Roses are red, violets are blue: Valentine’s day personalization strategies for you

Edwin Halim

Jan 15, 2018

Edwin Halim

Jan 15, 2018

Table of Contents
  1. All you need to know to deliver lovable experiences this Valentine’s Day

  2. Chocolate with wine or a beautiful bouquet? Let AI help you

  3. Trust in the choices of fellow lovers

  4. Come away with me

  5. Geotargeting, Je t’aime!

  6. Prevent Breakups and Browse Abandonment

  7. Wrap Up

All you need to know to deliver lovable experiences this Valentine’s Day

It’s that time of the year again. Love is in the air. They’re always on your mind. They’re the reason you wake up every morning. You want to please them every day and, alas, you want them to remember you at every moment… We’re talking about your customers, of course. With annual consumer spending on Valentine’s Day expected to reach 19.2 billion, according to the Retail Advertising and Marketing Association, this day is not a joke for brands that wish to turn the first eCommerce peak of the year into a revenue booster.

While many people are thinking about what to do on this romantic date, let’s not forget singles who are already downloading dating apps. So get ready to create personalized Valentine’s Day experiences to send warm vibes to your visitors.

For our beloved digital marketers, we have gathered top 5 scenarios to help you win the hearts of your customers on this special day.

Chocolate with wine or a beautiful bouquet? Let AI help you

How much love to show and when to show it still haunts many people as Valentine’s Day approaches. So these can be hard times for choosing the right gift at the right moment. Imagine one of your forgetful customers who remember to buy a gift only four days before the special day. They might be stressing out a little and are probably indecisive about what to buy. As a marketer, your mission is to give your customers a friendly nudge to save their relationship.

Every visitor interested in Valentine’s Day is looking for gift ideas to woo their significant other. Providing them with intelligent recommendations that will meet their interests and needs will help them choose the perfect gift. Whether it’s one month or four days before the big date, you can help your customers decide what to buy.

With the help of predictive technologies, such as interest clustering, you can deliver relevant gift recommendations based on each visitor’s shopping patterns, browsing preferences and interests.

Insight: Deep AI and machine learning powered interest clustering algorithm predicts which of your visitors have matching interests and clusters them into groups based on their interests in various categories, allowing you to deliver hyper-personalized experiences.

Trust in the choices of fellow lovers

There is a great saying that if lots of people say something is good, then it must be good. Social proof becomes most powerful when people are uncertain about their choices. There are many who follow the wisdom of crowds as a reassurance to make purchases. It’s extremely likely that, while browsing online, seeing that a large group of people is viewing or have purchased a similar item, will make customers more confident in purchasing a product.

Especially for Valentine’s Day, your customers will most likely look at other customers’ opinions and choices to make the perfect purchase decision. Social proof is a great way of building fear of missing out, creating urgency and driving more conversions. By revealing customer reviews, ratings and commentary, brands can make customers feel appreciated, offering them transparency, thus speeding up the decision making process.

Insight: Social proof is a great way to show your mobile app & web customers evidence that their purchasing decision is the right one to make. At Insider we have developed the world’s 1st social proof technology for the mobile app.

Come away with me

Putting the emphasis on customer engagement especially for a day like Valentine’s Day is what makes your brand lovable. You can win your customers’ heart, mind, and loyalty with push notifications even when they are offline. Most of the time, Valentine’s Day is notoriously forgotten. It’s the perfect opportunity for you to save that relationship with an enticing web push notification.

Insight: Web push notifications can unleash your off-site conversion potential with the right message, at the right time.

Geotargeting, Je t’aime!

People do not say that Paris is the city of love for no reason. With so many romantic activities around, celebrating Valentine’s Day in the city of lights simply can’t go wrong. But everyone is different and has a different definition of a perfect Valentine’s Day.

That’s why romantic getaway offers need to be super relevant to your customers based on their interests, behavioral patterns, and locations. Especially if you’re an OTA, you better use location-based targeting to create standalone promotions.

Insight: Geotargeting technology can allow brands to deliver unparalleled customers experiences, understanding their basic needs and responding in real-time with a location-based intelligence.

Prevent Breakups and Browse Abandonment

Ok. As a digital marketer, you did everything you could, from cozy display ads to heart-shaped on-site messages, to win the hearts of anyone who might be looking for a gift. But, is that really enough?

Valentine’s Day is one of those days where anxious lovers visit many sites to find the perfect gift, then forget or not take action because of indecisiveness. According to Shopify and Baymard Institute’s collaborative research, browse abandonment rate on this date is especially high, averaging at 67.45% for retail. So, knowing which brands or retailers the giftee likes just isn’t enough, and the overwhelming choice available on many sites may backfire, resulting in browse abandonment.

Winning back your lost customers is the key to success in Valentine’s Day. Take one step further, preventing browse abandonment, with email re-engagement campaigns, personalizing subject lines and your message with items your customer had been browsing, showed interest in or already included in their basket.

Insight: You can target your customers with personalized browse abandonment e-mails including items they showed interest in to bring them back to your site and drive conversions.

Wrap Up

We hope these cupid worthy best practices inspires you to create personalized experiences specifically designed for Valentine’s Day for your customers.

Happy Valentine’s.

Edwin is oversees Insider's customer success team in Indonesia and the Philippines. He has 6+ years of experience in digital marketing, with a special focus on multichannel CRM strategy, growth hacking, and A/B testing. Before Insider, Edwin was a technology consultant at Accenture and co-founded his own Digital Agency.