[[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#Article","articleBody":"Loyalty is hard to come by, especially in the consumer packaged goods market. In fact, only 8% of global consumers consider themselves loyal to the brands they use.\nIt boils down to differentiation of experience. If all brands offer essentially the same experience, it\u2019s easy for consumers to try out a new brand.\nCPG brands need to offer a unique experience to encourage shoppers to buy from them exclusively. A solid omnichannel personalization strategy helps make that happen.\n \nLoyalty rewarded: Customer retention strategies for retail\n Customers notice when they're not valued. Retailers should focus on keeping their loyal customers by making digital a priority and delivering omnichannel, personalized customer experience. \nOmnichannel personalization for relationships that last\nAcquiring new customers is great, but will those shoppers come back? Customer acquisition costs vary widely across verticals, but it\u2019s well worth the investment if a shopper makes multiple purchases over time.\nBrands are investing in the post-purchases experience to make sure those shoppers are incentivized to return. To accomplish this, they have to gather plenty of customer data to understand the desires, experiences, and opinions of their customers.\nGetting customer retention right can even lead to the holy grail in retail: word-of-mouth marketing. This retail marketing strategy drives $6 trillion in annual consumer spend, accounting for 13% of sales. And it comes with the added bonus of trust, as 90% of shoppers are more likely to trust and buy from a brand recommended by a friend.\nBeyond being a strong indication of trust, word-of-mouth marketing also lowers customer acquisition costs over time as customers encourage first-time buyers for free. But getting to this stage takes a considerable amount of time and focus.\n \nHow to personalize customer experience: A D2C road map\n Learn how to personalize customer experience and see massive direct-to-consumer success. First-party customer data provides the insight brands need to deliver. \nThe data-driven loyalty loop\nThe key to building long lasting relationships in retail is investment. Shoppers want to know that you understand them on a deeper level; this is often the result of targeted, omnichannel personalization campaigns.\nWhen a brand can prove that they can align with a customer\u2019s hopes and wants, that shopper is much more likely to return for more.\nIt\u2019s an endless loop: when retailers have more data about their customers, they can market to them on a more personal level. And when a shopper feels a connection thanks to personalization, they are more likely to browse a site more and, deliver more intent data on a golden platter, and check out again.\nThe shopper journey has so many touchpoints along it. The moment of purchase matters, but it can\u2019t be the only goal. Brands must take a holistic view and continue to provide delightful experiences along the entire customer journey.\nThere are now countless ways to interact with consumers and, with the right amount of effort and mix of channels, engagement can be continuous. Brands can have a steady stream of interactions with shoppers to further build the relationship and nudge them toward taking another action. \nA retail balancing act: Omnichannel personalization\nOmnichannel personalization requires massive flexibility because each customer might need a slightly different experience across each sales channel. Succeeding in the direct to consumer realm means knowing what to and what not to present to them.\nIt\u2019s easy to bombard shoppers with offers on many channels. That makes having a deep understanding of what they really want and what channels matter most to them that much more important. An effective omnichannel personalization strategy strikes the right balance and changes it when data suggests a new approach might work better.\nOptimizing for omnichannel means getting these three factors right:\ncommerce everywhere\npersonalization\nreal-time engagement\nWhen perfected in unison, they form an effective personalization engine that enables brands to differentiate themselves for competitive advantage, a more personalized experience across channels, and ultimately accelerate growth and profitability.\nBy unifying data across channels to gain real-time insights into what consumers want, CPG companies can engage in real-time engagement based on the buying signals and individual preferences.\nOmnichannel personalization is the new frontier for brands. Not only do they have to be present on the channels their target customers enjoy, but they also have to meet them there with an experience that customers find personally fulfilling.\nOld direct-to-consumer marketing playbooks don\u2019t work today. Tap into the future of CPG, DTC, engagement, and loyalty HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/06\/Angelica-Valentine-150x150.jpg"},"name":"Angelica Valentine","sameAs":["https:\/\/twitter.com\/AngelicaSaidSo","https:\/\/www.linkedin.com\/in\/angelicavalentine"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/angelica-valentine\/"},"dateModified":"2022-01-01T02:55:06+00:00","datePublished":"2021-09-15T05:15:10+00:00","description":"Omnichannel personalization is the new frontier. Here's how CPG brands can offer a fulfilling experience on the channels that matter most to their customers.","headline":"The case for omnichannel personalization: Beyond the sale","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/09\/Retail-omnichannel_1200x375-1200x630.jpg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/","name":"The case for omnichannel personalization: Beyond the sale","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#Article"},{"@type":["Article"],"@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#Article","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/","publisher":[{"@id":"https:\/\/www.the-future-of-commerce.com\/"}],"author":[{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#Article_author_Person","image":[{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#Article_author_Person_image_ImageObject","url":"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTUwIDE1MCIgd2lkdGg9IjE1MCIgaGVpZ2h0PSIxNTAiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyI+PC9zdmc+"}],"sameAs":["https:\/\/www.linkedin.com\/in\/angelicavalentine","https:\/\/twitter.com\/AngelicaSaidSo\nhttps:\/\/www.linkedin.com\/in\/angelicavalentine"],"url":"https:\/\/www.the-future-of-commerce.com\/contributor\/angelica-valentine\/\nhttps:\/\/www.the-future-of-commerce.com\/contributor\/angelica-valentine\/","name":"https:\/\/www.the-future-of-commerce.com\/contributor\/angelica-valentine\/\nhttps:\/\/www.the-future-of-commerce.com\/contributor\/angelica-valentine\/"}],"subjectOf":[{"@type":"FAQPage","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#Article_subjectOf_FAQPage","mainEntity":[{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#subjectOf_FAQPage_mainEntity0","name":"Omnichannel personalization for relationships that last","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#subjectOf_FAQPage_mainEntity0_acceptedAnswer_Answer","text":"Acquiring new customers is great, but will those shoppers come back? Customer acquisition costs vary widely across verticals, but it\u2019s well worth the investment if a shopper makes multiple purchases over time.Getting customer retention right can even lead to the holy grail in retail: word-of-mouth marketing. This retail marketing strategy drives $6 trillion<\/a> in annual consumer spend, accounting for 13% of sales. And it comes with the added bonus of trust, as 90% of shoppers are more likely to trust and buy from a brand recommended by a friend.Beyond being a strong indication of trust, word-of-mouth marketing also lowers customer acquisition costs over time as customers encourage first-time buyers for free. But getting to this stage takes a considerable amount of time and focus."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#subjectOf_FAQPage_mainEntity1","name":"The data-driven loyalty loop","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/09\/15\/the-case-for-omnichannel-personalization\/#subjectOf_FAQPage_mainEntity1_acceptedAnswer_Answer","text":"The key to building long lasting relationships in retail is investment. Shoppers want to know that you understand them on a deeper level; this is often the result of targeted, omnichannel personalization campaigns.When a brand can prove that they can align with a customer\u2019s hopes and wants, that shopper is much more likely to return for more.<\/span><\/span>It\u2019s an endless loop: when retailers have more data about their customers, they can market to them on a more personal level. And when a shopper feels a connection thanks to personalization, they are more likely to browse a site more and, deliver more intent data on a golden platter, and check out again.The shopper journey has so many touchpoints along it. The moment of purchase matters, but it can\u2019t be the only goal. Brands must take a holistic view and continue to provide delightful experiences along the entire customer journey.There are now countless ways to interact with consumers and, with the right amount of effort and mix of channels, engagement can be continuous. Brands can have a steady stream of interactions with shoppers to further build the relationship and nudge them toward taking another action.