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Did you know that 80 per cent of customers regard personalisation as an essential feature which reflects their choices when receiving messages from retailers? Combined with Salesforce Einstein, Marketing Cloud’s Personalisation Builder allows you to personalise messaging that resembles your audience’s interests and enables you to predict the right marketing messages across the entire customer journey.
So, now the question is, how can your retail business leverage Salesforce Marketing Cloud to create hyper-personalised content?
Build behavioural profiles using customer preferences
To hyper-personalise messaging, you need to understand your customer’s likes and preferences. This way, you can determine what type of messages they are most likely to engage with. One way to do this is to use Salesforce Einstein‘s predictive intelligence capabilities. With this, you can infer customer preferences and build a behavioural profile for each individual. Once you have this information, you can create content tailored to customer behaviour, preferences, and interests. Salesforce Einstein AI enables this by constantly learning from customer interactions across channels. Using this data with predictive intelligence, you can deliver highly relevant, real-time content to each customer with just a few clicks.
Building a custom profile centre in Marketing Cloud
To build a behavioural profile of your customers, you need to first identify what customer data you have and where it resides. This data can come from various sources, such as your website, social media or point-of-sale systems. Once you have this data, you must start analysing it to look for patterns and trends. This will allow you to build a profile for each customer that includes their preferences, interests, and behaviours.
Customer profiles in Salesforce Marketing Cloud are called “Contact Builder Profiles”. Contact Builder can create, manage, and segment your customer profiles in one place. This way, you can easily target your content with personalised messaging to the right people.
Contact Builder and Look-Alike Product Intent
When your customers first enter the customer journey, you might not have the correct data about them to predict their behaviour, preferences, and interests. This is where ‘Look-Alike Product Intent’ comes into play. This feature allows you to target products and content to customers based on how your other customers first interacted when they entered the customer journey. For example, let’s say you’re a clothing retailer and have a customer who regularly buys jeans from your store. With Look-Alike Product Intent, you can target other customers who had shown similar behaviour when they first came to your website.
You can create a “Product Interest” segment in Salesforce Marketing Cloud. This segment will look at the products your customers have viewed on your website and match them with other customers who have shown similar behaviour. With this information, you can send targeted content to these customers, such as discounts on jeans or new arrivals in the denim section.
Predicting the right content with Salesforce Einstein
Now that you understand how to build customer profiles and target the right content, you need to analyse what type of content your customers will engage with. This is where Salesforce Einstein comes in. You can take all the guesswork out of predicting customer behaviour with predictive intelligence.
Einstein makes predictions by looking at past customer behaviour and trends. With this information, we can determine what type of content is most likely to succeed with each customer. For example, let’s say you have a customer who regularly buys jumpers from your store. Einstein will look at this customer’s purchase history and compare it to other customers who have bought jumpers from your store. Based on this analysis, Einstein can predict that this customer is interested in jumpers and will be more likely to engage with content about jumpers.
With predictive intelligence, you can personalise messaging and send it to the right customer at the right time. This way, you can increase engagement and conversions while providing a better customer experience.
Sending hyper-personalised messages at the right time
Now that you know how to use Salesforce Einstein to predict customer behaviour, you need to start thinking about when to send your content. This is where Salesforce Marketing Cloud’s “Journey Builder” comes in. Journey Builder allows you to create customer journeys triggered by specific events. For example, let’s say you want to send a discount code to customers who have abandoned their shopping cart on your website. With Journey Builder, you can create a customer journey triggered when a customer abandons their shopping cart. Once the journey is initiated, you can send customers a discount code tailored to their interests.
Journey Builder also allows you to personalise your content based on customer behaviour. For example, let’s say you have a customer who regularly buys coffee from your store. With Journey Builder, you can send this customer content specific to their interests, such as new arrivals in the mocha section or discounts on Arabian coffee beans.
Delivering hyper-personalised messages across different channels
Once you’ve created your customer journey and personalised your content, you need to start thinking about how you will provide this content to your customers. This is where Marketing Cloud’s “Personalisation” comes in.
Personalisation is a feature which allows you to create a single customer profile that contains all the information you need to know about a customer. You can send targeted content to each customer across different channels, such as email, SMS, push notifications, and the web. Let’s continue with the example of the customer who regularly buys coffee from your store. With Personalisation, you can also send them push notifications when their favourite coffee beans are back in stock.
Personalisation also allows you to track the customer journey across different channels. For example, let’s say you have a customer who starts their journey on your website but doesn’t finish it. With Personalisation, you can nudge and send them a targeted email or SMS that delivers personalised messages and encourages them to complete their journey. This way, you can ensure that each customer has a seamless and personalised experience tailored to their interests.
Watch a short video by Salesforce to understand how all of this comes into action:
Pracedo X Bonhams: The perfect personalised messaging journey
Bonhams is a privately owned international auction house. It is one of the world’s largest and most renowned auctioneers of fine art and antiques, motor cars and jewellery. Pracedo helped Bonhams set up engagement tracking on their website and create real-time behavioural segments within Marketing Cloud. With User-Engagement data and Machine Learning Algorithms, Bonhams are now able to provide their customers with ‘Open Time Email Recommendations’, which means customers will receive recommendations relevant to them based on their profile at the time of the email open. Bonhams now have much more flexibility to personalise email content based on customer preferences, interests, and behaviours built up over time, ultimately improving customer engagement based on providing relevant meaningful content.
Read the entire customer success story here to learn how Pracedo helped Bonhams personalise, analyse and perform at scale.
Why should you choose Pracedo to implement Marketing Cloud?
We help our customers identify which Salesforce solutions can fast-track their marketing success. With a tailored approach to each customer, we implement Marketing Cloud to each of our customer’s needs and goals to ensure that they have a scalable solution that can skyrocket their growth.
By involving a Platinum Partner like us, you can:
Get in touch today to realise the benefits that we can bring your organisation with a Salesforce Marketing Cloud implementation.
By involving a Platinum Partner like us, you can:
- Ensure that your Marketing Cloud is built to your bespoke needs, using recommended best practices and scalable methods.
- Help design effective customer journeys and set up necessary automations for when you launch, resulting in a more efficient Salesforce Marketing Cloud that can save you time and resources.
- Alleviate pressure on your teams to mould the platform to their needs without the proper technical knowledge or training.
- Benefit from our team’s technical knowledge and experience in successfully building digital transformation projects.
- Give your teams the best start with Salesforce by utilising our training to ensure they can get the most out of your custom configurations.
- Save time and money by fast-tracking your success with Marketing Cloud and ensuring that your platform will launch when you need it to.
Get in touch today to realise the benefits that we can bring your organisation with a Salesforce Marketing Cloud implementation.
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Pracedo is an award-winning Summit (Platinum) Salesforce Consulting Partner that delivers innovative Salesforce implementations to forward-thinking customers.
With over a decade of experience focused on Salesforce, we work with our customers to unlock the platform’s power through tailored implementations that facilitate achieving business goals and ambitions. Our talented team of over 80 Salesforce professionals globally means that Pracedo offers a boutique consultancy experience, delivered locally to you, with the breadth and depth of knowledge earned from delivering over 1000 projects across our locations.
Pracedo specialises in Digital Transformation and Change Management. Implementations and customisations include: Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement, Salesforce Revenue Cloud, Salesforce Experience Cloud and Salesforce Nonprofit Cloud.
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