1. Personalisation:
The do’s and don’ts
of me-me marketing

2. Contents
What is personalisation?
How to personalise your brand
Flexibility and an adaptive strategy
Top ten things to consider when
developing a personalised customer
engagement strategy
2
5
6
Hi,
3-4

3. What is personalisation?
2
Whatever form it takes, personalisation benefits
both the brand and the consumer. So how do we
personalise properly?
It all starts with data. The rise in the cult of self,
combined with technology and social media
platforms, has led to greater opportunities to
personalise and increased demand from customers
for more personalised offers and customer service.
More and more aspects of our lives leave a digital
data trail behind them – revealing a wealth of
information, not only about our shopping preferences
and habits, but about our financial circumstances,
health, and our friends and family networks.
This level of data can be overwhelming; so it needs
to be collated, stored and processed in a way that is
easy to digest and provides relevant insight to guide
customer-centric marketing strategies.
Personalisation can take many forms, such as adding customers
names to products, providing them with highly targeted
recommendations or offers and even involving them in the
design of their own product or service.
of consumers want
personalisation
31%

4. How to
personalise
your brand
3
When buying a holiday
online, 58% of UK people
would like the opportunity
to negotiate the price with
the supplier rather than
accept the price offered to
everyone else.
Personalisation doesn’t end at product customisation
- it’s about engaging with customers in other ways
and creating an interactive dialogue with them. In
particular, many brands are now concerned with
building tools which benefit their customers lives and
make them that little bit easier. So value exchange is
key- the customer gives their data in the expectation
that they will receive something personally useful, in
the hope that this leads indirectly to revenue.
Over time it begins to understand the way you run
and acts as a kind of digital personal trainer. The
idea then is that you can’t run without Nike - which
makes you more likely to buy compatible gear, sign
up for Nike newsletters, and join the Nike online
community. This increases brand loyalty (and
indirectly sales) by making your run more engaging.
Shop around extensively to get the best deals
Often wait to see if the price drops over time
before making the purchase
16-24s have used their mobile phone
in-store to compare prices
The Nike+ Fuel app monitors
running activity and marks
the runner’s achievements.
Personalisation starts
with price
1
Personalisation is not just
about retail
2
£ $
€
How we shop today
Many of today’s consumers will proactively seek out
the best prices; trading their time, effort and personal
data for brand reward. Give customers a sense
of control over their data, and the prices they can
leverage from that data, and you might be tipping
the scales further into a true value exchange.
60%
66%

5. 4
76% of people trust banks
to use their personal data
responsibly.
This drops to around 65%
for supermarkets and
mobile phone networks.
Consumers choice in payment method is fast
proliferating thanks to contactless cards, digital wallets
and alternative currencies. For the consumer, the
benefits include quicker payment and more control
over personal finances. Brands have the opportunity
to create new experiences and new business models:
when payment becomes part of the product (not just a
bit at the end), the possibilities for personalised brand
experiences expand.
Consumers feel negatively towards any organisation
that sends badly targeted marketing communications,
especially at unwanted times. As a comparative point,
only 7% of us are willing to share our social media
activity for relevant marketing, but 40% think that
recommending brands on social media should be
rewarded with discounts.
The key point here is that customers want something in
return for sharing their data, and offering an exchange
will massively improve chances of engagement.
Irrelevant recommendations are no longer an option.
But do consumers really trust businesses with their
data? It is up to brands to make sure that the use
of personal data is respectful of privacy and never
appears creepy. Customers will be more likely to give
up their personal information if they are reassured
that they will be receiving something relevant to that
data in return.
20% agree paying with cash
is inconvenient.
Personalisation needs
new ways to pay
3
Personalisation means
optimisation
4
Personalisation must
respect data
5
€
£$

6. 15
Flexibility and an adaptive strategy
Personalisation will creep into
consumers lives more and more
as we move through the later 10s
and towards 2025, impacting
many sectors and relationships.
Theimplicationsareonesthathavebeenemphasised
throughout this paper. We expect consumers to sit on
a sliding scale, somewhere between a Data Sharer and
a Data Hoarder.
The consumer will have some flexibility in how they
want to share data, depending on the situation.
It’s almost comparable to how and when we use
cash today. It’s fairly unique to the individual, and
not always predictable. Alongside this, the CMO
will need to be equally flexible in personalisation
strategy, forming plans for the Data Hoarder, Data
Sharer, and the many others which, with anxiety
about data sharing still high, and understanding
of data protection rights and obligations little
understood, fall somewhere in between.
There is much that brands can be doing to push
their consumer base to one end of the spectrum. We
suggest that personalisation, done right, is one of the
most powerful marketing strategies for this.
Personalisation,
done right, is one
of the most powerful
marketing strategies

7. 6
Top ten things to consider when developing a
personalised customer engagement strategy
The quantitative insights featured in this report are included with
the permission of Future Foundation.
Future Foundation is an independent, global trends consultancy with offices in London, Stockholm and New York.
Bringing to bear a wealth of proprietary consumer and market research in 28 global markets, Future Foundation helps clients
not only to understand the world they inhabit and will inhabit, but to thrive in it. At the centre of Future Foundation’s offering
is the subscription insights service, nVision – nvision.futurefoundation.net.
Prioritise1
Map the customer journey and identify pain points. Start small – only
tweak one or two features and grow from there. Prioritise the most
engaging strategies.
Business Case2
Ensure personalisation plans are aligned with company objectives.
Collaboration3
Make sure you bring a number of departments together when thinking
about this and set up a feedback loop to learn from experiences.
4 Plan and educate internally and externally
This will help build better trust and engagement.
Communicate the benefits of personal
data collection to the customer
Highlight what’s in it for them.
7
Consider different levels of opt in. Provide opportunity that allows
customers to show how much data they wish to share. Do you even need
to collect a name or could you assign them a number? This could remove
fear of data breaches.
On their terms
8
Identify and understand different types of customer and their behaviours.
Target to personas, not just to customers as a whole.
Respect the customer
9
It is the key to engagement. Make sure it’s relevant, timely, and on-going.
Content, Content, Content
10
Include a customer response mechanism to enable continued
learning and improvement.
Feedback
6 Be transparent about how data will be used
Reassure them that it will only be used for the purposes, by the parties,
and in the time-frames, specified.
5

8. www.ikano.co.uk
@ikano_UK
Ikano Bank is awesome with data,
but even better at relationships.
And that, ultimately, is what
turns customer loyalty into
a business’s success.
? Do you want to build a new loyalty or
customer engagement programme?
? Do you want to improve an existing one?
? Or, do you simply want to turn customer
data into actionable insight?
No matter what stage you are at with your customer
engagement we have the intelligent, intuitive insight to
help you achieve ROI and drive incremental revenue:
Wherever you are with customer
engagement, we have the
intelligent, intuitive insight to help
you achieve greater ROI and
drive incremental revenue.
For more information please contact:
Barry Smith
barry.smith@ikano.net
07551 671 825
0115 850 3644