Personalization
Personalization means tailoring a message or offer to one customer, based on who they are or what they have done. For a local business it can be as simple as using a name, remembering a usual order or sending a birthday greeting.
What personalization is
Large brands personalise with heavy data; a small business can do it with what a loyalty card already knows: the customer's name, their birthday, how often they come and when they last visited. Messages that use this feel written for one person rather than for a list. Rewardly message texts can include the customer's first name, and birthday and follow up messages go out based on each customer's own data and visits.
How it works for a café, salon or restaurant
- A café greets new card holders by name in its welcome message.
- A salon reminds a client about her usual treatment when the interval has passed.
- A restaurant sends a birthday message with the guest's name and a dessert on the house.
None of this needs more than what the loyalty card already records.
What to watch
Personal is not the same as intrusive: use what customers gave you, for the purpose they expect, and nothing that would surprise them. Check how a message reads when a field is empty, such as a customer who did not give a name.