Business Builder

Personalization, For the Win

By October 12, 2017 No Comments

Personalization matters to Consumers

Personalization is a hot topic. Younger consumers are more inclined to purchase products they perceive as being developed to match their lifestyle. Consumer research conducted globally in 2016 by GlobalData, reported 66 percent of consumers are more likely to purchase products based on personalization versus a traditional category or label like age or gender.

Let’s face it – young people have grown up with the internet and online services enabling unique selections custom-tailored to their interests. It stands to reason that individuality matters to them. How do you address this need with your business?

1. Personalization is about letting them have their say, listening to them and learning from what they tell you. was created to provide personalization and give consumers a better platform to provide feedback and have it be heard — instantly. In addition to facilitating a conversation and gaining key insights on what matters most to your customers, you can engage in meaningful and valuable dialogue, and encourage reviews that influence others.

2. Appreciate and recognize their feedback, no matter what.

Receiving honest feedback can be a little challenging to accept at first. Letting your customers know that you are listening and you appreciate what they are telling you reinforces what most companies aspire to provide: great customer service. If your customers are communicating with you, they are giving you an opportunity to engage, listen and learn. How does the interaction/experience influence their perception of your brand? What should you emphasize, and what should be minimized? What is the overall impression you are providing your consumer audience?

3. Don’t bombard them with messaging that doesn’t matter.

A few years ago, many businesses implemented (ugh) saturation campaigns , but often went about it in disingenuous ways, leading to consumer backlash. An example of this would be the business that sent weekly — or daily — emails, many postcards and letters, and seemed to own the media outlets around town. That type of “top-of-mind” resulted in being thought of as bottom-of-the-barrel.

While name recognition and brand awareness is invaluable, to the personalization market, they need to matter to you, for you to matter to them.

4. Do something important.

You probably already do this — but you might not be communicating enough about it — focus on causes that matter most to you. There are over 5,000 animal shelters nationwide; there are lots of human causes that could use your attention, too. If you can’t decide on a cause to endorse, you could even have your customers vote on nonprofits to support. More on this in the marketing library.

5. Always learn, and share what you understand.

There are many ways to facilitate shared knowledge. The way you communicate with your audience — what you say, how you say it and where you say it — can resonate with your commitment to understanding your consumer and their shared beliefs.

One example is Penzey’s, an online and brick and mortar spice company. The founder, Bill Penzey, communicates his personal beliefs on equality and politics on social media, in product offerings, and in email newsletters, Remarkably, he has created a very loyal audience. Bill’s personalization and his company culture are built on the concepts of equality, inclusion, respect, and understanding. While this may be offensive to a few, his beliefs have translated to sales growth and are true to his company and brand. Simply put, Bill Penzey’s perspective is the brand and culture. is designed to provide the platform to leverage consumer insights and customer experience and deliver positive results for businesses.