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DDF: Personalisation – the fifth 'P' of business fundamentals

Personalisation offers us the chance to have our cake and eat it, said Dan Rubel, group strategy and communications director at Shop Direct at the Drapers Digital Festival in London today.



“We can have a wealth of choice in the back end but then for the customer we can present a curated and tailored edit, depending on a customers’ preferences.”

Shop Direct believes personalisation is the fifth “P” in the well-established business and marketing edict of product, place, price and promotion.

“It is as important as the other four,” he said. “It is now not an option, it is a ‘must do’ in the digital world that we now live in.”

He underlined the importance of mobile, adding that mobile sales at Shop Direct increased from 9% of total sales to 68% in 2017.

“Mobile is good because it means we can talk to our customers in lots of ways but it can also be difficult because the screen is small and it can be hard to grab her attention,” he said.

“We call it the three-second audition where we have to give her a reason to shop. As retailers we have created a customer that is so demanding in terms of immediate gratification and relevance.”

He added: “We believe we have just skimmed the surface of the opportunity so far today with the full benefits of personalisation.”

Rubel said the retailer has been working on using personalisation for advertising, experimenting with promotions, as well as launching a text-enabled conversational user interface (CUI) app later this year.

“We’re working on a messenger-style app for both service and sales that is currently text-enabled but will eventually be voice-enabled,” he said.



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