Personalisation:Beyond A Name 2017Creating Connected Customer Experiences: The Modern Personalisation Landscape

IntroductionIntroduction 01Key Findings 02

Personalisation: The Evolution 03Powering Up Personalised Marketing 03

Personalisation Through The Ages 04

Channelling SuccessEnabling Digital 07

Channel Preference 07From Facebook to Footfall 08

The Generation GameMillennial Marketing 13

Getting to Know Millennials 13

Optimising OffersStay Relevant 05

Relevance At It’s Best 05Brand Loyalty Vs. Timely Temptations 06

Influencing Purchase Behaviour 06Loyalty Isn’t Dead 06

Creating ConvenienceForecasting Customer Behaviour 09

Right Here, Right Now 11The Modern Customer 11

Convenience Beyond Delivery 12A Sparkling Example 12

ConclusionKey Takeaways 14

A Word from Tim 16

Personalisation: Beyond a Name

It’s no secret that we are all individuals with different thoughts, interests, habits and preferences. While our diverse make-up keeps things

interesting, it poses a real stumbling block for businesses; if customers are all different, how can we possibly appeal to everyone?

How can we deploy offers and campaigns to increase our market share and effectively drive spend and frequency?

With a ‘one size fits all’ strategy, the answer is that we can’t.

This reality is driving businesses to change, with 42% of marketers naming personalised marketing as a top priority in 20171.

It’s hardly surprising considering the benefits it brings; brands that create personalised experiences are seeing revenue increase by

6-10%2, up to three times faster than those who do not.

Our personalised marketing research finds that taking a personalised approach to when, where and how businesses offer promotions to

their customers has a huge impact on the success of their campaign.

1 Chartered Institute of Marketing 2 Boston Consulting Group

Report Methodology:This report is based on research conducted with 2000 consumers and the insight from Eagle Eye’s technology and advisory experts.

This survey was conducted by Censuswide in September 2017

Key Findings...

Distributing blanket offers and treating customers as identical entries on a

database, rather than individuals, can actively harm their loyalty towards a brand. Personalised offers are no

longer an added bonus, but a necessity.

73% of respondents said the best time to receive an offer is when they’ve run out of a product (i.e. for regularly purchased items). Becoming a genuinely helpful

presence in a customer’s everyday life makes brands indispensable

and ensures loyalty.

Businesses must adapt to these ‘digital natives’ in order to stay relevant and

increase market share in a shifting industry landscape. Millennials will set

the tone for future expectations and the way that new generations expect

to be engaged.

If merchants capitalise on the right moment to distribute an offer, they

can influence behaviour and increase basket spend – whether customers

are passing a store or about to place their order in a restaurant.

Older generations are increasingly recognising the

benefits of integrating technology into their shopping habits, showing

that digital is becoming more incorporated into our lives across

all generations.

It’s clear how important mobile is in our daily lives; consumers are

becoming even more connected to their phones. Retailers and restaurants

must ensure that it is at the heart of their marketing strategy to engage

consumers and attract new customers.

75% of customers are not happy to receive generic promotions;

81% said that relevance was the most influential aspect in whether

they redeemed offers.

67% of 16–24 year olds said they were most likely

to redeem promotions through digital channels

and devices.

It’s not only millennials who are embracing the digital

age; 58% of all consumers now want to receive offers

via digital channels.

Convenience is key; customers want businesses to know and

adapt to their routines to simplify the shopping journey.

Real-time marketing has exponential value; right time, right place, right moment, right offer.

Focusing on mobile is key; it is the only offer distribution

channel that drives immediate consumer action and footfall.

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Personalisation: The Evolution...Forty years ago personalisation might have meant a local shopkeeper greeting their customers by name, or a waitress knowing a regular’s usual breakfast order before they had to ask.

In the age of digital enablement, personalisation is all this and more. With the continuous creation of new technologies, and as new channels and devices emerge, we are increasingly met with new customer journeys across a vast number of touch points.

With less focus on face-to-face contact and a growing customer base, how can businesses retain the personal touch? It is no longer enough knowing a customer’s name and date of birth – we have come a long way since blanket offers. Knowing customer preferences, habits and hobbies is now the key to personalisation.

Yet, many brands and retailers are yet to realise the potential of digital. Far from an obstacle to success, digital opens the door to a wealth of customer data. Businesses now have the ability to know Joe Bloggs from Jane Smith better than ever before.

Today it’s possible to track a customer through every stage of their journey, from browsing products on their mobile to making a purchase in-store. By collecting and analysing data from every aspect of the customer’s journey, businesses can truly understand behaviour, preferences and habits, enabling them to create personalised experiences and promotions to increase chances of offer redemption.

Powering Up Personalised MarketingAs part of an effective marketing strategy, the customer must be at the forefront. Having the ability to collect consumer data will enable businesses to drive personalised and engaging experiences based on preferences and habits.

Personalisation in the digital age requires so much more than just knowing a customer’s name. Successful businesses are recognising the value of treating consumers as individuals, sending targeted, relevant offers that lead to tangible changes in shopping behaviour and driving basket spend.

New technologies mean that businesses now have a wealth of data at their fingertips about consumer preferences, habits and purchase history. There’s no longer any excuse for sending generic, blanket offers. The only thing worse than not doing anything to implement personalised marketing is knowing and not doing.

Tim Mason, CEO, Eagle Eye

It’s no longer a question of knowing a customer’s

name and date of birth, but knowing their preferences,

habits and hobbies

81% said that relevance

is the most influential factor when choosing

to redeem a promotion

New technologies mean

that businesses now have a wealth of data at their fingertips about customer preferences, habits and

purchase history

- Tim Mason

3

Lock and Co Hatters of St James, London, offered a personalised hat-making service by which a customer could simply shout ‘hat’ from their carriage to place an order. The shop’s workmen would check their records for details of the customer’s hat size and style preferences, before making the hat and delivering it to their residence.

Adoption of personalised emails as a marketing strategy, following developments in mail merge technology and the rise of personal email accounts with the launch of Hotmail.

Launch of the first version of web cookies by computer programmers to create a virtual shopping

cart for e-commerce applications. ‘Persistent cookies’ would later be used by advertisers to

record information about a user’s web browsing habits over an extended period of time.

Invention of item-based collaborative filter by Amazon – its famous algorithm

for product recommendations based on a customer’s previous purchases.

Burberry launches My Burberry TV Campaign in partnership with Channel 4’s 4OD TV catch-up service. Viewers personalise the advert by creating an on-screen monogrammed perfume bottle, featuring their own initials. This was accompanied by a mobile campaign that played a personalised video, culminating in live mapping directions to the nearest Burberry store based on location data.

In February 2018 Loblaw will be merging two of Canada’s most popular loyalty programs into one, PC Optimum. This will link analogue and digital channels together through one card, one app and one currency. Eagle Eye AIR will sit at the heart, enabling truly personalised loyalty offers and rewards.

Shop Direct is recognised as an industry leader for its predictive personalisation

using IBM’s machine learning. The store can now predict when customers will run

out of beauty products they have previously purchased and automatically send reminders

to stock up at a suitable time.

Personalisation Through The Ages…

4

of consumers said relevance was influential in whether they

redeemed a promotion

Stay RelevantCustomers are tired of the ‘spray and pray’ marketing technique, which has remained the backbone of many marketing strategies for too long.

Our research identifies that the relevancy of an offer is the most influential aspect of whether a customer redeems a promotion or not. With businesses crying out for attention in clogged inboxes, post-boxes and wallets, those who send customers relevant and personalised promotions will stand out from the crowd.

Collection and analysis of customer data is paramount in staying relevant. From previous orders to dwell times – every piece of data helps towards building customer profiles. With this insight businesses can optimise their promotion strategies to increase the likelihood of redemption, ultimately increasing sales.

of customers want offers based on previous

purchasing preferences

of consumers said that they were unhappy with

receiving untailored offers

54% 81%75%

Optimising Offers

Relevance at it’s BestNetflix has built its success on a personalised algorithm which suggests relevant content to viewers. By tracking users’ viewing history, the business builds a detailed picture of customer tastes and preferences. Netflix recently took this to the next stage by creating personalised ‘preview’ adverts. Netflix selects and shows a trailer for a series or film based on a user’s viewing habits, ensuring the content they are promoting is relevant to each user.

These subtle elements of personalisation make the user feel that Netflix knows them in a genuine way. Strong recommendations increase the amount of time viewers spend watching content on Netflix and minimise subscriber churn.

According to a paper published by Netflix executives, the company claims its AI-assisted recommendation system saves the company $1 billion per year. As one of the most successful digital content platforms in the world, Netflix exemplifies how getting relevance right is the core of successful business strategy.

Collection and analysis of customer data is paramount in

staying relevant

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Happy Friday Jess!Here’s a free glass of wine on us #TGIF

Happy Birthday Joe! Here’s a free dessert with your main course

- myRestaurant - myRestaurant

Receiving offers for dates and occasions they regularly dine out for

77% 76%

71%

60%

54%

Receiving offers when they are located near a restaurant

70% 69% 68%

55%

45%

Brand Loyalty Vs. Timely Temptations Surprisingly, only 8% of consumers are loyal to specific brands while 79% of consumers are open to trying new brands if they are on offer. Retailers and restaurants must realise the potential of timely temptations.

Crucially, relevancy and timeliness are the most important aspects in tempting consumers away from their usual purchases. Be there with the right temptation at the right time and businesses could win brand loyalty.

Influencing Purchase BehaviourThis insight reveals an exciting opportunity for businesses. If consumers are receptive to trying different products, retailers and brands can capitalise on this openness and be creative with their offers in a bid to increase basket spend. Encouraging customers to buy new and potentially higher value products is an effective business strategy – be that adding an extra glass of wine, pair of socks or more luxurious brand of chocolate to their basket.

If customers like what they buy, this initial one-off upsell might persuade them to consistently be adventurous and spend a little more on future shops and restaurant visits, even without promotion-based incentives.

Loyalty Isn’t Dead:Using Customer Data As Part Of A Personalisation Strategy

While relevant offers can turn the heads of 79% of consumers, loyalty is far from dead. 42% of these consumers said that they still prefer certain brands.

Data collection is the key point where loyalty and personalisation intersect. If a customer has shopped with a business before, they have access to more of their data and can build up a more complete profile of their individual habits and preferences. This enables the business to send them the most relevant offers, keeping them a step ahead of the competition.

Percentage of consumers across age groups who said it would be ‘useful’ to receive personalised restaurant promotions

While 79%

of consumers are open to trying new grocery brands if they

are on offer...

...42% of consumers still

said they preferred certain brands

16– 2

4

16– 2

4

25– 3

4

25– 3

4

35– 4

4

35– 4

4

45– 5

4

45– 5

4

55+

55+

6

Channel Preference by age (%)

16–24

9 1014 12

18

65

Post Digital

63 6256

50

25–34 35–44 45–54 55+

Enabling DigitalToday there is an ever-growing number of touchpoints through which businesses engage with their customers. Businesses must strive to stay up to date and ensure that they are communicating with their customers through channels that appeal to them most.

Our research showed a dominating consumer preference throughout all age groups for digital channels (email, mobile, social media) with email standing out as the most popular channel across all respondents.

Digital channels proved particularly popular with younger respondents who as ‘digital natives’ were the most open to mobile and social media promotions.

It is crucial that businesses take note of these consumer preferences to avoid seeming out of touch or complacent. Different communication strategies may be needed for different age groups, for example communication by post may suit 55+ consumers, but may not yield good results with young consumers as they spend less time at home and more time on their mobile.

Channelling Success

7

From Facebook to Footfall:When Channel Choice Drives Success

Tapping into consumers’ digital and social media habits has always been a crucial part of Bulmers’ marketing strategy.

Last year, the British cider brand teamed up with Eagle Eye and Mitchells and Butlers to trial a campaign to capitalise on their strong social media following. This was their “Clicks to Bricks” initiative, translating digital success into physical footfall.

A clickable offer was publicised on Facebook, offering customers a free bottle of cider. The link took customers to Bulmers’ landing page, where customers input name, age and email. In return, they were immediately issued with a unique coupon code, which they could redeem at Mitchells and Butlers outlets nationwide.

By collecting data on the customer journey – from first click through to redemption – Eagle Eye showed how many customers received coupons, which channels they used to find them, and how far along the redemption journey they went. Bulmers could see this in real time, allowing continuous evaluation of the most effective channels for each customer. Bulmers could then adapt the campaign to better target individuals, using individual insight to increase the number of redemptions.

Eagle Eye’s Bulmers campaign not only yielded redemption rates, but also provided unrivalled insight into individual customer preferences via data collection.

By capitalising upon new technologies that have already been wholeheartedly embraced by its customers, Bulmers truly puts the customer at the centre of operations and tailors offers around their life. Cheers to that!

Successful personalisation is about following a way of working that I call DIAL: customer Data, leading to Insight, driving Action, earning Loyalty. If you gather enough data about a customer, you are more likely to know when they are checking their phone and what they are shopping for – this will allow marketers to send a relevant offer at the right moment, and turn a customer’s head away from rival products. Once a customer realises how well a company knows their preferences and sends offers of genuine interest, there is less of an incentive to look elsewhere.

Tim Mason, CEO, Eagle Eye

8

of consumers state it is important that

promotions are given to them when they are

located near to the store or outlet

of consumers state it is important that they receive

promotions when they need to re-purchase an item that they regularly

purchase

of consumers state that it is important that a promotion is relevant and for an

item that they actually want

63% 73% 81%

73% found predictive offers useful in retail scenarios

65% found predictive offers useful in restaurant scenarios

Creating ConvenienceNowadays, consumers want promotions as and when they need them – real-time, convenient and relevant – and as a result, the trend for convenience is booming. IGD predicts that convenience shopping will grow almost 18% between now and 2022 to be worth £47.1 billion.

73% of consumers stated that it would be useful to receive promotions for products that they are about to run out of and purchase regularly. This shows that it is convenient for consumers to receive promotions even before they have started their shopping journey, particularly if they are relevant to their preferences.

In fact, according to IGD, over half of 16–25 year olds and 40% of over-25s shop in convenience stores even if the cost is a little extra. If marketers can capitalise on this willingness to pay a premium for convenience, they stand the best chance of increasing revenue and basket spend.

Forecasting Customer BehaviourPredictive offers – those that anticipate when customers would be most likely to need a product or have an occasion to visit a restaurant – are becoming ever more popular. 73% of consumers found predictive offers useful in retail scenarios, while 65% said the same for dining in restaurants.

Generally consumers have a huge appetite for predictive, personalised promotions. It is now within the interest of businesses to forecast consumer behaviour, and within their power to change consumer behaviour.

40% of over-25s shop in convenience stores even if the cost is a

little extraSource: IGD

It is now within the interest of businesses to forecast consumer behaviour, and within their power to change consumer behaviour

Consumers want promotions as and

when they need them – real-time, convenient

and relevant

9

Ben! While you’re here, why don’t you come in and get 20% off your main?

- myRestaurant

Daisy! Dine in for 2 for a tenner tonight. With a free bottle of wine!

- myGrocer

Hi Aarav, get dessert free when you come in for your Sunday Roast!

- myRestaurant

Amy - are you going out Saturday night? 10% off dresses in-store now!

- myClothing

Welcome Enid! Here’s a glass of wine on us to go with your lunch

- myRestaurant

Retail By analysing customer data from regular purchases, retailers can come to predict when customers might be likely to need products, for example milk, washing powder or toilet roll. Using this insight, retailers can drive basket spend by using strategies such as offering larger quantities at a slightly higher price. With research showing that consumers are willing to pay for convenience, retailers now need to develop strategies to use this to their advantage.

RestaurantsIn a restaurant environment, predictive offers

mean understanding your customer behaviour and knowing when they are most likely to be eating out. This will be based on their

established pattern of dining days (birthdays or usual Sunday lunches, for example). If restaurants know that customers could be

in their restaurant at 1pm on Sunday every week, they can take this opportunity to offer an

already receptive audience extra or high-value products on that particular day.

10

Right Here, Right Now: Evolving a Real-Time Marketing Strategy

Our research also revealed an appetite for real-time offers – those that are delivered to customers as and when they are shopping and dining.

RetailOver half of consumers (58%) said that they would find it useful to be sent offers when they are near shops.

This shows a clear trend towards more spontaneous shopping. Consumers are breaking away from the weekly shop tradition in favour of more convenience-driven shopping. Businesses can take advantage of this by using location data to offer consumers promotions as they shop in real time. With ‘near me’ searches booming, 88% on mobile, it’s high time businesses adapt to mobile-enabled, real-time marketing.

Restaurant63% of consumers said that they would find it useful to receive offers when at the table.

Using beacon technology to identify customers as they enter a restaurant gives businesses the best chance to make diners an offer they can’t refuse. They can send customers a targeted offer based on previous purchase data, or upsell extras that they wouldn’t normally buy.

The Modern CustomerGiving a customer a coupon for a return visit after they’ve paid the bill is no longer an effective strategy. For the busy and demanding modern consumer real-time offers are becoming a firm favourite.

Digital channels will play a crucial role in this shift; if offers are most convenient when delivered on-the-go, analogue cannot compete. Businesses need to invest in technology which allows them to deliver promotions straight to a customer’s hand via their mobile or tablet, and are easily accessible from their mobile newsfeed.

Timing is key. Whilst it’s been traditional for businesses to take a generic approach, distributing coupons after a customer has paid, the research demonstrates real consumer appetite for a more personalised approach.

Driven by convenience, consumers are keen for businesses to know them better and offer them promotions at a time they need them.

Customer appetite for predictive offers and real-time offers in restaurant and retail

58% of consumers said that

they would find it useful to be sent offers when they

are near shops

For the busy and demanding modern consumer, real-time

offers are becoming a firm favourite

Predictive Offers

Real-timeOffers

73%

65%

58%

63%

Retail

Retail

Restaurant

Restaurant

11

!

Convenience beyond delivery: Collecting Consumer Data

ChallengeCustomers want all the benefits that personalisation brings , but they don’t want to fill out endless forms and surveys revealing their preferences. 61% of consumers want to receive promotions based on insight from their location data, but less than a third are willing to explicitly share this data with businesses.

SolutionBusinesses need to provide consumers with personalised experiences without making them work for it. By gathering consumer data implicitly from previous purchases, such as spend, dwell times, product purchases and promotion redemptions, businesses can build individual customer profiles by analysing this data. This is where digital excels. Data about channel preference, brand engagement and purchase history is accurately and unobtrusively collected through ecommerce and mobile enabled tools. The result is a single customer view, smarter marketing strategies, improved customer experience and increased customer loyalty.

A Sparkling ExampleA Convenient Offer

Lucozade Ribena Suntory (LRS), a leading soft drinks manufacturer and producer of Ribena, wanted to launch Ribena Sparkling into the on-trade with a sampling campaign through Mitchells & Butlers pubs. The objective was to drive engagement and brand awareness beyond a traditional on-trade environment. Lucozade Ribena Suntory (LRS) partnered with Eagle Eye to drive its “Reach and Redeem” initiative to deliver personalised marketing into their promotions strategy, through the use of social media.

Using Eagle Eye’s technology, LRS targeted consumers with digital messaging through Facebook, offering a free taster of either of the two flavours at local Mitchells & Butlers pubs. The messages were personalised through geo-targeting, offering consumers the redemption venue closest to them, wherever they might be at that time. Through real-time redemption insight, LRS could effectively re-target to lookalike profiles of potential redeemers, to continue to drive sales.

By focusing on location, LRS tapped into the rising trend for real-time, ‘right here, right now’ convenience. Consumers logging into their Facebook profile through their mobile could take advantage of offers for a spontaneous drink at the closest pub. Using this data, LRS had an end-to-end view of the customer journey, so were able to channel their marketing efforts more efficiently, directly harnessing personalisation for greater ROI.

61% of consumers want to

receive promotions based on insight from their

location data...

...but only

29% are happy to share

their location

12

The Generation Game: Millennial MarketingEvery new generation heralds an overhaul of the status quo. With every cohort comes new habits and new innovations which start at the roots and soon become the mainstream. Ultimately, generations Y and Z will dictate the new now and this makes it so important for businesses to keep up with their preferences and invest in future-proofing their business.

Personalisation hungryThe youngest age group in our research -16–24 year olds - are consistently the most receptive to personalised marketing strategies and they are the most willing age group to share their information in return for personalised offers.

Digital FutureOver two thirds of 16–24 year olds said they were most likely to redeem offers delivered to them through digital channels; a proportion which rose with each younger age category in our research. With this in mind it’s important that businesses anticipate a future of increasingly digitally-dominated communications.

Convenience is KingConvenience is increasingly important, particularly to younger consumers. 70% of 16–24 year olds rate convenience as important or very important, compared to 55% of 55+. We’ll continue to see that the modern consumer wants to be able to shop whenever and wherever they want, online or offline, with minimal effort.

Spontaneous Shopping

74% of 16–24 year olds said it would be useful to receive offers when near shops, over 15% above

the average

Predictive Personalisation

45% of 16–24 year olds state that it would be very useful

to recieve predictive offers from retailers for items they

will run out of.

Generation Y1980–1994

Shaped by technology, they expect the

flexibility and benefits of digital

Generation Z1995–2009

Born into a technology enabled world, they

expect digital in every part of their daily lives

Generational Differences

13

Key Takeaways for your Personalised Marketing Strategy

Relevance

Predictive

Channel

Real Time

Convenience

Gap in the Market

Our research shows that customers are increasingly expecting

promotions that are relevant to and designed specifically for their needs.

By analysing customer data to understand habits and preferences,

businesses can increase the likelihood of promotion redemption.

By acting at the most convenient moment, retailers can incentivise

customers to buy a premium brand or supplement their purchase with a

relevant product. For a restaurant, that means knowing a consumer loves

a Sunday roast and offering them a half-price deal on a pudding they

might not usually buy.

Digital channels are already decisively ahead of the competition, with email coming in as the most favoured offer distribution channel across every age group. Making use of digital channels

particularly favoured by the young, such as social media, is crucial to business

success.

Businesses need to recognise how consumers and their behaviour is

becoming more spontaneous. The traditional weekly shop is dying out as consumers shop more regularly. It’s important for businesses to react to real-time opportunities, offering

consumers deals that could turn their head in the street or at the table.

Offering coupons and offers with the bill is no longer enough; our research reveals that consumers

expect retailers and restaurants to know their routine and adapt their marketing strategies around this.

Retailers and restaurants need to realise the potential of personalised

marketing strategies – not only in terms of improving experience

and brand perception, but also to modify customer habits, increase basket spend and drive revenue.

14

Enable more complex ways of understanding

consumers - from cookies and tailored home pages to targeted emails and more

explicit data collection

Tap into the up and coming digitally-enabled generations.

Generation Y and Z will dictate ‘the new now’, making it essential

for businesses to understand habits and invest in noticeable

innovations

Increase and drive footfall by targeting consumers

at the right time, right place and with the right content to enable personlised customer

experiences.

Make use of data and new technology developments – with

data-collecting tools at their fingertips, businesses need to capitalise on this in order to

truly put their customer in focus

Improve the customer experience – businesses

must ensure that customers feel valued by understanding

their preferences. This will drive emotional loyalty. Nobody

wants to be treated like an identical entry on a

database.

Happy Birthday Lily! Dessert’s on us : )

Hi John, don’t forget to use your promotion - 50% off Fenton’s favourite dog treats in-store today

Jakub - you can get those jeans you wanted in store today

Jane - book me a table at myRestaurant for two at 7 tonight...

Sure thing, Poppy

1

2

3

45

- myGrocer

- myRestaurant

- myClothing

It is essential for retailers, restaurants and brands to understand the importance of

data collection and analysis, and how this can determine the success of a marketing

strategy. Knowing your customer is fundamental – what they want, what they

need, how they like to communicate, and what counts as convenience in their

unique routine. Only with these insights can businesses personalise, optimise and

drive greater ROI.

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+44 (0) 844 824 3686

info@eagleeye.com eagle-eye-solutions

Eagle Eye Solutions

@weareeagleeye

www.eagleeye.com

Personalisation in the modern digital landscape is no longer a simple question of knowing a customer’s name and address. Companies need to know the ins and outs of an individual’s daily routine and preferences; whether they have pets, whether they are allergic to nuts, whether they like prosecco with their meal. The better a company knows the consumer, the more likely it is to produce attractive, tailored offers with tangible impacts on shopping behaviour – increasing basket spend and driving revenue, rather than ending up in the bin.

As younger, “digital-native” consumers increasingly communicate and engage on social media or mobile channels and embrace a convenience-first approach to shopping, it won’t be long until paper vouchers and non-real-time offers are relics of the past.

At Eagle Eye, we’re helping businesses future-proof the customer experience for the digital era. Digital is perfect for a personalisation model because we can easily access data to help build a picture of the customer. Our technology allows businesses to track the customer journey in real-time, revealing what makes it most likely for them to redeem offers. Using this data, businesses can tailor future offers accordingly and even adapt campaigns on the spot, optimising ROI at every turn. For digital success, it’s all about knowing your customer, delivering engaging content through a real-time digital connection.

Loyalty is indispensable for successful personalisation. With every purchase, businesses gather data on a consumer, building a clearer picture of their preferences and improving the customer experience by adapting to these preferences for their following visit. A customer is more likely to develop emotional and functional loyalty when receiving offers which positively impact and improve their shopping experience. Businesses need to show commitment to knowing their customers better than any competitor.

Once you know a customer, you can incentivise them to modify their shopping habits and drive basket spend. Too much investment is usually lost on rewarding rather than changing behaviour. Data insight gives you control over that balance, allowing you to understand where to set a relevant threshold and discover what a customer considers a suitable incentive to spend more.

Although targeted marketing is taking hold at different rates across different channels and industries, one thing is unfailingly clear – in personalisation, as in so many other aspects of business today, digital is the future.

Tim Mason, CEO, Eagle Eye