The art of persuasion, hyper-personalisation
The art of persuasion, hyper-personalised marketing is the most effective way to persuade a customer to buy your product for the lowest marketing investment.
Personalisation at scale generates 40% more revenue for an average business and is a force multiplier and a business necessity that more than 76% of consumers now consider a basic expectation.
Organisations able to build and activate capability at scale can put customer lifetime value on a new trajectory driving double-digit revenue growth, superior retention, and richer, more nurturing long-term relationships.
A good example demonstrating how hyper-personalisation can empower sales, impress customers and significantly reduce how long it can take to nurture a client to conversion was the result of a recent project I ran for a major global agriculture business with multiple brands across multiple mature and emerging markets.
Personalization is a force multiplier and a business necessity one that more than 76 percent of consumers now consider a basic expectation. Organizations able to build and activate the capability at scale can put customer lifetime value on a new trajectory driving double-digit revenue growth, superior retention, and richer, more nurturing long-term relationships.
Hyper personalisation in agriculture, a case study
Hyper-personalisation is commonly used for mature OMNI channel retail business however I was tasked to transform an agricultural business improving their customer experiences (pre-sales and post-sales) and empower dealers to increase sales.
We had valuable access to data on every farm, their products, yield, size, staff and equipment. By mining this data we were able to provide dealers with unique insights such as:
Mining the data to identify inefficient machinery and then recommend a replacement product that will reduce fuel burn and improve productivity.
Highlight when machinery is at the end of its life and then recommend products that are perfect for that individual farm.
For farmers we provided access to helpful data to help them:
- Improve yield using smart farming practices using sensors and predictive analytics to maximise revenue and crop.
- Recommendations on upgrading machinery to increase productivity and reduce costs.
By leveraging data we were able to help our dealership network thrive build lasting relationships and build brand empathy by giving farmers hyper-personalised information that helps them thrive.
