The need for personalization of offers, online experience, services, products, and communication is not a totally new trend. When we get a personalized service or product it means the marketer treats us well as individuals. Such approach can lead to greater brand loyalty.
The Boston Consulting Group found in 2017: “Already brands that create personalized experiences by integrating advanced digital technologies and proprietary data for customers are seeing revenue increase by 6% to 10%“.
They also think that over the next five years in three sectors alone—retail, healthcare, and financial services—personalization will push a revenue shift of some $800 billion to the 15% of companies that get it right.
The next big step in personalization will be when voice recognition and artificial intelligence become mainstream tractions.
Digital communication personalization at Foremost
Foremost has recently unveiled the next stage of development to its Elite Marketing Programme (EMP), with the advancement providing an unprecedented level of personalized digital communication for the leading retail and marketing group’s members.
The new Premium Service will enable the group’s more than 380 PGA Professional members to deliver profiling of individual customers on their database, with these profile splits dictating the relevant content that each customer will receive.
Improvements will enable customers to be targeted more specifically than ever before, with relevant content based on gender, ability and customer type providing a fully personalized communication.
What surprised me that only now they enable members to be able to address each customer by name….
I can’t avoid asking, but who will analyze the collected data that these PGA Professionals have got? I return time to time to this notion that golf clubs, golf academies, but also companies like Foremost need to be able to analyze CRM and other data.
Without data analysis, there will be no serious communication, service, online experience etc. personalization.