While personalisation and customer-centricity are the order of the day, you’d be hard pressed to find many retailers who have the capability to truly deliver on this, besides the biggest players. So if you don’t have the budget, IT infrastructure or huge marketing departments, what can you do?

Remember three things:

1. Understanding your customer and giving them what they want is not a single activity. It’s a mind-set; a culture that runs through your business. It’s a marathon and not a sprint.
2. Marketing Personalisation is essentially hyper-segmentation. Moving towards understanding the needs of individual customers requires you to figure out what differences between people and their needs are relevant to start with.
3.  It is the perception of personalisation that is most important to a customer. You don’t have to tailor every aspect of your marketing mix to make them feel special.

There’s no point berating your company for not being further on in the personalisation journey than you are. You are where you are and it’s fine! What you’re working towards, then, is greater personalisation – over time, you build up the knowledge, capability and resources you need.

So whatever your starting point, whether your company treats all customers the same currently and simply employs a scatter-gun approach to marketing personalisation, or you’re already working with some segmentation, get yourself a brew. Settle in and give our Marketing Personalisation workbook a whirl.

You’ll finish up with a defined plan on how you can start your Personalisation journey!

Should you need a little background insight before you get started, check out of our intro post to Personalisation, right HERE.