Modern Marketing Today
  • About
  • B2B
  • B2G
  • B2C
Subscribe
No Result
View All Result
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
Modern Marketing Today
  • Digital Transformation
  • Customer Journey
  • The Experts
  • Martech Innovation
  • Events
    • Dreamforce 2019
    • 2019 Sitecore Symposium
    • Modern Customer Experience
  • Resources
No Result
View All Result
Modern Marketing Today
No Result
View All Result
Home B2C

Today’s Customers Crave Personalized Engagement, How Can Brands Deliver?

by Kelsey Winick
January 21, 2022
in B2C, Customer Journey, The Experts
Reading Time: 4 mins read
A A
customers
Share on FacebookShare on Twitter

Earlier this week our colleagues at Retail Technology Insider published this interesting conversation with Sitecore’s Aswin Mannepalli on the importance of personalization to both brands and customers. Mannepalli is Global Director of Industry Strategy and Marketing for Automotive at Sitecore and shared his thoughts on this topic with us. Keep reading to learn more.

Customer personalization unlocks ways for organizations to better understand their customers’ interactions and preferences. Aswin Mannepalli, Global Director of Industry Strategy and Marketing for Automotive at Sitecore, met with Retail Technology Insider to discuss further the ways that personalization is helping automotive brands expand their knowledge of their customer.

Retail Technology Insider (RTI): What level of personalization is expected today in the retail sector?

Aswin Mannepalli (AM): 89 percent of customers today expect brands to understand them. To put it in more stark terms, the customer expects brands to know me, and my needs better than I do.  Now, if you think about it, that’s a tall order. The implication is that what customers want digitally is what sales staff at physical dealerships take years to master.

RTI: How can automotive companies achieve personalization?

AM: Luckily, we do have the tools to achieve personalization. The heart of this personalization mission is the need to understand your customer; it all starts with data. With the customer’s consent, keep a record of their interactions with your brand. Ensure that this data is fed into your systems without loss to build a unified, true customer profile as you incorporate records of touches from every interaction. Then, act based on this data by doing experiments such as A/B testing and experimentation. All of the capabilities that I outlined will help automotive brands deliver on the promise of personalization.

RTI: What are some examples of automotive companies doing it right?

AM: One area that we see of great promise is vehicle configuration. It is a playful way for customers to disclose their preferences without ruining the experience with something obtrusive like a popup. We help major OEMs and dealerships stand up these configurators and marry these sessions with the 360 views of the customers. When a customer goes to the dealership after a configurator session, the dealership staff know everything they need to know to satisfy the customer.

RTI: What solutions or technologies make it possible?

AM: The future of personalization is about having a customer data platform (CDP). This first-party data is your own so that no policy change from the major search engines on cookies will disrupt your business. The CDP is a place to store all of your customer interactions. But the CDP isn’t only a storage area. I firmly believe in the Smart Hub concept, where not only can you hold the data, but you can rapidly analyze, experiment, and deliver the right offer that will resonate with your customer. More conversions and more cross-sell are some of the key performance indicators we see lots of lift in.

To learn more about automotive customer personalization, click here.

Tags: AutomotiveAutomotive IndustryCDPCustomer Data Platformcustomer experienceDealershipOEMpersonalizationSitecore
Advertisement Banner

RELATED POSTS

building relationships
B2C

Building Relationships and Trust with Customers Through Personalization

May 18, 2022
Improving Customer Experience
B2C

Brands Improving Customer Experience with Omnichannel Personalization

May 3, 2022
Customer Data Platforms
B2B

Customer Data Platforms are Driving Data-Backed Decisions

April 25, 2022

TRENDING NOW

  • Print Plays a Leading Role in Today’s Modern Marketing Mix

    574 shares
    Share 230 Tweet 144
  • How Customer Trends are Shaping the Automotive Industry

    565 shares
    Share 226 Tweet 141
  • Emulating Amazing: Secrets for Success 

    497 shares
    Share 199 Tweet 124
  • Your Guide to Strategic Omnichannel Account-Based Marketing

    532 shares
    Share 213 Tweet 133
  • Meet the CXO: How To Sell To The New Make-Or-Break Buyer

    495 shares
    Share 198 Tweet 124

CONNECT WITH US

BECOME AN INSIDER

Get Modern Marketing Today news and updates in your inbox.

Strategic Communications Group is a digital media company that helps business-to-business marketers drive customer demand through content marketing, content syndication, and lead identification.

Related Communities

Financial Technology Today
Future Healthcare Today
Government Technology Insider
Retail Technology Insider
Today’s Modern Educator

Quick Links

  • Home
  • About
  • Contact Us

Become a Sponsor

Modern Marketing Today offers content and advertising sponsorships to leading technology solution and service providers. Interested in becoming a sponsor? Contact us!

© 2021 Strategic Communications Group, Inc.
Privacy Policy      |      Terms of Service

No Result
View All Result
  • Home
  • About Modern Marketing Today
  • B2B
  • B2G
  • B2C
  • Categories
    • Digital Transformation
    • Customer Journey
    • The Experts
    • Martech Innovation
    • Events
  • Contact Us