Customer personalisation without big data

Post-pandemic, consumer behaviour continues to shift.


With increased online shopping, a renewed focus on ethical and responsible consumption and a greater awareness of how brands use personal data.


So with growing restrictions on digital tracking tools, how does small business continue to offer customer value through personalisation? 


The ever-changing landscape requires small business owners to be more thoughtful about how they engage with customers.


As a result, a solid understanding of the customer lifecycle is more important than ever.


In a simplified breakdown, the first stage is ‘awareness’, where the customer becomes aware of a brand and visits their website, or social media channels.


The second stage is ‘consideration’, where the customer evaluates the brand’s product, or service offering.


The next step is hopefully ‘purchase’, where it’s time to think about retention with re-engagement and advocacy strategies.


For small business, customer journey mapping and basic insight can still help you personalise your customer experience without the high end data tracking tools employed by the big brands.