Let’s get personal - why personalisation is the biggest consumer trend of 2018
Issued by hyh - Sep 11th 2018, 11:01
The world spins quicker with social media, technology and innovation escalating consumer needs, wants and expectations. The only constant that marketers have to work with is that their consumer is an individual and not just a mere number on a chart.
The degrees of separation between brand and consumer used to be multiple, now consumers are just a tweet away. This closeness has enabled a more personalised interaction, giving brands a personality with which consumers can interact with exactly how they would with an IRL (in real life) friend.
Internationally, marketers have been gearing towards delivering more personalised experiences in real time. According to Econsultancy's 2018 Digital Trends survey report, 36% of respondents interviewed in their survey cited personalisation as the marketing technology prospect they are most excited about over the next three years. Additionally, Econsultancy has also stated that “40% of consumers buy more from retailers who personalise the shopping experience”, making personalisation more important than ever before for brands who want to connect with their consumers.
The savvy consumer
As consumers become savvier, less committed to brands, and more committed to their own brand, making a real connection with them has become a very delicate matter. Consumers want to see that brands genuinely connect with them, and really understand them, aligning with their own personal belief system, tastes and communication styles.
Personalisation gives the consumer an opportunity to connect themselves with the brand in a way that they want to, rather than the brand trying to force a connection with them. The opportunity to interact and personalise with a brand is very powerful but the communication regarding the invitation is incredibly delicate, speaking to the consumer authentically as well as maintaining the spirit of the product, increasing the strength of the messaging as well as the interactivity of the personalisation.
The first prize for a brand is to see their consumer engaging with the product based solely on association with them. This is first prize but is not usually the main take out for a consumer. The things that will likely interest them is if the opportunity to personalise lives up to that exact word: Personalisation. This can be done by giving consumers a chance to interact with a product that not only looks great but also allows them to personalise themselves with the product in a way that best aligns with who they are. Ideally, the brand’s idea for personalisation should also live IRL as well as online.
The Drostdy Hof #CaptureYourMoments campaign, which launches in August, involves a simple online mechanic. It allows consumers to share their special moments by visiting the Drostdy Hof mobi site drostdyhof.com/captureyourmoments/, uploading their favourite moments from the photo library or by taking a photo on their mobile device, adding a filter and then downloading the photograph and sharing it on social media with Drostdy Hof and the world.
The shared content from the campaign is then brought to life as a select number of participants stand a chance to be featured on digital billboards and on the Drostdy Hof 3L limited edition packs, which will be available in 2019.
“It's an exciting time to be involved in smart, generous marketing, and personalisation is certainly a part of that. Drostdy Hof intends on being at the very cutting edge of consumer brand innovation,” says Frans Booysen, Marketing Manager of Accessible Wines at Distell.
To further facilitate the sharing of everyday experiences and to give fans a preview of what the limited edition packs could potentially look like, Drostdy Hof partnered with sociable, trendy influencers, including Nolitha Lindwa, Melody Molale and Yoliswa Mqoco to create their very own limited edition pack. “Drostdy Hof has reminded me why I, like so many other Drostdy Hof fans take photos and post them to social media - we want to capture the story of a special moment in time. I love that my favourite moments now live on my favourite product,” says Yoliswa Mqoco.
As the personalisation trend grows, brands can expect to grow closer to their consumers and reap huge benefits, if done correctly.
RSP: Between R100 and R130 per 3-litre box of Drostdy Hof wine.
Click here for more information on Drostdy Hof Wines
J.C. le Roux, the much-loved sparkling wine brand and South Africa’s first dedicated house of sparkling wines, has been awarded for the fourth time as the winner of the Ask Afrika Kasi Star Brand Champagne/Sparkling Wine category.
The historic Nederburg Auction launched in 1975, has entered an exciting new chapter by evolving into the Cape Fine & Rare Wine Auction which will be held in October this year.
Distell, Africa’s leading wines and spirits producer and marketer, is capitalising on its roots in premium and fine wine and is launching Libertas Vineyards and Estates as a new stand-alone company with ownership of all the premium wine brands.
Nederburg’s Heritage Heroes The Motorcycle Marvel 2016 has been announced the winner of the “best wine from South Africa” trophy at the 10th annual Cathay Pacific Hong Kong International Wine & Spirit Competition. It also earned a gold award.
Try these recipes
Warm up this winter while the sun's away with Place in the Sun Merlot. Its bright fresh berry tastes with a hint of oak respond deliciously to some traditional Glühwein spicing. Heart-warming to drink, the wine offers the added bonus of doing good for others.
While rugby gees at the stadium or pub is always exciting, sometimes the winter cold makes us want to curl up and stay indoors! Drostdy Hof invites you to make the most of the moment in your own home when South Africa takes on Ireland this June 11.
Fairtrade-accredited Place in the Sun wines are kind to the earth and to the people who harvest the grapes. To earn the certification, grapes have to be cultivated according to eco-friendly principles. Place in the Sun also pays a premium for the fruit. The money is used to support health, nutritional, educational and recreational projects decided on by the farm workers involved.
Red meat and red wine is a classic pairing for a reason! The tannins in reds bond with and soften the protein of the meat, bringing out its savoury flavours and juiciness.