successfully acquire new customers, keep current customers engaged, and ultimately build a loyal customer base that maximizes customer lifetime value. However, brands won’t be successful in any of this if they aren’t speaking to customers on a one-to-one level. In fact, 72% consumers today say they only engage with personalized content. That’s indicative of why marketers are seeing an average 56% increase in sales when properly leveraging personalization in marketing efforts. Retail brands that build one-to-one relationships with customers realize higher engagement and overall higher returns and revenue. This is not a fad or fleeting trend. It’s what customers expect and that isn’t going to change.

You may be thinking that all sounds great but the term “personalization” in marketing is overused and quite simply a trendy buzzword. Not when done correctly. Many marketers are still only scratching the surface when it comes to personalization strategies. It’s not about simply sending different product offers to different people. It’s about tailoring your marketing campaigns to reach customers with personalized content based on where they are at in their customer journey with your brand. In fact, it goes far beyond communications and promotions. In reality, what you are delivering is a customer experience based on their behavioral data. Personalization allows you to deliver a greater customer experience, build brand affinity, and hopefully even emotional loyalty.

If you’re skeptical that retailers can build this type of personal relationship, you’re not alone. It’s not easy and it takes a strong team of both marketers and technologists. But successful retailers are going all in on in on personalization efforts and for good reason. That’s because 3 out of 4 consumers today say they are more likely to buy from you if you know their name and make product recommendations based on their purchase history. Even if they’re in the early stages of researching a purchase, they appreciate some low-pressure information with content relevant to their search history and shopping preferences.  Even overwhelmed as they are with their inboxes, 62% of consumers are still willing to give out their email address to receive personalized offers. It’s these personalized offers that show you care about helping them rather than simply pushing products. That’s how to start building a relationship with them.

So how do you take your data and turn that into these great customer experiences? Recommend products based on their past purchase history. Customize the images and words they see digitally and in print based on their individual buying habits. For instance, if you know their favorite brand, alert them to new products the brand is launching before the rest of your customer base. Reward them with exclusive access to events, promotions, experiences in-store and/or online. Utilize tiered rewards and segmentation strategies based on their level of engagement. Make them feel special by building that personal relationship and it will pay dividends in 2023.

A graduate of Miami University, Rod Baesman is the third generation to lead this family business—Baesman Group. He loves watching new associates work their way up and grow into a position they never thought possible. He spends his free time outdoors with his family playing tennis, snow skiing, and is currently training to bike 100 miles in the upcoming Pelotonia ride to support cancer research. Most of all, Rod values building personal relationships with his team, his clients, and his community.