A Simple Scenario…

Imagine you are a valued customer at a luxury hotel chain, Five Seasons. You have just arrived in New York for an extended business trip. What happens next is pure magic: the moment you step in, the staff greets you by name, your favourite pillows are waiting in your room, and your preferred restaurant is already reserved. It is like a five-star dream come true. But how do they pull off such a personalised experience? It all boils down to knowing you well, asking the right questions, and remembering your preferences.

Now, you might be thinking, “That is all well and good for a high-end hotel, but my business is quite different, and I have a vast customer base to cater to.”

It is true, not everyone can replicate the Five Star Hotel approach, especially when dealing with millions of customers. That is where the concept of “personalisation at scale” comes into play.

Personalisation at scale means organising your customers into groups based on their similarities. This allows you to deliver tailored information and experiences that feel personal without crossing the line of personal privacy. Most importantly, it is a highly efficient way to connect with your customers on a larger scale, making each interaction count.

Personalisation has been something of a mission statement for a lot of marketing departments in the past few years. And while this lofty ambition often boils down to getting the right message, to the right person and the right time…too many of you reading have probably not got further than personalising the {NAME} in your emails.

The ability to understand and respond to individual preferences at a mass level not only fosters customer loyalty but also drives engagement and revenue. Here are four great industry examples of just how effective personalisation can be.