Power Equipment Australasia

MARKETING marketers, who must leverage intelligent personalisation tactics if they hope to keep consumers engaged and coming back for more. 91% of consumers are more likely to shop with brands who recognize, remember, and provide them with relevant offers and recommendations. Accenture survey, 2018 Here are some further data points to support why personalisation is so important: • 9 9% of marketers say personalisation helps advance customer relationships, with 78% claiming it has a“strong” or “extremely strong” impact. (Evergage) • 8 0% of consumers are more likely to make a purchase when brands offer personalised experiences. (Epsilon) • 9 0% of consumers find personalised marketing content somewhat to very appealing. (Statista) • 7 8% of marketers say email is the most personalised channel, followed by websites, which 56% of marketers noted. (Evergage) • 4 0% of marketers say their biggest challenge with personalisation is linking to data-related technologies, while 34% struggle with poor data quality. (Experian) • 7 8% of brands say they struggle with "data debt" or not having enough quick data about their customers to not launch relevant personalisation tactics. (Experian) • 9 2% of marketers say customers and prospects expect a personalised experience -- up from 85% in 2019. (Evergage) • 4 5% of consumers say the "coolest" personalised tactic they've seen is when a brand apologises for poor shopping experiences. (Accenture) • 7 4% of consumers would find “living profiles” valuable if they could be used to curate the experiences, offers, and products they receive. (Accenture) • 6 7% of consumers think it’s important for brands to automatically adjust content based on current context. When brands don't adjust accordingly, 42% of consumers will "get annoyed" that content isn’t personalised. (Adobe) • 8 2% of consumers primarily engage with marketing content on smartphones, while 63% engage with content primarily on computers. (Adobe) WHY IS PERSONALISATION GOOD FOR BUSINESS? Emotions are personal to us. And that personal connection is something that savvy brands are leveraging with tailored marketing to create relevancy, foster loyalty, and ultimately boost their bottom line. Consumers are more likely to purchase from brands that know their name and purchase history, and then deliver relevant communications as a result. If you’re going to do that, you need an effective way to leverage consumer data to deliver content and experiences across all channels that feel timely, in-context, and personalised. 48% of consumers have left a company’s website and made a purchase elsewhere. The only reason: the experience was poorly curated. Accenture survey, 2018 HOW DOES DATA HELP WITH PERSONALISATION? Personalisation means using audience and data analytics to meet the individual needs of a consumer. Start by using your data to outline the details of who each of your customers are, what their intention is at any particular moment, and where, when, and how they’ve engaged with your brand previously. Data is the key to knowing them intimately enough to then begin trying to meet their needs, and even predict what they might want at a particular touchpoint going forward. When reaching into a consumer’s personal space, more isn’t always better. Listen intently to what your customers are saying , then use appropriate tactics to offer them personalised experiences to match. We have entered into an exciting time for marketers and buyers alike. The ability to create unique experiences for each prospective customer will undoubtedly lead to buying experiences that are more relevant, useful, and enjoyable. The great thing about being a STIHL Dealer is that STIHL does all of this on behalf of their STIHL Dealer network, through their sophisticated in house email marketing function. Their sole purpose is to navigate customer data to understand the content that customers want and use it to personalise and tailor their email marketing messaging to the relevant audiences, whether it be the home gardener or professional. The end game being to bring more new consumers to your door and increase repeat purchases in a shorter time frame. Brace yourself however for personalisation not only to exist in the digital sphere, the next level of in-store personalisation is also on the horizon with in store experiences such as “virutally” using a chainsaw to experience using it in different environments. At the end of the day, personalisation helps us to create a more human marketing experience, and we all know we like buying from humanistic brands who provide customer friendly experiences. Jo Katsos, Marketing Director, STIHL Australia MAY - JUNE 2022 | POWER EQUIPMENT AUSTRALASIA | 23

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