How should brands maximise the value of personalisation?
Every marketing expert tells us that personalisation is the big focus for today’s brand. It is no longer a question of whether to personalise, but how. This is particularly true when reaching younger consumers, plugged into social media platforms where ‘selfies’ and novel personal experiences are highly prized.
The Challenge of Privacy & Personal space
However, brands are treading a fine line between offering added value and appearing invasive, with consumers increasingly savvy about holding onto their personal information.
The way forward lies with engaging in-store experiences that make customers feel they are being offered something tailored and extra special, and crucially — where they are allowed to control the experience themselves.
Consultants can help consumers navigate the digital world using in-store tablets, offering explanations for the gathering of data with the assurance of opt-outs. The human touch also enables impulse purchases through advice and suggestions, in a way not easily achieved with on-line shopping alone.
Personalising Fragrance & Cosmetics
Through our long track-record of working with brands and retailers in the fragrance & cosmetics market, we see that there are a number of ways to captivate with personalised offers, without appearing intrusive.
Adding a personal touch such as engraving & painting offers a sense of exclusivity or uniqueness, while also linking to important dates and encouraging gifting. Hand-painting tied to seasonal promotions or a launch calendar also offers collectability.
In a similar way, ribbon stamping & hot stamping deliver a final flourish and have technologies which are easy for brands to install and staff to learn. They complement a wrapping service, helping to provide convenience for the customer.
The customer can also be invited to select their own case, lid, cover, or pouch, for example, adding the novelty of ‘mix & match’ and turning the purchase into a fun experience.
Adding an interactive multi-sensory experience, such as a custom blending & ingredients showcase, tells an engaging story and teaches a skill (‘choose your fragrance notes and be your own master perfumer’) — thereby increasing dwell-time, while delivering a customised product at the end.
Touch-screen technology to deliver in-store surveys tied to free samples can gather data in a ‘safe space’ with the support of staff, while incentivising with the reward of free samples or discounted purchases.
The way forward is to find the real benefit of personalisation to consumers as technology moves on, knowing how to keep our customers engaged and how to we keep up with their increasing expectations.
The Attic Room is a design consultancy specialising in retail development i.e. project management and installation. We can offer the complete service or tailored components to suit you. We are known for our quality in design and our expertise in linking brands with retailers.
Although we major on design, we also want people to know that we offer in-house manufacturing. From inspired ideas and inspired thinking, we connect your aspirations with practicality — shaping the look of your brand in-store.