By Archer Creative

Many equine businesses are already familiar with the basics of personalisation. Think of the e-newsletter that addresses you by name or a mobile optimised website that adjusts to fit your device. However, there is more to personalised marketing that presents new opportunities for your equine business.

At its core, personalisation differentiates your equine business as one that truly understands its customers - their pain points, their needs and their desires. Creating a more intimate experience based on real customer data, personalised marketing affords you the ability to deliver valuable information to your customers when and how they want it.

Building familiarity and strengthening the relationship you have with your customers, the benefits of personalised marketing are very real for the adept equine business.

Personalisation increases your sales

Firstly, adding a little personal touch can make the shopping experience with your equine business more memorable. Particularly in e-commerce, the data shows that 60% of customers prefer if an online store remembers their contact details and purchase history; making the point of sale faster and more convenient wherever your customers may be - whether on a desktop or mobile device.

In addition, personalisation at the point of sale makes for a better brand experience. Greeting your customers by name and advising on other products they may be interested in, creates a closer affinity between your customers and your business. In essence, you can create the same personalised shopping experience online that a customer would receive in store.

Personalisation improves customer loyalty

Setting your equine business apart from your competitors with a shopping experience that is predictive, rather than reactive, also has immense benefits for increased customer loyalty. In particular, it has been shown that loyalty programs containing personalised offers increase repeat purchases and yield a higher customer retention.

Rewarding your customers for purchasing from your business builds upon the familiarity already established by a more personalised shopping experience. Furthermore, a loyal customer base can have other implicit benefits for your equine business. They are the mouthpieces that vouch for your products or services and the power of that endorsement is something that no amount of traditional marketing can generate.

Personalisation strengthens your marketing

Finally, personalisation can help your equine business stand out in an increasingly noisy world of choices. Taking the time to collect data about your customers at different touch points in your marketing can help you build a deeper understanding of your customers, their interests and their behaviours.

Providing valuable information throughout your marketing that your customers find useful - whether that be an email newsletter, a fact sheet or an exclusive offer - makes your business an ideal choice over your competitors.

However, the key is understanding what type of content and the frequency with which to share it. Overwhelming your customers with information that is implicitly packaged with sales messages won't build the strong relationships that you are looking to facilitate. Information must be valuable and useful first and foremost.

Conclusion

While many businesses can understand that marketing is made better with a little personal touch, many equine businesses aren't integrating the elements of personalisation into their marketing efforts. Demonstrating an understanding of your customers and how they interact with your brand can have immense rewards for your business - both in short-term sales and long-term customer loyalty.  

Are you reaching your customers?                 

About the Author: Archer Creative is a specialist marketing agency that truly understands the equestrian industry. Just like you, we live and breathe the equestrian industry - it's our passion. We aim to make marketing more simple and effective for the equine business. To find out more about Archer Creative, visit our website or follow us on Facebook.

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