One way that brands are setting themselves apart is by providing greater levels of personalisation. Today, personalisation extends from communications to the online and in-store experiences, loyalty programmes, and beyond. Personalisation is not just a “nice to have”—it is what shoppers expect. According to Accenture, 84% of the public and 94% of fashion enthusiasts want personalised fashion recommendations. As brands close in on the dream of creating a digital personal shopper for every customer, they’re linking systems together and applying new technologies like machine learning and artificial intelligence
We’ll talk you through four facets of the future of personalisation, and how big fashion brands are beginning to make them a reality. In this guide we will help you with getting personalisation right.
Here’s a sneek peak of what you can expect to learn in the guide:
Get to know your customers; Successful personalisation depends on understanding your customers. What do they like? What don’t they like? What demographic segment do they fit in?
Gather data with consent; Brands also need to be aware of data protection laws. That means following the rules laid out in the Data Protection Act. Membership programmes are a popular way to convince customers to share their data, and most feel fine with this—they know what’s happening and they get something in return.
A unified system; The same data that is useful for the recommendation algorithm is great for making the membership programme feel more personal. Ensure that data stored in the customer data platform (CDP) is well organised, current, and accessible to teams across your organisation so they can create the best possible experiences.
Download the full comprehensive guide here to see all best-in-class examples from some of the leading fashion brands out there.
Voyado is the ultimate solution for personalization and relevance across all channels—online and offline. Used by retailers and e-commerce companies across Europe, the Voyado customer experience cloud makes it possible for every brand to engage customers, elevate shopping experiences, and evolve their own businesses. Used by more than 300 + brands such as Samsøe Samsøe, NIKKIE, Dille & Kamille, America Today, Daniel Wellington, Filippa K etc.