Mass Personalization: An Introduction & 3 Ways to Implement It (2023)

By Frank Hamilton

22nd Jul 2019 – Mass Personalization: An Introduction & 3 Ways to Implement It (1)

Once upon a time leadswere thrilled by emails in their inboxes. And emails with their “first name” toadd the icing to the cake.

That was therudimentary beginning of personalization. A ploy to get prospects to feel morecomfortable and familiar with a business by leveraging the classic concept“everyone likes to hear (or see) their own name”.

But we have come avery long way since the dawn of personalization. Today only 8%of buyers are convinced to take action if all the “personalization”they see in a communication is their name!

(Video) The Secret to Mass Personalization & Personalized Content with AI (2018) | AI for Business #3

Today the desire goesbeyond ego gratification to genuine convenience. The bottom line is – there istoo much noise and people will not part with their attention, unless the offertruly resonates and makes their life easier.

The only way to go about doing it is through robust, mature personalization on an ongoing basis.

What Is Mass Personalization and How Is it Different from Personalization?

Personalization is presenting individualized appeal to the user.

The company collects data about the customers and uses it in order to offer the goods and services that interest them at a particular point in time.

Mass personalization is the commitment to embed personalization in the DNA of the organization. It is extending only relevant content to leads, all through their life cycle and across all possible touchpoints

As you can imagine mass personalization is not a whimsical undertaking.It needs strategy and this strategy involves the use of database marketing to identifyindividual customers, the history of their transactions, segment needs, andsegment value proposition. Then, this information is used to createpersonalized marketing communications with targeted consumers.

(Video) Introduction to personalization

Why Should Mass Personalization be Transparent yet Behind the Scenes?

Let us pause for a moment and talk about personalization in a worldwhere GDPR is a reality and the ePrivacy Regulation is about to become one.

Mass personalization relies on the insights and implications derivedfrom good quality data.

In the past marketers and companies could collect and process sensitiveinformation with relative freedom. But GDPR has tightened the loop. And thedefinition of consent is only going to get more granular and inflexible overthe next few years.

This is where marketers are facing a challenge with masspersonalization.

  1. They believethey are restricted from collecting and processing data that can help themtailor experiences for their prospects because of the various privacyregulations.
  2. The benefits of personalization are best realized when it is a seamless experience and not interrupted by a barrage of constant content seeking messages or pop-ups.

However, all is not lost.

In fact industry experts believe that the focus on privacy is actuallyan opportunity and that personalization has the ability to be anti-fragile– i.e – become something better and more inspirational despite the seemingrestrictions.

(Video) How to Make Mass Customization a Reality?

First and foremost, GDPR and other privacy regulations do not ban datacollection. They only warrant that the data collected is obtained throughexplicit permission and in a form that is needed to process the requirement ofthe business. According to Deloitte, 79%of people are always willing to share data if they see a clearbenefit from the action. These people would then be much more open to takeadvantage of personalized offers when they are presented to them. The GDPR alsomakes data intrinsically more valuable, since it is given spontaneously.Accurate information about customers lead to more effective and focused masspersonalization.

Where the question of being unobtrusive is concerned, great UX design backed by solid copywriting aimed at engaging, activating and retaining customers can easily mitigate frustrations that arise from recurring consent messaging.

3 Effective Ways for Successful Mass Personalization Strategy Implementation

Mass personalization has so many obvious advantages, but not allcompanies have joined the movement.

The main reason behind the hesitance is lack of resources. However, tools like Convert’s Deploy are working to democratize personalization, even for smaller businesses.

But once a strategy is in place to bring mass personalization to your company, that is half the battle won. And here are 3 simple ways to do just that.

1. Personalization of Customer Interactions

Interaction personalization focuses on how and when to interact with customers. As for the “how” part, they usually refer to the user based on certain actions or their behavior. For example, if a customer buys a product on a site, the seller can send a thank-you email with a call for the next action. If a user adds a product to his cart and then refuses it, then the seller can offer a coupon code for this product to potentially stimulate the sale.

(Video) 2015: Mass Personalisation, Customer Journeys & Actionable Analytics

Regarding the “when” to attract the user, the best strategy is to send messages at the time when the user will use the site. And do not send out to all users at once. Let’s analyze, for example, a restaurant booking site that allows users to search for and book tables. So, the site should track when, where, and what each user is looking for. When a user stops using the application for a certain period of time, you can send each user a push message with the appropriate content to return them to the use of the site again. Similarly, if a user frequently browses restaurants, but does not book anything, you can attract a potential customer with a discount coupon.

2. It Should Be Done at the Start: Personalization of All Your Content

It is necessary to consider content personalization as a set ofrecommendations for different types of content. User data, such as browsinghistory, purchases, search queries, can be used to tailor content. It does notmatter if it is an advertisement, an article or recommendation of your productor service. This data can also be used to determine what not to send to users!For example, if they just bought a smartphone, they are probably not interestedin instant offers to buy a new model of smartphone.

Let’s go back to the example of a site for booking tables! You can use“what” and “where” user search queries to personalize content, but you can alsouse data that was obtained by studying their behavior. For example, if one customerhas booked a table in a luxury place and another in a cheaper one, then you canuse this context to send content. Content that is specifically designed toappeal to each of the price segments.

This is definitely more difficult than personalization of interaction! Because to ensure the smooth operation of various types of content, personalization must be implemented at the site development stage. Triggers for each type of content must be built in from the beginning. The site must then track user behavior on certain indicators in order to initiate the sending of personalized content in the event that a particular trigger is triggered. The Word Point can provide a great translation and editing service with your content. However, personalizing content is the best way to ensure that the different types of content that you create find the right destination.

3. Embedding Personalized Experiences

Personalization experience is the most difficult part of the entirestrategy. It entails changing the site based on the behavior of each specificuser. The site will look different for an experienced user, and for a beginnersince for each of them, there are different desired actions to be taken. Thenew user can see a simplified interface to learn key functions, while anexperienced user can open the site and see the most frequently used functions.Binding the site versions to each user will force them to return again andagain.

Let’s return again to the site for booking tables. The user interfacecan be customized based on tags such as a user with limited rights/novice,luxury class, and so on. Each individual tag or combination of tags can be usedto customize different layouts and the number of sentences displayed.Personalization of experience requires a lot of experimentation, but once youfind the right combination, it becomes a very powerful customer retentionmechanism.

(Video) Introduction to Amazon Personalize

There are no magic pills to achieve a result, which in our case isexpressed in increasing customer loyalty and revenue growth.

For this, you need to make an effort! Although all this may seem complicated, the first step to any personalization is to collect key user data, data on user behavior, process this data and translate it into meaningful ideas. Do it right, and you will get loyal users who always come back to you!

FAQs

What is mass personalization? ›

Mass personalization, by definition, is the act of creating highly-personalized digital experiences for specific audiences based on a set of criteria. Usually, this will be through the use of a segmentation model, which helps businesses split their customer base for effective targeting.

What is an example of personalization? ›

Personalization takes on many forms, from creating made-to-order products to leveraging AI and technology and offering strong in-store personal relationships. Grammarly, an app that helps catch grammar mistakes and improve writing, sends weekly reports to users on how their writing has improved.

What are the benefits of personalization? ›

Personalization is especially effective at driving repeat engagement and loyalty over time. Recurring interactions create more data from which brands can design ever-more relevant experiences—creating a flywheel effect that generates strong, long-term customer lifetime value and loyalty.

How do you implement mass customization? ›

There are three areas of focus to achieve successful mass customization. First, identify the customization opportunities that deliver good value to customers. Second, determine a cost structure to manufacture the products while remaining profitable. Third, assist customers in building solutions to address their needs.

What are the 4 types of mass customization? ›

The four primary types of mass customization are collaborative customization, adaptive customization, transparent customization, and cosmetic customization.

What are the benefits of mass customization? ›

Mass customization benefits companies by ensuring cost advantages obtained due to their scale of operation, with cost per unit of output decreasing with increasing scale. Companies can produce in mass while keeping costs low. Indeed, costs related to customization operations must be considered but can be optimized.

What are the methods for achieving personalization and customizations? ›

The primary method for achieving personalization and customization is through the placement of cookie files on the user 's client computer .

What is Personalised marketing strategy? ›

Personalized marketing is a strategy that uses data to connect with target audiences and existing customers to offer an optimized marketing experience. By collecting and using data, businesses can identify patterns to more effectively target potential customers.

What is a personalization campaign? ›

Personalized marketing is the implementation of a strategy by which companies deliver individualized content to recipients through data collection, analysis, and the use of automation technology.

What is personalization in customer service? ›

Personalized customer service is defined as delivering customized assistance to your customers through your service desk according to the consumer's profile. This approach helps you appeal to customer behavior and make them feel empowered while interacting with your service agent or brand.

What is personalization in digital marketing? ›

Personalization is a way for brands to contextualize the messages, offers, and experiences they deliver, based on a unique, single customer view (SCV) profile. For data-driven, customer-centric marketers, personalized experiences are becoming a critical part of managing and optimizing the customer journey.

What is the difference between Personalised and personalized? ›

Personalized and personalised are both English terms. In the United States, there is a preference for "personalized" over "personalised" (95 to 5). In the United Kingdom, there is a 94 to 6 preference for "personalised" over "personalized".

What is a personalized experience? ›

What Is a Personalized Customer Experience? Customers expect companies to understand their unique tastes and preferences and engage them as individuals rather than customer types or segments. A personalized customer experience makes this possible by delivering tailored messaging, offers, and products to each person.

What's a word for personalized? ›

What is another word for personalized?
individualpersonal
separatecustomisedUK
customizedUSprivy
monogrammedtailor-made
exclusivedistinct
144 more rows

What is true Personalisation? ›

It's about connecting, caring, and keeping in touch. It's about gaining customer trust, engaging and sharing experiences via communities and personalized experiences, rewarding customers for being loyal, and surprising them with new and unexpected experiences.

Why should businesses use personalized marketing? ›

Customers Prefer Personalized Messages

An Epsilon survey found 80 percent of consumers are more likely to do business with a company if it offers personalized experiences—and 90 percent say they find personalization appealing. Buyers like brands to treat them as individuals and respond to their pain points.

What is an example of mass customization? ›

The customer may decide to purchase products that are in line with their time horizon, future goals, or risk tolerance. Another example of mass customization is in the clothing industry, where apparel firms use computer-controlled machines to cut fabrics that match individual body measurements.

What is the goal for mass customization? ›

The goal of mass customization is to provide the possibility to create, anticipate and cater to specific consumer demands in a transparent, engaging and mutually beneficial relationship for both the company and the client.

Is Netflix an example of mass customization? ›

Types Of Mass Customization

The digital media streaming service Netflix, for example, recommends a list of shows and movies for its viewers based on their viewing history. Another example is hotels, which provide various ancillary services to consumers based on their behavior.

What are the main characteristics of mass customization? ›

The key feature of mass customization is the capability to integrate the product varieties derived from the individual customer's needs with repetition of modularity and the efficiency of mass production, so that the products are affordable due to low product cost achieved by the scale of economy in production.

How do you mass produce a product? ›

Five Steps to Mass Production
  1. Step #1: Developing the Right Concept. ...
  2. Step #2: Turning Concept into 3D CAD Model. ...
  3. Step #3: Prototyping. ...
  4. Step #4: Test Your Product on the Market. ...
  5. Step #5: Mass Production. ...
  6. Conclusion.

How does mass Customisation benefit a business? ›

Increase customer loyalty

When they can personalise products according to their tastes, your customers get exactly what they want, and their satisfaction level goes up to eleven! They see the product as a unique item, with added value and designed to meet their specific needs.

What are the challenges of mass customization? ›

5 Challenges of mass customization
  • Challenge 1: Developing a platform for placing the custom order. ...
  • Challenge 2: Achieving low-cost operations, without confusion. ...
  • Challenge 3: Tracking each order, so that the customer gets the right product. ...
  • Challenge 4: Ensuring the lead time on ordering the product is not too high.
8 May 2021

What are the advantages and disadvantages of mass production? ›

While an advantage of mass production is that it can reduce labor costs, employees who remain part of an assembly line may lack motivation because their tasks are repetitive. The boredom caused by repetitive work can lead to low employee morale and increased levels of turnover.

What is the difference between personalization and mass customization? ›

Personalization refers to customization of information requested by a site customer to an individual level. Whereas Mass Customization involves providing tailored content to a group with similar interests.

Which technique is associated with mass customization? ›

In marketing, manufacturing, call centre operations, and management, mass customization makes use of flexible computer-aided systems to produce custom output. Such systems combine the low unit costs of mass production processes with the flexibility of individual customization.

How do you use marketing personalization? ›

In marketing, personalization means using data and analytics to create tailored content to each individual customer. This could include a tailored advert based on search history, a personalized email message or a landing page that surfaces specific content based on user behavior.

What is an example of mass marketing? ›

Think about a product that nearly every person uses. Toothpaste. Brands like Crest and Colgate utilize mass marketing by running commercial spots on TV, placing magazine ads, and pushing their product on other channels like social media and city billboards.

Why is personalization important in communication? ›

That's personalized communication in operation — it helps you tailor your content and messaging accordingly in order to deliver more resonant, relevant, and effective communications. With this, you can ultimately help boost engagement and foster stronger relationships with your customers or clients.

How do you deal with personalization? ›

Take time after identifying your own tendency for personalization to remind yourself that there is more to the picture than what you're seeing. Ask yourself why you're responsible for something: When someone's mood or disappointment feels like your fault, ask yourself why?

How do you personalize your marketing? ›

Here are five tips for getting personalized marketing right.
  1. Get data, data and more data. And it all starts with data. ...
  2. Generate customer personas. ...
  3. Map out your content. ...
  4. Create your personalized content. ...
  5. Personalize the whole experience.
6 Feb 2017

What is personalization tool? ›

Personalization software is a tool that allows ecommerce teams to customize their websites in response to customer characteristics and behaviors to improve customer experience.

What are some ways you can deliver personalized experience to your visitors? ›

Personalized websites are dynamic websites that show tailored content to the visitors based on various data signals - such as demographics, geographics, behavioral data, psychographics, firmographics, and so on.
...
6. Social Proof Personalization
  • Customer Testimonials.
  • Product Reviews.
  • Customer Logos.
13 Oct 2021

What does it mean to personalize everything? ›

Personalization is the belief that you are entirely to blame for something even though you had little or nothing to do with the outcome. In fact, the situation may not be connected to you in any way at all. It can also involve blaming someone else for something for which they have no responsibility.

How do you not Personalise things? ›

How To Stop Taking Things Personally
  1. Stop Worrying About What Other People Think.
  2. Know Your Worth.
  3. Don't Jump To Conclusions.
  4. Let Things Go.
  5. Fill Your Calendar.
  6. Don't Climb Down.
29 Jun 2018

What is an example of personalization in psychology? ›

You may be engaging in personalization when you blame yourself for circumstances that aren't your fault , or are beyond your control. Another example is when you incorrectly assume that you've been intentionally excluded or targeted. Personalization has been associated with heightened anxiety and depression.

What is personalized marketing examples? ›

Examples of Personalized Marketing Campaigns
  • Targeted Emails. Marketers are using personalization to jumpstart their email campaigns. ...
  • Custom Video Messages. ...
  • Product Recommendations. ...
  • Social Media Marketing. ...
  • Fear of Missing Out (FOMO) ...
  • Growing Customer Expectations. ...
  • Purchasing Behaviors. ...
  • Email Transaction Rates.
10 Feb 2017

Why is personalization important in marketing? ›

If you don't know your customers, you can't give them what they want. Personalization helps you gain insights into their preferences and intent through data, so you can offer them tailored experiences.

How effective is personalized marketing? ›

63% of marketers have observed personalization increases customer interactions and ultimately, better conversion rates. (Statista) 51% of marketers assert that personalization across multiple touchpoints increased ROI by 300% and more.

What is personalized content management? ›

Content personalization is a strategy that tailors webpages and other forms of content to individual users' characteristics or preferences. Visitor data is used to provide relevant content that increases both user satisfaction and the probability of lead conversion.

How do I deliver a personalized service? ›

What are 7 easy ways to provide personalized customer service?
  1. Greet customers by name. ...
  2. Keep customer data trails and look up information on the back-end. ...
  3. Ensure fluidity across channels. ...
  4. Ask for feedback. ...
  5. Empower agents to personalize the experience. ...
  6. Deploy intelligent self-service. ...
  7. Be proactive.
30 Jun 2021

What is personalization in customer service? ›

Personalized customer service is defined as delivering customized assistance to your customers through your service desk according to the consumer's profile. This approach helps you appeal to customer behavior and make them feel empowered while interacting with your service agent or brand.

How can personalization be used to facilitate customer service and give an example? ›

You can also use your customers' names in communications with them, whether that's direct mail or email newsletters. Consider having your customer service reps use their real names, too, in emails, chats, phone calls or other interactions with customers.

Videos

1. How to Achieve Personalization at Scale with Machine Learning
(Dr. Raj Ramesh)
2. October 2022 Meeting of the Advisory Council on Alzheimer’s Research, Care, and Services | Part 3
(U.S. Department of Health and Human Services)
3. Mass Customization in marketing
(Easy Marketing )
4. Implement a personalized mass email campaign -The easy way
(Pepipost, a Netcore product)
5. Making Manufacturing Smarter: Mass Customisation
(Innovate UK KTN)
6. How To Modify Your Car | The Ultimate Beginners Guide
(Mighty Car Mods)
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