Personalization is a goal that every modern business aspires to, but it’s not without challenges. Building outstanding customer journeys requires a forward-thinking approach, along with the right marketing tool to put plans into action.
At a recent discussion panel hosted by Bloomreach, guest speakers from renowned brands G-Star and Van der Valk shared their experiences crafting a personalized marketing strategy for their customers. The contributors provided insights into the challenges they faced with personalization and explained how Bloomreach Engagement’s AI-powered capabilities helped these innovative companies achieve their goals.
G-Star Stays Top of Mind
Standing out in a competitive market is a challenge that the denim brand G-Star tackles with strategic, data-driven marketing. Dorien Pouw-Altena, the brand’s Head of CRM, emphasized that cutting through the noise to reach the right customers requires companies like G-Star to stay one step ahead of their audience’s needs.
Personalized product recommendations play an important role in achieving this goal, Pouw-Altena explained. Using Bloomreach Engagement’s powerful product recommendations engine, G-Star can offer recommendations fueled by each customer’s unique behaviors and shopping habits, suggesting products that the audience is most likely to enjoy based on previous interactions.
Van der Valk Consolidates Its Data
Unifying customer data from a variety of marketing channels can be difficult in the digital age where customers expect brands to be everywhere, all at once. Separate channels can lead to siloed data, which Carina Jordens, Head of Data at Van der Valk, identified as one of the most important issues that the hospitality brand addressed to make personalized campaigns possible.
With Bloomreach Engagement organizing all its customer data into one comprehensive solution, Van der Valk gets a clear picture of when and where customers interact with the brand and uses these insights to craft personalized campaigns. With relevant data driving customer interactions, the company can leverage its multiple channels to engage with its audience in a meaningful way.
The Power of AI and Personalization
G-Star and Van der Valk both recognize that artificial intelligence has the power to revolutionize marketing strategies and drive the connected customer experiences that modern audiences expect. Each speaker touched on the necessity of AI-powered analysis and content generation to create personalization at scale during the panel, illustrating ways that AI impacts each company’s marketing efforts and outlining goals to adopt AI for future success.
G-Star Gains Insights With AI Predictions
To fine-tune its focus on anticipating the needs of its audience, G-Star harnessed Bloomreach Engagement’s AI-powered prediction models to spot patterns and trends in each customer’s relationship with the brand. Pouw-Altena noted that the insights gained from these predictions helped build more engaging customer experiences.
With AI analyzing its customer data, G-Star can understand its audience in the moment and foresee which action they might take next. This helps the brand craft hyper-relevant segments for its campaigns and create personalized messaging for their individual needs.
Van der Valk Plans for an AI-Powered Future
Van der Valk sees further adoption of AI as an essential part of its long-term marketing goals. Enhancing its customer experience and driving long-lasting loyalty are a priority for the brand, and Jordens explained that leveraging Bloomreach’s advanced personalization techniques are important tools to make these goals a reality. By integrating comprehensive customer data and utilizing AI-driven insights, Van der Valk plans to continue expanding its personalization initiatives across multiple channels.
Conclusion
Personalization can present challenges, but adopting a personalized approach has optimized marketing efforts across the board for G-Star and Van der Valk. By embracing AI and advanced personalization tools, these innovative brands are not only enhancing customer experiences but also paving the way for future growth.
