Not long ago, Giorgia Lupi, known for her expertise in translating complex data into beautiful visual storytelling, has joined Pentagram as a partner. Her partnership is more relevant today than ever before as brands are embracing new technology, such as AI, to gather data to understand consumers better. With this unique data, brands can deliver better-personalized customer-experience. In other words, through the proper use of data, brands can be more human.
Personalization has benefited several markets such as fashion, beauty, and health to get closer to their consumers. It helps in two ways:
— Giving room for the consumer to be in control
— Empowering brand ambassadors to make better decisions
Giving room for consumers to be in control
A brand with the personalization strategy provides a space for consumers to be in control by giving them the tools needed to send feedback for the product they received. Feedback is essential for a brand that embraces technology, to understand their customers’ purchase behavior and preferences to offer better products moving forward.
Stitch Fix, named one of the most innovative companies last year, gathers customer’s individual preferences through a 15min quiz which then used by human stylists to curate some fashion products that suit her needs and activities. The customer then has the control to rate the clothing selected for her, return what she doesn’t want, or keep what she likes. This back and forth interaction between the customers, the expert, and the algorithm are essential for Stitch Fix to improve the service and maintain loyalty.
Empowering brand ambassador to make better decisions
Personalization is acknowledging that each customer is a unique individual with different needs and goals. A brand with the personalization strategy empowers their ambassadors with tools needed to make better judgments and give better advice with the help of technology.
Atolla, an MIT-born skincare brand launching Summer 2019, personalizes skincare products with the help of technology. The consumer is given a home test-kit and sent the result of the skin test through the app. Experts formulate the skincare products according to the needs of the individual’s skin. Each skin condition is represented with a set of codes displayed on the monthly skincare bottle.
Just like Stitch Fix, feedback is needed by Atolla to improve the product. The Atolla app facilitates feedback and tracks the skin progress, which then helps experts to formulate better skincare from month to month. Atolla packaging communicates the technology-backed process, which differentiates it with its competitors such as Curology.
Color&Co., an at-home hair color brand, is another example of brands that empower its ambassadors with technology. The expert has the opportunity to get to know the individual’s hair-color needs through a 15-minute live chat to build a customized hair color that is right for him/her. The method opened the opportunity to educate customers, increase trust, and create a more intimate connection between consumers and the brand.
Personalization is an endless collaboration between consumers, brands, and technology. Data coming from customer’s feedback and interaction with the brand help Stitch Fix, Atolla, and Color&Co. to deliver more genuine and personalized service to their customers. It has never been a better time for us brand practitioners to embrace data as a tool to create profoundly human customer-experience.
“69% of consumers want an individualized customer experience yet only 40% of brands offer one.”