Personalisation isn't a luxury.

This week, I thought I’d share a common challenge that eCom businesses face, explain why it happens, and offer some actionable tips to solve it.

Personalisation, it isn’t a luxury - it's a customer expectation.

When it’s missing, customers stop paying attention. Worse still, they’ll head to a competitor who seems to understand them better.

The issue usually boils down to brands drowning in data but failing to understand or use it effectively.

The result? Bland, one-size-fits-all communications that feel irrelevant and don’t convert.

Here’s why it typically happens:

1. Data Overload, Zero Action
   Brands collect all kinds of customer data - from browsing patterns to purchase history - but often don’t have the systems in place to turn that data into tailored experiences. It’s all sitting there, but nobody’s using it properly, so customers get generic cross-channel content instead of something that actually resonates to them.

2. The Quick-Fix Campaign Trap
   Brands often rely on blanket campaigns because it’s faster and easier. But while they save time, they sacrifice relevance. Sending the same message to everyone makes it impossible to build that deeper connection customers expect.

3. Relying on Basic Segmentation
   Dividing customers by simple demographics like age or gender isn’t enough. Just because two people are the same age doesn’t mean they’re interested in the same things - especially in fashion or beauty, where personal style and product preferences reign supreme.

4. Underusing Automation
   Even though most platforms offer automation, brands often don’t use it to create personalised customer journeys. Without it, they’re constantly reacting to customer behaviour instead of proactively tailoring the experience.

5. Disjointed Experiences Across Channels
   These brands have multiple touchpoints - website, social media, SMS, app, emails, even in-store - and if personalisation isn’t consistent across them, customers are left with a disconnected experience that feels clunky.

Sound familiar?

This is what you can do…

1. Behaviour-Based Triggers
   Set up automations that respond to customer actions, like browsing specific products or abandoning their cart. That way, your follow-up feels timely and personal showing that you understand them.

2. Segment Based on Purchase History
   Stop lumping customers into broad categories. Segment them by what they’ve already bought, so you can recommend complementary or similar products, which feels far more thoughtful.

3. Tailored Product Recommendations
   Whether it’s on your website, an your app or email, use browsing and purchase data to show customers products they’ll actually be interested in. Better yet, tie it to their personal style or beauty preferences.

4. Send Emails That Adapt
   Use dynamic content in emails - so if a customer’s in a different location or just looked at a specific item, they see something relevant to them. Bonus points for using seasonal or location-based triggers.

5. Create VIP Experiences
   Identify your most loyal customers and make them feel special. Give them early access to products, personalised offers, or unique experiences. Show them they’re valued, and they’ll keep coming back.

6. Personalise Post-Purchase Follow-Ups
   Once they’ve made a purchase, don’t stop there. Follow up with personalised tips, product care advice, or recommendations that complement what they just bought. Keep the relationship going beyond the sale. You can do this via in-parcel inserts, email, Whatsapp. The list goes on…

If you want to keep your customers’ attention (and their loyalty), personalisation isn’t optional. It’s the difference between being ignored and being remembered.