How Personalization Gives a Big Edge to Small Brands
Since its founding in 1985, Café Britt has always had a core customer base who both loved its products and believed in its fair-trade focused ethics. But as other brands began adopting those same customer relationships, Cafe Britt was at risk of losing that personal connection with its customers.
If Café Britt was going to redouble its e-commerce efforts to compete with the biggest gourmet coffee brands, it had to do something truly innovative. It needed to create an engaging experience that would not only make it easier for new customers to find the perfect gourmet coffees and treats they're looking for, but also remind existing customers of the products they always loved or would most likely love. Café Britt had to convince those customers to buy from it because it was there that they found exactly what they were looking for.
This brings us back to one-to-one personalization. The basic principle of it is easy enough to understand: an e-commerce site individually recognizes each customer, and the platform notes their preferences as they shop. Those preferences allow the site owner to showcase the products the shopper is most likely to be looking for - and most likely to purchase. As more is learned about the customer's interests and needs, the digital shopping experience becomes more relevant.
Cafe Britt needed something a little more potent than the increasingly ineffective approach of segmentation, however. It needed the next evolution, a truly one-to-one personalization solution that focuses on individual shoppers in real time, rather than relying on broadly targeted segments.
With this new approach to e-commerce, Cafe Britt can accurately anticipate the needs of individual visitors from the huge variety of countries and cultures it serves. The retailer responds to each shopper's real-time intent and presents the variety of chocolates and coffee that most closely match their individual preferences.
Related story: 3 Keys to One-to-One Engagement With Consumers
Kurt serves as the Chief Marketing Officer of Reflektion, the artificial intelligence-driven customer engagement platform for top retailers and brands worldwide. Kurt is an innovative and dynamic marketing professional with a track record of success communicating a company’s unique value proposition to potential customers, partners and market influencers through strategic and creative means.