{"id":1642,"date":"2020-03-25T19:31:16","date_gmt":"2020-03-25T19:31:16","guid":{"rendered":"https:\/\/leapgroupnetwork.com\/personalization-from-its-genesis-to-today\/"},"modified":"2022-08-10T14:47:29","modified_gmt":"2022-08-10T14:47:29","slug":"personalization-from-its-genesis-to-today","status":"publish","type":"post","link":"https:\/\/leapgroupnetwork.com\/logic-magic\/personalization-from-its-genesis-to-today\/","title":{"rendered":"Personalization: From its Genesis to Today"},"content":{"rendered":"
Many years ago, I traveled to Chicago each Tuesday through Wednesday for business. I am a creature of habit and always stayed at Hotel Allegro (now Kimpton Hotels) and always arrived at approximately the same time. On my third or fourth visit, the doorman opened the door of the taxi (this was long before Uber and Lyft existed), and exclaimed, “Welcome back Mr. Wunsch. We missed you!”<\/p>\n
This continued for years until my travels changed. It was a small touch, but made me extremely loyal to the hotel (and a good tipper.) It took him less than two minutes to ask my name, but the pay-off was well worth the effort. <\/p>\n
This was the very early stages of personalization.<\/p>\n
It’s hard to move throughout your day without encountering some form of personalization – be it your trip to Starbucks or a quick online purchase. We have been personalizing experiences for some time now. <\/p>\n
Early in its stages, personalization was triggered by loyalty programs. Consumers would need to offer some personal information and opt-in to the program, but once it was collected, users were met with their name, their favorite drink or their favorite seat. This was great, and brands quickly learned the power of personalization at its highest level.<\/p>\n
But what about personalization when we don’t know who the target audience is? Welcome, digital personalization. It comes in many forms:<\/p>\n
Today, we are personalizing digital experiences at aggressively growing rates. Several platforms now exist, such as Sitefinity with the Digital Experience Cloud. This software built within Sitefinity’s CMS allows marketers to redefine the customer journey and tailor content to provide instant relevance. <\/p>\n
We’ve talked about it several times in this issue, but It’s growing quickly because brands are figuring out the returns are amazing – revenue increases, customer satisfaction increases and customer loyalty increases. This has been true of every implementation we’ve used on websites thus far.<\/p>\n