Understanding the motivation behind personalisation — SwiftERM

The customer perspective

As things stand

Data and the need for more

How to take personalisation to your customers

Three key takeaways

  1. First-party data is vital
    Without robust first-party data it’s very difficult to effectively personalise the customer experience. Gathering this data is the first step towards being able to identify customers, understand intent and deliver bespoke, nuanced messaging. This approach pays dividends: research by PwC has found shoppers are willing to pay up to 16% more for personalised experiences.
  2. Recognise the value of retention
    Whilst new customer acquisition is always going to be a growth priority, it’s important not to overlook existing customers. Bringing customers back to site with relevant, targeted one-to-one communications — for example, around basket and category abandonment, or stock-related updates — is a hugely effective (and cost-efficient) way to increase conversion rates and revenue generated from email. What’s more, McKinsey suggests personalisation programs can cut marketing and sales costs by as much as 20%.
  3. Time is of the essence
    Earlier this year, Google announced that it was delaying its plans to phase out third-party cookies from its Chrome browser, granting a much-discussed extension to 2023. Still, this significant change — as well as Apple’s latest iOS updates — has intensified the urgency to reduce reliance on cookie-dependent acquisition tactics and upweight investment in first-party data, owned channels and personalised customer experiences.



Founder & CEO of SwiftERM the personalization SaaS. Microsoft partners.

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