Four Places You Can See Personalization Done Right

I’m sure lots of folks in retail and loyalty spaces are getting tired of hearing about personalization. It’s been a buzzword for a while now. Well, it’s still relevant, and the more that brands implement personalization solutions, the more they’ll succeed.
Here are a few outstanding examples of brands using personalization effectively. Not all of these are new, but they’re all still up and running, if you want to check them out firsthand.

  1. Reverb Feed
Reverb is an online marketplace that specializes in musical equipment (particularly used gear) and vinyl records. When someone downloads and fires up the Reverb App, she gets the chance to say what type of items she’s looking for. Once the user names her preferred categories, any time she opens the app, she will see a feed, a screen full of items currently on Reverb that fit into those categories.
Say Rachel is a keyboard player. She can make it so that her feed shows her analogue synthesizers and digital plugins, instead of guitars and amps and the other things she’s not looking for. She can now shop through Reverb as if it were a boutique shop that sold exclusively the stuff she wants to buy.
  1. Accor Hotels’ Seeker Campaign
This one takes on personalization at the subconscious level of the persons involved! Accor, a hotel brand with great brand awareness in Europe but not in North America, made North American acquisitions and sought to promote its loyalty program Le Club AccorHotels in the region.  The brand took a “go big or go home” approach to marketing and launched the Seeker campaign.
Users (and the first users were influencers with major social presence) got the chance to have their biometric responses read to discover which Accor location was the perfect travel destination for them. It’s your base urges selecting a vacation spot for you.
You can try out Seeker here (for free, of course; it’s a marketing campaign). You’ll need a camera on your computer for biometric readings. 
  1. GameStop’s Emails
Personalized emails aren’t anything new, unique, or exciting. Those of us who are in the habit of providing retailers with our email addresses are used to getting them every day. But what sets GameStop apart in the world of email is what the brand isn’t doing.
The brand never sends out batch emails. Ever. If the holidays are approaching, and there are store-wide sales, you still get a personalized email relevant to past purchases. If Billy buys an Xbox One controller, he will never see an email ad about a PS4 game. This approach must have been a nightmare to implement, but GameStop pulled it off.
  1. Wendy’s Twitter Feed
Engagement is becoming a big part of loyalty, and at present, it can be every bit as important as rewards. Twitter users who tweet @Wendys get personalized replies to their messages. Whoever the heck it is the posts on the Wendy’s Twitter feed often gives replies that are witty, off-color, and sometimes downright vulgar. You can always tell that the page manager actually read customer’s comments and took the time to think of something clever to say.
The Twitter-sphere loves it. Wendys has 2.89 million followers on the social platform. The brand engages with these followers 24/7, and interest in the brand hasn’t waned, even though the page is nearly a decade old. This is the Rolls Royce of social presences.

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