Swooning For Personalisation
By definition, personalisation is the ‘action of designing or producing something to meet someone’s individual requirements’. However, in this age of marketing and selling, I believe that personalisation can also be referred to as any part of a product or service that makes an individual feel specially catered to.
As Steve Jobs said, “People don’t know what they want until you show it to them”. I think the concept of personalisation follows a similar thread.
Consumers today are showered with so many options for every product type, that every minute differentiating detail counts. And with this pattern, giving a customer something that makes them feel seen and valued goes a long way.
As many as 71% of consumers are known to feel frustrated upon undergoing an impersonal shopping experience, and 91% are more likely to make purchases from brands that provide recommendations and offers that pertain to them.
Hard seltzer brand High Noon is progressively incorporating a customised feel to their communication with the company’s target audience, and the content they’re presenting is making it seem like a breezy job.
Given that the latest cohort hopping onto the hard seltzer bandwagon is young and just over the legal age for alcohol consumption, High Noon welcomes its website visitors with a quirky ‘pop quiz’ to ask one’s age, ensuring that only legal consumers are engaging with them. Once you’re in, the website proudly wears a ‘100 calories, no added sugar’ badge, appeasing the increasing volume of health-conscious, keto, CrossFit life lovers.
The website also features a ‘Happy Hour’ section offering free downloads of multiple High Noon themed backgrounds for digital spaces such as Zoom calls, keeping up with current affairs and staying extremely relevant while boosting brand recall all at once.
The seltzer brand extends this special touch through its Instagram profile as well, attracting young millennials and Gen Z drinkers with a yearning for summer and surf season. They launched a Pool Pack with flavours suggested by consumers, have been wishing sunshine on their consumers on the coldest days, and even called out March for not living upto everyones’ expectations.
All in all, I think High Noon has been doing a commendable job at connecting with their audience and making them feel personally targeted. The concept of tailoring experiences to individuals is here to stay, and is truly the default standard for engagement in this age. So let’s raise a seltzer, to each custom-fit experience out there!
