Powered by Interaction Studio, Marketing Cloud Personalisation is Salesforce’s marketer-friendly real-time personalisation and interaction management solution. It enables businesses to instantly and individually target anonymous visitors, prospects and customers with exclusive content and offers based on their interests, traits and behaviour. This can be done on online channels like a website, mobile device and email, as well as in offline mediums like a store.
Let’s assume a high-intent customer views an Instagram post and desires to purchase the classic “Little Black Dress.” After clicking on the post or the ad, she is redirected to the website, where she gets a personalised experience. This is possible because as she browses more content or shows interest in different products, an affinity gets generated in the platform based on products viewed, view time and purchase history. Whenever she interacts again with the brand – whether online or offline – she will now receive intelligent next-best offers. Plus, since the platform also connects to the call centre, service agents will get a 360-degree view of the buyer. This will help them immediately suggest the next best action to every customer and address their issues.
Also, when customers visit the store for shopping, the sales representative can guide them to the right products or categories based on their previous visits, interests and purchases. The reps can also leverage the online purchases made by them and combine special offers to delight them, ultimately increasing life cycle value and brand loyalty.
This is just one example of the multiple scenarios where Marketing Cloud Personalisation helps create a seamless and complete experience for the customer. Using algorithms and data collection systems, it stitches together different pieces of information to develop detailed behavioural analytics and affinities.
The platform’s machine learning(ML)-powered ready-to-use ‘recommendation and offer’ engine delivers unique product and content recommendations and presents real-time promotions, offers and email content to individuals. It leverages advanced ML algorithms and AI, an in-depth understanding of each visitor’s behaviour, and a contextual understanding of your business before deciding what recommendations to show.
The out-of-the-box recommendation engine has configurable algorithmic strategies that can be used to enrich and enhance content or product engagement. This can also improve the discovery of your website, mobile app, emails or onsite search and offline stores. The predictive nature of algorithms can dynamically and interactively react and adjust to shifts in consumer behaviour and take decisions within seconds. This lets Marketing Cloud Personalisation treat customers as people instead of numbers or an ID, creating customer profiles that are ever evolving. This is crucial, as consumers’ interests and buying patterns are constantly changing. Going back to the previous example, if the customer bought a black dress last week, they might feel the need to shop for a pair of jeans the next time. By looking at your customer’s browsing patterns, the algorithm picks up on their changed interest and alters the offers, recommendations and reminders they receive.