Today’s consumers view digital technology as a way of life and inseparable from the qualities that define who they are and how they live their lives. They expect their online brand experiences to be personalised, seamless and instantaneous. What’s more, with their attention spans measured in seconds, they’re unforgiving of any business unable to deliver on this expectation. In a recent McKinsey study¹, three-quarters of respondents said they’d switch if they didn’t like their experience.
And with so many brands getting the experience right, adopting a personalisation strategy only keeps you in the game. To get ahead of the game, you must excel at personalisation by effectively applying customer data to create engaging interactions. Companies who do this well generate 40% more revenue than average contenders¹.
Fortunately, consumers are more open than ever to sharing their information and preferences to help enhance their digital experiences.
What is personalisation?
According to a recent McKinsey study¹, consumers associate personalisation with positive experiences of being made to feel special. They want to feel like a brand is investing in a long-term relationship, not just a single transaction.
Successful personalisation techniques identify valuable data and use this to create relevant one-to-one brand experiences, resulting in strengthened brand loyalty and increased revenue.
Authentic and personalised interactions with customers will never become out of date. Keeping the customer at the centre of any innovation is key to delivering true value.
The advantages of personalisation
Personalised experiences make customers feel valued. According to McKinsey¹, 72% of consumers expect brands they buy from to know their tastes, and 76% get frustrated when they receive irrelevant messages. That’s why it’s important to leverage customer data to determine their wants and to develop a personalised experience.
Personalisation drives performance and better customer outcomes. Companies that grow faster drive 40% more revenue from personalisation¹.
Personalisation unlocks higher average order value and retention, with 78% of McKinsey respondents saying that engaging content made them more likely to repurchase¹.
Personalisation builds loyalty and engagement. The more interactions you have, the better you get to know your customer and the more relevant the engagement. This creates a spiral effect of lifetime customer loyalty.
Personalisation helps you stand out. It is estimated that the average person gets exposed to up to 10,000 marketing messages a day². As a result, the brain has a natural way of filtering out irrelevant messages and focusing on the messages that speak directly to them.
How to take online meal ordering to the next level with personalisation
Consumers have the same demands for personalisation when it comes to online food ordering as any e-commerce experience. Done correctly, this can become your point of difference and keep customers returning.
What do customers want from an online food ordering experience?
- They want to see their previous orders and favourites
- They want to see their names on emails and receipts
- They want special offers that relate to them
- They want relevant meal recommendations, e.g., don’t suggest a steak when they’ve only ever ordered vegetarian
How to create an effective personalisation strategy
With YUMBI, you can use your customers’ purchase history to recommend new products and offer unique promotions. Through our data, you can better understand your customers to create personalised customer experiences. Here are 7 ways to grow your competitive advantage through online meal ordering personalisation with YUMBI.
- Offer relevant promotions and tailored messaging in real-time
- Show previous orders and favourite meals for a quick ordering process
- House vouchers that are available only to them
- Segment by dietary preferences, e.g., vegan, vegetarian, Halaal
- Show their name in the app when they log in
- Dynamic name insertion in push notifications and SMSs
- Birthday and welcome campaigns
Let’s take a look at how a birthday campaign can create a personalised experience that keeps your customers coming back for more:
A well-timed personalised message (such as on someone’s birthday), combined with a small reward, gives you the best chance of driving a customer to place an order. Why? Because on their birthday, your customer is more receptive to personalised messages than on any other day. Offer a voucher to round out a successful birthday campaign. Just about everyone loves a gift on their birthday, after all.
In today’s rapidly changing digital hospitality landscape, restaurants must act quickly to establish relevancy and inspire loyalty. Without that focus, they will be left behind, while those that offer differentiated and personalised experiences will win.
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¹McKinsey – This Next in Personalization 2021 Report
²Forbes Leadership – Finding Brand Success In The Digital World