Customisation has become key to beauty marketing. The development of technology and creative cross-sector thinking have shown consumers what’s possible and raised expectations about levels of personalisation in brand relationships. Customised communications and recommendations are at the core of great customer experiences and conversion: 91% of consumers are more likely to shop with brands who recognise, remember and provide relevant offers and recommendations, according to research from Accenture.
But despite the obvious need for customisation, myths around personalisation abound and brands can still find implementing personalised solutions difficult. In fact, Gartner recently found that nearly two-thirds (63%) of digital marketing leaders continue to struggle with delivering personalised experiences to their customers.
So, what’s holding companies back and how can they choose cost-effective solutions that allow them to build meaningful relationships with consumers?
One barrier to highly personalised marketing is the misconception that it’s costly and a significant investment for business to make. This means brands can be put off pursuing personalisation or believe it’s something they can only benefit from once they hit a certain turnover.
Then there’s the technical challenges. State-of-the-art personalisation tools rely on AI and machine learning, which marketing teams may be new to or unsure about implementing. Brands need to also ensure they’re able to efficiently and effectively collect consumer data from customer touchpoints, in order to give these tools the right data to work on.
Effective data collection is important but so is ethics. Although consumers are increasingly demanding personalised experiences that rely on using their data, there’s still a great deal of unease about the amount of data consumers give companies and what they do with it. If brands want to see ROI on personalisation they need to make sure they’re also sensitive to data privacy and consumer concerns about use.
Yes, a personalised marketing strategy will have some expense attached to it but it doesn’t have to cost the earth. Small brands as well as bigger businesses can benefit from a personalised customer journey with the right tools.
For example, SaaS platforms offering customised marketing solutions allow brands to create personal connections with consumers without having to purchase new software or hardware outright or hire an IT professional to manage it. This makes personalised marketing incredibly accessible and cost-effective for brands and means they don’t have to wait to cross a certain financial threshold before they can develop sophisticated strategies.
SaaS solutions will also typically have a variety of pricing plans so businesses can pick the packages that work best for them and easily scale up or reduce support when they need it. This means expenditure is kept to a minimum, risk is reduced and ROI is maximised.
Furthermore, SaaS platforms are designed to be very user friendly and make data collection and analysis simple for brands. Marketing managers don’t need to be AI experts in order to use customisation tools: the platform handles everything for them.
SaaS solutions can make customisation very affordable but an attitude shift is also needed. Personalised marketing should be seen as an economical strategy and a way to make marketing budgets go further, by increasing conversions and driving up sales. A personalised approach allows brands to get the right products in the hands of the right customers, reducing wasted approaches to customers who have no interest in a certain product and boosting brand loyalty by showing consumers they truly understand their needs and preferences.
For instance, we worked with Clarins on a personalised sampling campaign at the Voici Pop Up, engaging customers with tailored product recommendations that led to fantastic product reception and very strong intent to purchase. 92% of consumers surveyed said they ‘liked’ or ‘loved’ the sample they received and 8 in 10 (79%) said they were likely to purchase a Clarins product in the next 6 months. These figures show just how effective personalised marketing is in winning over consumers in the competitive beauty sector.
Finally, customisation tools can be a cost-effective strategy in helping brands develop a positive data relationship with consumers, increasing brand trust and customer retention.
They can help brands move away from third party data to zero party data, where a consumer willing chooses to input their data. For example, Odore’s platform allows brands to create interactive quizzes or online forms to collect information from customers and then give them experiences tailored to them. This process gives customers greater control over their data as well as giving brands critical insights about the needs and preferences of their audiences.
Customised marketing isn’t only affordable for all beauty brands, it’s a cost-saving strategy in itself. By using the right SaaS tools, businesses can make the most of cutting-edge technology to hyper-target consumers, increase brand trust and loyalty and eliminate wasted approaches.
Don’t let marketing myths get in the way of improved, meaningful relationships with consumers. Using a product marketing platform like Odore allows you to build cost-effective, customised campaigns that will have consumers coming back for more. With in-depth analytics for precision targeting, app integration for seamless working across campaigns and creative ways to collect zero party data, Odore helps brands boost product ratings, improve reviews and drive sales.
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