What comes to mind when you hear the word "personalisation"?
In the business world, it's often associated with e-commerce, online shopping, entertainment, and communication.
Think about Netflix's "Recommended for You," Uber's "Recently Viewed," Amazon's "Customers Who Bought This Also Bought," Airbnb's "Homes You Might Like," YouTube's "Recommended Videos," and LinkedIn's "Jobs You May Be Interested In."
These examples all rely on gathering, storing, and organising vast amounts of data to develop patterns and provide tailored results.
The rise of email marketing, social media, and online shops has made it easy for brands to interact with people instantly and at scale.
To a large extent, this type of personalisation is based on assumptions and generalisations, leading to narrower groupings.
Despite the advanced technology behind these algorithms, a crucial question remains:
How do we maintain a human touch in a digital world?
The Human Element in Personalisation
Many companies have realised that live events and in-person interactions create a more active and human experience.
For example, if you walk into Myer and find yourself at the beauty and makeup level, you might sit down for a personalised makeup touch-up or be offered a sample of perfume or cologne.
Makeup stores often host events where you can leave with a goodie bag full of samples.
However, the products in those goodie bags are often chosen with the hope that everyone will be satisfied, a one-size-fits-all approach through a process called 'segmentation' that helps organisations tailor their offerings.
These efforts aim to provide a personalised experience at scale.
True Personalisation
In essence, personalisation transforms the mass experience into an individualised one. It's about tailoring experiences to suit the individual rather than treating everyone the same.
When businesses make their customers feel valued and understood, rather than just another face in the crowd, the impact is significant.
Research shows that 76% of consumers are more likely to purchase from brands that offer personalisation, and 60% become repeat customers after a personalised shopping experience.
The value of personalisation is clear.
Where Personalisation and Customisation Meet
Imagine if you could choose an item or two for your goodie bag? This way, the business can offer you a personalised experience while you, as the customer, get to customise that experience. Additionally, organisers can save on quantity by only providing what people truly want.
Taking it a step further, think about picking a makeup accessory you really like or receiving an item like a pen or notebook personalised with your name or a message you've chosen.
Imagine this personalisation done with beautiful penmanship, whether with a calligraphy pen, engraved, hand-foiled, or illustrated by hand.
The result is something truly unique, not mass-produced or machine-made. Such an item would be treasured as a memorable keepsake, something you'd show off to your friends and rave about the business from which you received it.
The Kimlligraphy Experience
At Kimlligraphy, we specialise in this type of personal touch.
When guests approach our personalisation area, they have an interactive experience with our artists. Our artists get to know a little bit about them, and we empathise with their needs and preferences, for example, a message or name they would like engraved.
Most of the companies we work with are already well-versed in their audience's diverse range of 'personas' (a template of needs, goals, pain points) which assists in seamlessly putting campaigns or activations together, bringing both personalisation and customisation processes to life.
We aim to be the premier destination for live and in-studio personalisation services in Australia, offering something truly unique and unforgettable.
In a world where digital interactions often dominate, the human touch remains invaluable.
Personalisation, when done right, goes beyond algorithms and data points; it's about understanding individuals on a deeper level and tailoring experiences to meet their unique needs and desires.
Whether it's a handcrafted card, a carefully selected gift, or a customised service, the impact of true personalisation is profound.
At Kimlligraphy, we're committed to bringing this personalised touch to every interaction, bridging the gap between tradition and modernity to create memorable experiences that resonate with each individual and drive better outcomes for brands.
Interested in partnering with us?
Let's elevate your next event or gifting.
Creative-driven. Results-focused.
Australia and New Zealand-wide team.
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