Personalisation is the key to building brand loyalty, according to Mark Bower, managing director of digital agency, Coolpink

Personalisation is the key to building brand loyalty, according to Mark Bower, managing director of digital agency, Coolpink

The customer is king so engage them with an experience fit for royalty, advises Mark Bower, from digital agency, Coolpink. “Gone are the days of admiration for shop windows and acceptance of repetitive brochure sites. Today's consumer prizes customer service and their own time when shopping online but most brands are not delivering on these demands.

“Maintaining great customer relations requires something of a 'cult' instinct. Disregarded by many, but cultivated by true believers, an unadulterated commitment to customer service sets brands apart from competitors.”

He said great digital personalisation can be better explained by calling on classic 'cult' films of the last decade for illustration:

1. Rita, Sue and Bob Too – know your audience

Find out who your target audiences are. Then ask yourself why they choose your brand, and how it is you can help? Do they want information? To purchase? Or simply want interaction with the brand? Anticipate their needs and build a relationship. Offer them related products or give them suggestions i.e. 'other customers also viewed...' Also examine where your customers are in their buying cycles and present content that will suit their needs.

2. The Matrix – create a virtual reality

Create a lasting impression by tapping into a variety of senses, making your website the most memorable out there. Taking personalisation quite literally, look to computer games for inspiration. Take your audience on a customer journey using rich media such as videos, zoomable images and 360-degree views. Alternatively, try turning your customers into their very own virtual self. Allow their virtual character to roam the site. Provide something that allows the customer to test your product just as they would instore. The important thing is to provide the shop experience online, so customers get a 'feel' for the product without actually touching it.

3. Human Traffic - go overboard with social interaction

Websites are now required to be communication channels, ways in which the customer can engage in a conversation with each other and the brand itself. Social media alone is by far the most relevant example of free advertising through word-of-mouth. Keep up to date with social media, keep your status updates and tweets regular. Remember social networks need to be free flowing – this is not a sales room, company control doesn't work well, so instead respond to the group’s needs.

4. Me, Myself & Irene – 'individualise' your customers

Customers may have similar interests, but remember they are individuals. Add personalised touches to your consumer interaction that are individual to them e.g. mailers, offering birthday discounts or gifts. Send them a message 'thought you may be interested in this...'. Customers love to feel valued, so give them something back.

5. The Italian Job - consider the finer details

Don't go to all the effort prior to purchase and then forget the rest. Review your checkout process to ensure it's not too complicated. Unnecessary information requirements will just put the customer off. Allow the customer to track their purchase easily online and over the phone. Really consider attention to detail where your packaging is concerned. Mirror your brand, its image and audience with its packaging – quality products deserve quality wrapping for quality people.

“By knowing your online audience and understanding what it is they really want, you can create a lasting impression, build a lifetime relationship and dramatically increase repeat business, added Bower. “While the perfect customer experience cannot guarantee an instant sale, it certainly helps.

Join the cult of 'customer lovers', give them what they want, and we're pretty sure you'll be hooked on the results.”