Consumers expect an individual approach and product recommendations that meet their needs. In the FMCG industry, global brands are already focusing on personalizing communication with recipients, thereby building a strong bond and engagement. When creating marketing campaigns based on delivering content tailored to a specific user, the company must remember many tools and modern technologies that help it get to know its consumers.
It is impossible to correctly personalize advertisements and product recommendations without gathering information about the person interested in purchasing. First and foremost, the company must ensure compliance with legal issues and GDPR on its website and across all forms of contact with the consumer. The Adobe 2024 report shows that as many as 91% of respondents want to be sure that the company uses their data in a responsible and safe manner. The consumer must have the option to indicate whether they consent to data collection in exchange for personalized content.
There are many tools for monitoring consumer behavior at various stages of the purchasing path. The FMCG industry is usually very active in offline sales, but this is not an obstacle to learning about the needs of its recipients. Some platforms offer a review of the consumer's timeline to analyze the subsequent steps they take.
Another way to collect information about user preferences is by creating surveys and forms with questions, where the consumer themselves expresses interest and indicates which content and product categories are most important to them. What's more, FMCG companies can offer users a dedicated application that will show the consumer's engagement and the items they most frequently buy and view.
Using personalized communication with consumers in the FMCG industry has many advantages. Some of them are important not only for the user but also for the company itself.
Thanks to personalization, the recipient feels that they are important to the company and that their needs are not overlooked. According to a report published in 2024, as many as 82% of surveyed consumers admitted that personalization drives brand choice. Without personalization, it is much harder to build a long-term relationship with the consumer. What's more, personalized promotions and discount coupons are always more popular than general offers addressed to everyone.
Personalization allows for recommending exactly the products that interest a given consumer. In this way, the company appreciates their choices and remembers to show similar content in the future. The recipient therefore has great trust and does not want to end cooperation with the company, and its goods are always their first choice.
Accurate analysis of products chosen by consumers can help the company tailor marketing campaigns to current trends. Such actions will build an advantage over the competition and encourage consumers to purchase the brand's products.
Personalization plays a large role for a company that always wants to be up-to-date and keep pace with current events. Even if it fails to catch all new trends, the information collected from consumers can provide valuable tips on which products will be popular.
Personalized marketing campaigns allow checking which content most attracts consumers and which is not very encouraging to them. The information obtained in this way will allow the company to improve products and advertising materials and introduce new goods to the market that may enjoy the greatest interest.
The company also has a chance to build its image and stand out from other companies by emphasizing the values that its consumers appreciate the most. More comfortable and lighter packaging or products that combine several different features are just some examples of the goods consumers are looking for, which may only emerge when creating personalized offers tailored to the recipient.
The FMCG industry can use personalization in many marketing activities. It is important to organize consumer data and use segmentation to more easily tailor content to the recipient.
Thanks to personalization, the user can see recommendations for various products based on their previous preferences and interests. Some systems offer the addition of dynamic content, for example to email messages, which results in changes to certain elements depending on the consumer.
Personalization is therefore a good solution in the FMCG sector, where the company has at least several types of products, and sometimes even offers different categories, and not every consumer will necessarily be interested only in the advertisement for one of them.
A company that has physical stores in different locations should inform consumers about what awaits them in the store closest to their place of residence. The FMCG sector is largely present in physical outlets, which do not always have uniform prices or promotions. Notifications sent to all consumers are then not justified, so personalization and geolocation are particularly important for such actions.
Modern technologies allow for the creation of automatic marketing campaigns that will be sent only to a specific group of people. What's more, the company can specify the amenities in its physical stores (such as children's play areas) and send messages only to consumers who are looking for these amenities.
A consumer is much more willing to shop when they receive a personalized message with a discount coupon. An FMCG company can plan to send a unique discount code on the user's birthday or when they sign up for a loyalty program. In this way, the consumer feels appreciated, and their loyalty increases.
Offering personalized discount coupons is also a good way to re-engage a consumer who has recently stopped making purchases for some reason, or whose average basket value is very low.
