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The power of personalisation in improving in-store engagement

January 16, 2018 / David Buckingham

Do you remember Coca Cola’s ‘Share a Coke’ campaign a few years ago? It featured personalised labels, so you could buy a bottle which – literally – had your name on it.  It was a massive success – even helping boost sales in the US for the first time in over a decade. Heinz went down a similar route with its personalised ketchup labels service and its Get Well Soon campaign, enabling participants to send specially adapted soup cans to named recipients. Although these were early and relatively unsophisticated examples of personalisation, they were highly rewarding for both brands. Now, true personalisation is mooted by many as the next big thing in retail.