It’s well been established that customers today have extremely high expectations from the businesses that they interact with. With every purchase, whether online or in store, customers want to feel like they are special. People want to walk into their local coffee shop and be greeted by name as they are handed a low-fat, one-pump vanilla latte with extra whip--without ever having to place their order. Customers recognize when they are being treated personally, and so personalization software is a must have for a business in order to stay top of mind to today’s shoppers.
Out of the many categories we’ve looked at during the Qubit CX Olympics, it’s valid to say that recommendations, content, and loyalty are surely all forms of personalization, among the many others that exist. There are endless ways for brands to show customers that they care, and that their business is appreciated. By implementing thoughtful plans and programs that deliver relevant and rewarding offerings to customers through the many channels available, a business can truly personalize the experience that a customer has with their brand.
Who does personalization best? Let's get to the competition!
Chris Guerra, Chief Marketing Officer at Blue Acorn, understands the importance of personalization software in a digital optimization strategy. As a judge in the Qubit CX Olympics, he’s awarded some of the top brands who deliver an exceptional, personalized customer experience.
From the first user experience, Instacart is on top of personalization. Instacart immediately asks users to provide their ZIP code so it can determine whether service is available in their area. Available grocery stores are then identified by distance and delivery window, setting expectations from the user’s exact location. For returning visitors, merchandising is influenced by past purchasing and viewing behavior.
Disney asks users to indicate their “Travel Style,” which includes who they are traveling with (immediate family, generations of family, couple), what they are interested in (relaxing, high- energy rides, shows, gourmet food), as well as travel dates in order to create a custom package.
L’Oréal allows users to indicate their style for each product type (hair, makeup, skincare, etc…). The brand also asks users to “save” or indicate that they already own a product, as well as requesting that they review any owned products. Users can then save products to a glorified wishlist, which L’Oréal uses to curate personalized product lists, tips, and tutorials.
Expedia preserves a user’s last search date, departure/destination city and passenger info across sessions. Additionally, it serves the last searched-for packages on the homepage, making it easier for a user to pick up where they left off.