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3 ways to enhance personalisation with Zero-Party Data

 

by Camilla Bass, Content Marketing Manager at FreshrelevanceFresh Relevance Logo

 

First-party data – such as actions a customer takes across your website – is the backbone of any good personalisation strategy. Packed full of behavioural insights and implied interest, it allows marketers to personalise the shopper’s experience across all stages of the customer journey. 

But if you want to enhance your personalisation with additional insights that first party data can’t provide, consider using zero-party data – the data which a customer intentionally and proactively shares with a brand. While first party data helps marketers infer a customer’s interests and preferences, zero-party data provides explicit information to add colour to customer profiles. 

Here are three ways to enhance your personalisation with zero-party data. 

1) Personalised marketing emails

If you’ve ever visited an eCommerce pet product retailer, you might have been asked to share information about your favourite animal, type of pet you own or your pet’s name. This is a prime example of zero-party data, information that can enrich a customer’s experience with that retailer. 

Let’s say your customer owns a labrador named Lucky, and they’ve shared this information when signing up for your email newsletter. You can use this data to enhance the personalisation of your newsletters. For example, you can catch their attention with a dynamic hero banner that pulls in an image of the relevant animal and breed, in this case a labrador, along with the pet’s name. This will help you resonate with your customer, build their confidence and keep them engaged with your brand. 

You can then use first party, real-time purchasing data to recommend bestsellers in your selection of labrador products. Including personalised product recommendations in email newsletters is proven to boost sales by up to 24%, making it a tactic worth adding to your marketing toolkit. 

2) Personalised coupons

Most of us have eagerly shared our date of birth with retailers, restaurants and brands in exchange for the promise of birthday discounts and treats. This information enables marketers to delight their customers each year by sending them a token of appreciation. And since birthday emails generate 342% higher revenue per email than promotional emails, the customer won’t be the only one celebrating. 

Marketers can boost the revenue-generating potential of birthdays by combining zero-party data with first party data. For example, try sending your customer a personalised coupon on their birthday to spend on their most frequently browsed or purchased product category. A targeted offer such as this is more likely to resonate with customers and lead to a conversion. 

Bonus tip: The most effective coupons follow customers from triggered and bulk emails to your website, and vice versa, to increase the exposure and redemption rate.

 

3) Personalised product recommendations

Many maternity and baby product retailers add the option for customers to share their due date while signing up for their newsletter. When combined with first party data such as frequently purchased or browsed products, this information can help marketers boost the effectiveness of their product recommendations. For example, before the due-date marketers can recommend maternity clothes in the customer’s most browsed brand, switching to baby products once the due date has passed.  

 

Recommending frequently browsed or purchased products is a great way to harness the power of familiarity, as customers tend to prefer items they have seen multiple times. Try using this recommendation type on the homepage to encourage shoppers to click through to your product pages. Displaying onsite personalised product recommendations is proven to boost sales by up to 12%

 

Final thoughts

By capturing consumer motivations, intentions, interests and preferences at scale, marketers can build upon first-party data to enhance their personalisation. Whether you’re new to zero-party data or you’ve been collecting customer insights for a while, these three personalisation ideas are guaranteed to provide your visitors with an experience that delights and converts. 

Feeling inspired? Download The Ultimate eCommerce CRO lookbook for 21 real-life eCommerce personalisation examples to help you increase your conversion rate.

 

Data capture enhanced Scribbler’s engagement!

Data capture is very vital for all types of businesses. let’s find out how Scribbler boosted their database and email list by 10x.

It was 1981, Margaret Thatcher has been in power for two excruciatingly long years already, Charles and Diana have just announced their engagement, Bucks Fizz has won the Eurovision Song contest and Scribbler has just been born!

There are 32 Scribbler stores across the UK that see thousands of customers every day, yet little customer information was gathered until the company partnered with ODICCI to create an offline-online campaign.

Previously, Scribbler used in-store sign-ups/forms requesting email addresses and information, which they had to manually type up themselves.

This was very time consuming and unengaging. So, how did Scribbler capture 10x more email addresses and increase their database by 50% in 4 months using ODICCI?

Scratch cards were distributed in-store along with receipts, if a participant scratched three pugs, they were a winner. To redeem their prize, winners went to the campaign micro-site and registered with their code from their card, and entered their email.

Scribbler is able to track all of the results from the campaign on the ODICCI dashboard in real-time and on a store-by-store basis.

Objectives:

  • Offline data capture
  • Increase registrations
  • Manual excel imports into CRM

Solutions:

  • Scratch card competition
  • Offline engagement > online registration
  • Direct integration into CRM
  • ESP integration

Results:

  • Customer engagement in 34 stores in the UK
  • +90.000 new email addresses in 6 months
  • One out of four customers participates
  • +93% of new email addresses
  • +70% of customers register outside of the store
  • 50% database increase in just 4 months

Related Blogs:
DATA CAPTURE BOOST CUSTOMER ENGAGEMENT BY 319%!
DATA CAPTURE BOOST MAKEPOSITIVE BY 100+ ENTRIES!

Data capture boost customer engagement by 319%!


Data capture is a vital element for all businesses. Below we display how data capture boosted our client The Entertainers engagement by 319%.

The Entertainer originates in Amersham, Buckinghamshire, and is the UK’s largest independent toy retailer.

The popular brand has 124 stores and has loads of transactions happening every day. the company partnered with ODICCI to create an engaging offline-online campaign.

Want to know how we did it?

Customers scratched the card and revealed a unique code, which they then registered online with, along with their details to see if they had won. The second type of card had a unique number and no scratch. Again, customers registered online with their code to see if they had won.

The campaign was created with the incentive for the participation of a £250 gift card. Two types of cards were made and distributed in-store – the first type was a scratch card with a unique number.

We found that the cards containing a scratch had a significantly higher redemption rate than those without, and believe this is because of the increased engagement of reveal marketing. Email addresses are automatically verified and full opt-in.

At the end of this process, we added a second chance to win a £50 gift card by asking customers to give their feedback and enter their Net Promoter Score (NPS). This leads to an amazing 300% increase in customer feedback, allowing The Entertainer to better understand their customers.

Objectives

  • Million of transactions every year and no effective data capture process in place
  • Implement a fun and non-intrusive offline data capture concept
  • Easily add new stores to the data capture
  • Report and analyse results in real-time

Solutions:

  • Integration of transactional data
  • Profile capture and email verification
  • Scratch cards to reveal
  • In-store distribution tracking of cards using barcodes
  • Weekly reporting to stores

Results:

  • Feedback / surveys increased by 270% during trial and 319% during global implementation
  • Captured email address; receipt number and favourite store.
  • Excellent engagement from stores in the data capture process

Interested to know what ODICCI can do for you?

Related Blogs:
DATA CAPTURE BOOST MAKEPOSITIVE BY 100+ ENTRIES!
BOOST DATABASE AND SALES FOR MI&CO

Data Capture Boost MakePositive by 100+ entries!

Data capture is essential for businesses to grow and boost sales. Below we display how our interactive experience enhanced Makepostive’s database!

Makepositive is a consulting partner of Salesforce; they design, implement and maintain all Salesforce clouds.

The worldwide known brand also experts in Force.com, Heroku.com and Amazon Web Services.

The company wanted to capture more personal insights and re-engage their audience. The aim was to be in their customers faces more often and develop a campaign that would do exactly that!

Data capture flyer providing you with the unique used by Makepostitive.

We worked together launching a prize draw campaign to be implemented at Salesforce’s annual world tour.

We designed a flyer for to attendees of the event. The flyer gave the recipient a unique code and instructed them to visit the website and enter their code for a chance to win their own ‘Sidbot’ robot.

Using ODICCI live reporting throughout the event, we saw that there were only 52 registrations by 3 pm. We decided to reduce the number of data fields to six and found that by 3:55 pm, entries had doubled to 102.

We learned that businesses should not demand too much information during the data capture process as customers are less motivated by this and are less likely to engage.

Interested to know what ODICCI can do for you?

Related Blogs:
INTERACTIVE EXPERIENCE = BA GAINING £16,256,000!
BOOST DATABASE AND SALES FOR MI&CO

Boost database and sales for Mi&Co

Businesses aim for the same results which are to boost database and sales! this is very common for businesses in all types of industries.

Mi&Co wanted to connect and boost engage their customers with an interactive promotion during the busy summer months to increase their database and their sales.

Mi & Co worked with ODICCI to create a scratch card campaign with unique codes. The scratch the card and revealed whether the participant had won something but does not tell them what.

Using their unique code, the participant visits a landing page created in ODICCI, with the URL www.miandoco.es/win. The participant would enter their unique code and start capturing data using capture sequences.

To conclude an email is send to the client to allow them to claim their prize.

The data obtained is stored in our CRM platform. Mi & Co had access to the data obtained in the campaign at all times.

Problems:

  • Low number of records
  • Retention of data on paper
  • Manual data capture process
  • Limited customer profile (often just email)
  • Vendors require support for data retention
  • Customers not always willing to register

Solutions:

  • 5,000 cards for promotion
  • Campaign conducted in 3 stores in Barcelona
  • Email marketing campaign announcing the promotion
  • Campaign visibility on the Mi & Co website
  • Communication of the campaign on social media
  • Re-targeting Campaign – Google Adwords (SEM)

Results:

  • + 40% of customers participated in the promotion
  • + 35% of registered customers using the cards

Related Blogs:
DATA CAPTURE BOOST CUSTOMER ENGAGEMENT BY 319%!
DATA CAPTURE ENHANCED SCRIBBLER’S ENGAGEMENT!