TECHNOLOGY
Digital Marketing
It’s Personal CONSIDER TAKING THESE STEPS TOWARD MORE CUSTOMIZED DIGITAL MARKE TING SOLUTIONS IN 2019. By Randy Hofbauer oday’s brands exist in an age when every fan wishes to engage on a personal level — and the most beloved brands out there know how to do so. That reality is no different for grocers, which are expected to reach every customer by understanding needs and guiding each person along the path to purchase in the most frictionless way possible.
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Some 90 percent of respondents to a 2017 survey said that they find personalization appealing, and 80 percent said that they would be more likely to do business with a company if it offers personalized experiences, according to “The Power of Me: The Impact of Personalization on Marketing Performance,” a 2018 report from Irving, Texas-based digital marketing firm Epsilon. Moreover, consumers who believe personalized experiences are very appealing are 10 times more likely to be a brand’s most valuable customer — those expected to make 15-plus transactions in one year. And those respondents who believe that companies are doing very well on offering personalized experiences shop more than three times more frequently. The fact is, you can’t be a truly progressive grocer today and not offer personalized marketing to your shoppers, and this reality is only going to become more pressing in the coming years.