Personalisation Is Good for Business

A recent study by Springboard Retail revealed that 68 percent of survey respondents said they are likely or very likely to revisit a clothing store due to a personalized experience.

The study lists a number of ways that a retail customer’s experience can be personalized, ranging from offering monogramming services to providing access to a personal stylist. Even so, of the 400 consumers surveyed, 42 percent who had visited a clothing store within the past six months claimed to have not received a personalized experience.

While the study is specific to clothing stores, there is broad application of its findings among an array of businesses.

For example, Yankee Candle recognizes the benefits of personalization and is being deliberate about personalizing the experience of its customers. I saw a Yankee Candle television commercial last weekend, a week before Mother’s Day, depicting how customers can easily and quickly create personalized photo candles online in three simple steps by selecting a fragrance, uploading a personal photo, and adding a unique message.

Another retailer, Pottery Barn Kids, gets nearly all of my business for my children’s bedding, towels, and baby gifts – in large part due to its in-store, while-you-wait monogramming services. Customers can choose from dozens of unique fonts, styles, and thread colors to customize their purchases.

Oh, and while Pottery Barn Kids is delighting customers and engendering loyalty, it’s also adding revenue by charging $9.50 per product for its monogramming service.

Even our children’s orthodontist personalizes her patients’ experience by letting them choose the colors of the bands that bind their braces, which may reflect a cause (e.g., pink for breast cancer awareness), the season (e.g., red and green in December), or their school colors.

Dr. Sloss tailors the experience further by accommodating the unique interests of her patients. For instance, she recently provided my son with a braces mouthguard when she learned of his approaching flag football season.