In today’s fast-moving digital world, putting up a "10% off" sign just doesn’t hit the spot like it used to. Customers expect a more personalised and tailored experience—something that feels like it was made just for them.
When your promotions hit the right spot, they’ll start trusting your brand’s judgement and eventually, returning for more.
We’ve pulled together some of our favourite examples for creating personalised promotions, and spotlighting some big brands you all know and love. Let’s jump in and see how these strategies can help level up your digital marketing game.
1. Segmentation
What is it?
Segmentation is when you divide your audience into “smaller” groups based on things like behaviour, interests, or geographic locations. It can help make sure your promotions are targeted and relevant to each group, for example making sure to market summer clothes to the correct hemisphere in their correct season 😂
How Nike uses Segmentation:
Nike’s segmentation is on point. They tailor their marketing based on four key categories: geography, demographics, psychographics, and behaviour. When breaking down their geographic segmentation, they focus on sports popular in specific regions, like promoting cricket gear in India or basketball in the U.S.
On the demographic front, Nike does a great job breaking things down by gender, age, and income. They even adapt their pricing for different income groups, offering high-end products for premium buyers and more affordable options for those on a budget.
“It is very evident in Nike's marketing approach the intent to vary its product offering depending on its target customer and location. In the industry where Nike belongs, it is essential to study every marketing segment to cater to its customers' needs better.”1
2. Demographics
What is it?
Demographics group customers by characteristics like age, gender, and income, it helps brands tailor promotions to specific ‘profiles’.
How Spotify uses Demographics:
Spotify Wrapped nails the use of demographics in marketing. The viral success of Wrapped is largely due to its appeal to younger audiences, especially Gen Z and millennials. In fact, "around 42% of Gen Z users in the U.S. discovered new songs through social media and then searched for them on Spotify".2 Wrapped taps into these social instincts, making it easy for users to share their personalised music insights and feel part of a wider community, if you want to "tailor" your 2024 Wrapped get in quick, the tracking ends soon 😉
“For Spotify users, Wrapped is another way to share who they are and what they like with their friends and followers. For Spotify, it’s a viral marketing tool.”3
3. Omnichannel Engagement
What is it?
Omnichannel marketing is all about creating a consistent, personalised experience across every platform that a customer uses—whether it’s email, your website, social media, or even physical stores, all touch-points are included in this experience.
How Boots uses Onmichannel Engagement:
Boots UK’s omnichannel strategy is seriously impressive. They’ve linked their Advantage Card loyalty program across their app, website, and stores, meaning customers get personalised offers no matter where they shop. Boots blends physical and digital experiences, making it seamless for customers to move between browsing online, shopping in-store, and redeeming rewards.4
Their customer service teams even use real-time product data and recommendations to personalise interactions with customers in-store, based on what they’ve bought or browsed before. That’s seriously impressive, it feels so futuristic! 🤖
4. Dynamic Offers
What is it?
Dynamic offers adapt in real time based on customer behaviour, like past purchases or browsing habits. Nowadays these offers are often powered by AI and help ensure promotions are highly relevant and timely. It’s the kind of stuff we are coming to expect from marketing, for them to know what we want before we even know.
How Expedia uses Dynamic Offers:
Expedia uses AI and machine learning to analyse customer data, from browsing behaviour to past bookings, and then it uses its knowledge to personalise your recommendations accordingly.5 Say you’ve been searching for flights to Europe, Expedia might hit you with discounted hotel deals for Paris or Rome, and suddenly your trip planning is becoming a lot less daunting.
Their email marketing is also ahead of the curve. Expedia sends out targeted emails based on users' search histories or booked trips, showcasing limited-time offers and suggesting follow-up services like car rentals or tours. Sometimes an airport transfer is the last thing you think of, but the first thing you need, don't worry Expedia’s already sent you the options.
5. Ethical Data Collection
What is it?
Ethical data collection means gathering customer data responsibly, with transparency, and ensuring compliance with regulations like GDPR.
How Rituals reflects Ethical Data Collection:
Rituals, is a certified B Corp, and they take data privacy and transparency very seriously, reflecting the company's commitment to ethical business practices. As a brand that values sustainability and mindfulness, Rituals ensures that their data collection processes are transparent, consent-based, and limited to necessary information. They openly communicate how customer data is used, collected, and stored, aligning with GDPR and other privacy laws.
We want companies to know what we want before we know it, but we also want them to be honest about how they knew, and have consented to it beforehand!
“Based on the B Impact assessment, Rituals Cosmetics earned an overall score of 92.2. The median score for ordinary businesses who complete the assessment is currently 50.9.”6
6. UK Privacy Policy – GDPR
What is it?
The UK GDPR ensures businesses handle personal data responsibly, requiring explicit consent before using data for personalised promotions.
How HSBC does it:
As a major financial institution, HSBC ensures full compliance with GDPR. They’ve set up clear, easy-to-understand privacy policies, ensuring that customers know exactly how their data is being used. By being transparent and secure in their data practices, HSBC not only complies with the law but also builds confidence and trust with customers.
"Complying with GDPR not only protects customer privacy but also enhances customer confidence in the brand, which is vital for successful personalised marketing."7
Personalised promotions are the key to driving customer loyalty and business growth. By segmenting your audience, using dynamic offers, maintaining omnichannel consistency, and respecting customer privacy, you can create connections that resonate deeply and drive real results.
To find out how Uniqodo can help you create unique, secure, and effective promotional campaigns involving one or all of these techniques, book a demo with us today!
1. Nike Market Segmentation, Targeting and Positioning
2. The Soundtrack to Growth: A Spotify Marketing Case Study
3. Spotify Wrapped: What marketers can learn from the viral campaign
4. Boots: The Omnichannel Marketing Strategy Behind UK's Leading Pharmacy Retailer
5. What is Expedia Marketing Strategy for the Travel Industry
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