Brisqq Blog ‘That Personal Touch’: Personalising the Brand Experience

The vast disconnect between the consumer and the conglomerate retail brand has come to a head. The impact of globalisation on the retail industry has left customers yearning for experiences that feel unique and personalised. To walk into a Zara store anywhere in the world and see exactly the same stock, the same layout, the same design feels utterly uninspiring. The one-size-fits-all approach in retail has had its day and customers are increasingly drawn to retailers that offer experiences and products that are a refreshing tonic to mass-produced fashion. ‘Personalisation’ is the latest buzzword dominating conversation in the industry and the data supports the significance it plays in consumer’s purchasing decisions. Research from the Boston Consulting Group suggests that brands who craft personalised customer experiences are increasing their revenue by 6-10% - two to three times faster than brands that don’t.