Purchasing history is often the first source of information that communications professionals will turn to when they want to initiate a personalization strategy. But be aware that one in three Canadians (32%) express discomfort with such a strategy. However, the acceptability index of this approach remains one of the highest (+21). Needless to say that using people's browsing history will generate a highly negative reaction in 40% of respondents (index +9). Finally, geolocation represents is the epitomy of unacceptable "spying", as 61% of Canadians are against this type of indiscretion (index -22).
In the end, the inherent transparency of a survey remains the most acceptable approach to learning more about your consumers, as three in four Canadians (76%) agree with this practice (index of +33).
Be honest with your consumers and explain why you are interested in them. They will be grateful and their relationship with your brand will be stronger.
Learning #1: Waste no time in assessing your targeted communication situation
The best way to effectively define objectives is to establish an overview of the current situation, and to be able to compare yourself.
Learning #2: The relevance of communications determines consumers' opinion of a brand
Get to know your consumers better as individuals. Make sure your communications are relevant to increase your brand's "love score". Otherwise, your brand image will suffer.
Learning #3: Develop customer-centric measures
Identify your best customers, show them some respect and develop a trusting relationship. For those consumers who seem uninterested in your mailings, reduce the frequency of communications until you find out more about them.
Learning #4: Your consumer is evolving
What your consumer finds interesting today is not necessarily what he/she will find interesting tomorrow. Acknowledge their evolution and provide them with the opportunity to share it with you.
Learning #5: Don't underestimate the perception of intrusion
Define what your consumers find acceptable. Don't invoke the law or your existing business relationship to "spy" on them. Give them the opportunity to explicitly accept the information you may use. And above all, explain your intentions.
Learning #6: Start embracing personalization today
If you are considering personalization, do it before your brand is considered irrelevant, as an eventual reconciliation with your consumer may prove difficult.