Post by wekeve7933 on Dec 5, 2023 7:33:41 GMT
In the eyes of the consumer, the choice of one brand rather than another is increasingly due to the customer experience offered to them. In the era of omnichannel and ultra-personalization, two elements are now becoming decisive: the ability to distribute the right content to customers and the context of this distribution...
A column by Laurent Bouteiller , Regional Special Data Sales Manager at Sitecore When Henry Ford built the Model T, he inadvertently set the impetus for a series of events that lead to where the customer equation is today. One of these was how companies approach customization, with his famous joke: " Model T comes in every color, as long as it's black ." More than a century (and a decade) later, we see, the circle has come full circle. Although we live in an era where Amazon has reinforced the need for brands to offer accessible products at competitive prices, it is no longer enough to simply provide a product, even if it is sold at the best price and equipped with the best features. Indeed, the analysis of the recent acquisition of Whole Foods demonstrates that the real value of a transaction does not lie only in the acquisition of hundreds of stores and wealthy customers but in all the data relating to its customers. .
We have therefore reached a point of transition ; Consumers want useful information regarding the product they are about to purchase or continue to use. And they want to be able to access this information anytime, anywhere, as seamlessly as possible. And this is where the opportunity lies for brands to succeed in personalization. Use more data for a better brand experience Consumers want their interactions with brands to take into account not only their current needs but also their entire history. Moreover, they say they are ready to share their personal data with brands if it reinforces the experiences they have with them. A recent study we conducted shows that almost half of consumers are willing to provide their data to allow brands to personalize their experience.
A column by Laurent Bouteiller , Regional Special Data Sales Manager at Sitecore When Henry Ford built the Model T, he inadvertently set the impetus for a series of events that lead to where the customer equation is today. One of these was how companies approach customization, with his famous joke: " Model T comes in every color, as long as it's black ." More than a century (and a decade) later, we see, the circle has come full circle. Although we live in an era where Amazon has reinforced the need for brands to offer accessible products at competitive prices, it is no longer enough to simply provide a product, even if it is sold at the best price and equipped with the best features. Indeed, the analysis of the recent acquisition of Whole Foods demonstrates that the real value of a transaction does not lie only in the acquisition of hundreds of stores and wealthy customers but in all the data relating to its customers. .
We have therefore reached a point of transition ; Consumers want useful information regarding the product they are about to purchase or continue to use. And they want to be able to access this information anytime, anywhere, as seamlessly as possible. And this is where the opportunity lies for brands to succeed in personalization. Use more data for a better brand experience Consumers want their interactions with brands to take into account not only their current needs but also their entire history. Moreover, they say they are ready to share their personal data with brands if it reinforces the experiences they have with them. A recent study we conducted shows that almost half of consumers are willing to provide their data to allow brands to personalize their experience.