Recently, we’ve talked a lot about the shift from 1:1 to 1:You.
As I defined in my last blog post, 1:1 is a messaging strategy that’s ‘generically personalized’ with promotional offers while 1:You is a holistic customer experience strategy that’s personalized with the best choice for individuals across all points on interactions.
The evolution of 1:1 to 1:You is about advancements in the marketing strategy with bringing together data from vastly different inputs, technology and outcomes.
Let’s further explore.
1:You is only possible by vast amounts of new data inputs that enable greater definition of a person’s habits, desires, preferences, abilities, emotions and triggers to proactively predict how to engage. The data inputs for 1:1 versus 1:You are very different.
Our past 1:1 initiatives were limited to personal identification, preferences, transaction details, contact details and maybe demographic overlays. Today, 1:You can add in social interactions and behaviors, device continuum, hyper-location and time quality (how long and what you were doing).
Technology is the true enabler of 1:You execution. Gone are the days of delayed batch communications or broad segmentation models; 1:You is all about real-time, in the moment engagement.
Our ability to see across a consumers’ devices (phone, tablet, PC, etc.) allow marketers to both learn and initiate actions desired by consumers. Newer nano-location abilities allow delivering a true in the moment action in a more proactive way, while machine learning manages responses for adjustments.
Future use of empathetic chatbot, facial recognition and augmented and virtual realities will play a larger role in creating even better personal moments for consumers.
So how do the results differ?
1:1 is able to deliver personalized communications while 1:You brings the customer personalized moments (content where you are, and when you need it). 1:1 shares the best offers or thank you communications while 1:You results in empathetic communications and the ability to manage each stage of the relationship within the customer lifecycle.
Technology applications like chatbots are able to detect the customer’s emotions and communicate faster and maybe even better based on these customer emotions.
Brands are at all different stages with their personalization marketing efforts. It’s important to take the time to evaluate where you’re at and put an attainable plan in place to help reach your 1:You goals. And remember, it’s a crawl-walk-run approach.
Here’s a few examples of brands who are focused on 1:You personalization efforts.
- Retailers are creating a shopping experience like no other: Luxury brand retailer Rebecca Minkoff integrated magic mirrors into their store experience. How do they work? Radio-Frequency Identification (RFID) tags are placed on all apparel items which notifies the smart fitting room of the selected items to be tried on by the consumer. Then, upon arrival in the dressing room, the mirror is informed of the items being tried on and can display the clothing item in a different color, size and also modify the lighting so the consumer can view how the item will look on them in the daytime versus the evening.
- Fast food restaurants making drive-thru faster: QSR’s are experimenting with variable menu displays that read select data (license plate number and app geo-locator) to change menu items ordered by a customer’s previous visit during a particular time period. Machine learning also defines best up-sell or items of interest and can even dynamically change prices based on supply and demand.
- Entertainment venues are creating an enhanced personalized experience: Guests at the Walt Disney World Resort are given a MagicBand wristband, integrated with the My Disney Experience app, which facilitates planning activities such as dining, rides, attending parades and more. Disney can use the information and send its guests personalized messages like what rides they might skip if they are running behind, or, if they are heading toward a congested area, it suggests a better route to take. Customers can also tap the MagicBand to pay for food and souvenirs (no cash needed) and scanners detect the bands for authorization for rides, etc.
So embrace 1:You as it’s arrived. And continue to evaluate how your data sets and technology applications support your brand’s 1:You goals to ensure you attain your desired outcomes.