Why are we now reselling Fresh Relevance’s personalisation capabilities alongside UniFida’s customer data platform?
One of the key uses of a customer data platform is to ensure that decisions made about how and what to communicate with each individual customer across any channel are based on one consistent single customer view.
UniFida’s customer data platform provides the single customer view, combining both online and offline data, and we have partnered with Fresh Relevance to use their personalisation capabilities for website and email personalisation.
So, what does this mean in practice?
Let us provide some quite simplistic examples (we are sure that you will be capable of creating some much better ones):
One of your dormant customers, Mr Smith, is browsing your website and we recognise him from his cookie ID, or because he provides an email address; Fresh Relevance has already been provided by UniFida with detailed information about Mr Smith’s past purchases, and can use that to remind him that he often prefers category ABC. And it does this in combination with a valuable offer should he decide to reactivate himself after not ordering for so many months.
Another customer Mrs Cook has filled her basket on several occasions but never gone as far as making a purchase online. UniFida knows that Mrs Cook is in reality a good customer who normally orders by phone. The website, powered by Fresh Relevance, then offers Mrs Cook the opportunity to chat to an agent, and to turn her basket into an order having discussed her potential purchase with one of your agents, who understands when chatting to her what she has liked to purchase in the past.
In a third case you decide to reward previously loyal customers who have not so far ordered this season. UniFida knows how much Mr Jones usually spends at this time of year, so Fresh Relevance can personalise an email that gives Mr Jones a discount based on his previous season’s spend. In this way the loyalty bonus is only offered to customers who have not ordered, and not wasted on those who have done already.
In reality there are thousands of different ways in which Fresh Relevance’s personalisation capabilities can work with a customer data platform like UniFida. The only limitation could be your fertile imagination’s capacity to come up with much smarter ideas.
What we like to do is to put these tools in your hands, so that you can experiment and find out what really works best for your customers. One thing we do know is that personalisation, when truly relevant to an individual customer, works wonders for your sales.
If you would like to talk more about personalisation and how to implement it for your business, please get in touch!
UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.
Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.
Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.