Most brands agree: Personalization ranks first among essential elements in driving a successful mobile shopper campaign.1 In the second of our six-part thought-leadership series by Quotient’s Crisp business, we look at what makes personalization such a powerful tool in mobile programs and how to do it right.
But what does mobile personalization mean in terms of scale to a program? “When you talk to the big CPGs, scale is the prominent word,” says Risa Crandall, SVP, managing director at Crisp. “They’re always talking scale, but it doesn’t have to come at the cost of relevant, 1:1 messaging. To scale dynamically means to serve the right message at the right time to the right person. That is proper scale.”
And if it is done properly, it is estimated that every $1 invested in promotions will generate an extra $6-$8 in sales when delivered as a one-to-one, personalized message, according to IRI’s October 2016 report on “Personalized Pricing.”
Data Drives Personalization
Behind successful personalization, of course, is data. “With personalization, the big question is where does the data come from?” states Crisp Chief Technology Officer, Xavier Facon. Are brands using actual purchase data or modeled data? “Companies will be at a disadvantage if they don’t know where the data comes from,” continues Facon. “If you’re only using modeled data sets, that’s not as relevant. That’s not a strong foundation for personalization.” There is a need for modeled data in shopper audience targeting as well, but the most effective personalization begins with 1:1 actual purchase data.
The level of data determines the level of personalization. Crisp views personalization programs as falling into two buckets:
- 1:1 level – This is highly personalized, displaying product offers tied directly to point-of-sale, coupon activation, and consumer redemption data (i.e., a shopper clips a digital coupon and Crisp targets that shopper to urge her to redeem). This is where the market is heading.
- Personal experiences – This leverages data that is relevant to the consumer’s immediate personal experiences when viewing an ad, such as location to a specific retailer, weather and temperature, time of day and wellness.
Examples of Personalization
- Retailer Exclusive Offers – Albertsons Companies partnered with Crisp and Quotient to deliver personalized offers in mobile ads for PepsiCo products across select divisions and retailers for an anniversary campaign. Based on the shopper’s location, the ad’s creative dynamically displayed different products and prices, messaging and Albertsons’ retailer logos.
- Weather – For its Aleve products, Bayer dynamically personalized the design of its ad to match the immediate environment of the viewer, using a weather feed. The ad design changed based on four weather categories (cold, humid, rainy and warm) and displayed the local temperature. A store finder displayed the viewer’s distance from the closest targeted retailers.
- Team – Coca-Cola drove awareness of its brand during the football season, personalizing ads to a mobile user’s favorite team. The ad displayed the time and day of the upcoming game.
- Wellness – Vicks personalized its creative based on factors surrounding wellness and the products that fit best. The ad design changed based on whether the ad was served during the day or night (DayQuil or NyQuil), and its dynamic messaging displayed the current location, time and temperature.
Personalization is a key part of delivering creative ads to shoppers. If done successfully, shoppers will further engage with your content.
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