[View the Full Series👀]

① Why do we anticipate ‘our own records’ at year's end? 

② How to build a brand that knows you better than you know yourself (→ We are here now!)

In Part 1, we explored the fundamental reasons why consumers are enthusiastic about year-end recap content, along with the background behind the rise of personalized marketing. Notably, advancements in AI technology have further accelerated this trend.

Now, we examine how to transform this trend toward personalization from a one-time event into long-term loyalty. We present key insights for delivering tailored marketing based on strategies that read customers' subtle preferences and intentions ‘right at this moment’.

🚨Haven't checked out the first insight yet? [Go to Part 1]

🌈 The key is to make customers feel, “Is this a special story just for me?”—that is, to deliver a powerful personalized experience.

Simply inserting variables like a customer's name is no longer considered true personalization today. Customers only pay attention to contextual messages that precisely match their real-time situation and needs.

For example, if a customer repeatedly views the same trench coat multiple times over several days on a fashion e-commerce site, adding it to their cart and then removing it, the brand can send a message that precisely addresses their current hesitation: "The trench coat you've been considering these past few days is the most popular item this season among customers like you. We'll give you a 15% coupon for loyal customers, valid until midnight tonight."

The same applies to food e-commerce. For customers repeatedly purchasing low-sugar snacks, chicken breast, and salad kits, the brand can tailor suggestions to their goals like diet and health management: “We recommend this one-week low-sugar, high-protein meal plan set, curated exclusively with items you frequently choose.” This experience makes customers perceive the brand as a ‘partner who understands and walks alongside my goals,’ naturally leading to repeat purchases and loyalty.

World-renowned marketing scholar Philip Kotler defined customer loyalty as follows: “Customer loyalty is not measured or built solely by the act of repeatedly purchasing a product; it is determined by the genuine satisfaction and positive experiences underlying that behavior.”

Deep loyalty to a brand is only truly achieved when customers form a deep emotional bond with the company. Companies must clearly understand what consumers prefer and, ultimately, why they chose our brand. Reading customers' subtle tastes and preferences, and providing tailored marketing based on this insight, is the starting point for building long-term partnerships with customers.

(Source=PLATEER, Image provided by=Clipart Korea)

🌈 Unlike year-end summaries, groobee reads customer intent in real time, ‘right this moment’.

The leading solution practically implementing this marketing flow in Korea's AI MarTech market is PLATEER's AI-based personalized marketing solution, ‘groobee’. groobee analyzes customer behavior data using real-time big data processing and an AI engine powered by machine learning and deep learning, automating the entire process from targeting and recommendations to performance analysis.

Where Spotify's Wrapped aggregates a year's data to show ‘results,’ groobee reads customer intent in real-time, 'right at this moment.' It intervenes not a year later, but at the very decisive moment when a customer is contemplating a purchase, swaying their decision.

Specifically, groobee's AI-based preference analysis segment, powered by generative AI technology, reads the preferences and core purchase motivations hidden behind customer behavior. This technology quantifies complex consumer patterns, enabling marketers to develop more sophisticated targeting and strategies.

The preference analysis segment groups customers with similar interests based on product data they viewed, clicked, or searched for over a month. Marketers can easily grasp each segment's preferences and favored products, allowing them to finely tune campaign messages, recommended product lists, coupons, and more.

Furthermore, leveraging this enables marketing that blends emotional elements and data at every touchpoint of the customer journey. By analyzing customer data, you can categorize groups such as ‘those who prefer high-end women's outerwear’ or ‘customers showing deep interest in sportswear,’ then create perfectly aligned themed campaigns or customized recommendation content.

Moreover, this feature continuously analyzes the latest 31 days of data to monitor and reflect customers' evolving preferences. These processes drive customer satisfaction with the brand, form strong bonds, and lay the foundation for creating long-term customer retention.

groobee Taste Analysis Segment Example (Source=PLATEER)

The core message revealed by year-end recap content is clear: the moment customers discover ‘themselves’ through their own data, the brand is finally etched into their memory. Personalized experiences are no longer just a technical add-on; they have become the brand's core competitive advantage itself.

As year-end recap content continues to gain significant popularity, customers are now actively choosing brands that ‘truly understand me,’ reflecting this trend.

If you want to create a brand that understands me, start with groobee!

🚀 Get to Know groobee [Quick Link]

※ Source

AI Segmentation Meets the Customer Journey, Part 3: Preference Analysis Segmentation [Click]

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