SUMMARY
D2C brands should treat customers as individuals with unique preferences and needs, rather than transactional entities
By embracing personalisation, D2C brands can create engaging experiences that make customers feel seen and valued, leading to increased lifetime value
By connecting customers and fostering a sense of belonging, brands can create authentic connections and multiply customer retention, ultimately unlocking the true potential of personalised marketing
Let’s talk about something that has been at the forefront of marketing for over two decades — personalisation. As visionary D2C founders, you’ve probably heard the buzz and the endless possibilities it brings.
Yet, we can’t help but notice that very few brands have truly harnessed their game-changing power. The reason? Many tackle personalisation as an outcome of technology and not vice versa.
Having worked with over 50 digital brands, I’ve gathered a perspective on personalisation that might help you too.
Stop Treating Them Like They’re Here Today And Gone Tomorrow
Your customers are more than just transactional entities; they are individuals with unique preferences and needs.
Embracing personalisation means going beyond the standard post-purchase flows and creating engaging experiences that make them feel seen and valued.
The Power Of Post-Purchase Personalisation
Imagine a customer recently purchased a diaper from your website. Instead of immediately pushing them back to the checkout, how about following up with personalised advice on parenting?
Help them understand how to handle different phases of child growth. By nurturing their parenting journey, you’ll foster lasting habits that increase their lifetime value exponentially.
Cultivate Your Brand Lovers
Every D2C brand has those die-hard fans, the “Brand Lovers” who can’t get enough of what you offer. These individuals crave a more personal touch, so ditch the flashy graphics and opt for simple emails from the founder or marketing manager.
Treat them like VIPs, offering early access, invites to focus groups, and involving them in product development. Make them feel valued, and they’ll become your most loyal advocates.
Harness The Power of Community
If you haven’t considered building a community, now’s the time. A thriving community becomes the pulse of your brand, connecting customers and fostering a sense of belonging.
Offer them a peek into what’s happening within, making it easy for them to join and worthwhile to stay. The bonds formed within a community can multiply the customers you retain, driving customer lifetime value through the roof.
Personalisation Done Right
Lose the mass-marketing and sales emails! Instead, focus on building authentic connections with your audience. Personalisation isn’t just about driving sales; it’s about creating a meaningful persona for your brand.
Invest in tailored post-purchase flows, cultivate your Brand Lovers, and foster a thriving community to unlock the true potential of personalised marketing.
Let’s embrace personalisation and revolutionise the D2C landscape together. Remember, your customers are more than just numbers; they are the heartbeat of your brand. Make it personal, make it real, and watch your customer’s lifetime value soar.
