Maximizing Festive Season Sales with CleverTap’s Personalization Schema

Personalization is no longer optional—it’s essential. Discover how CleverTap’s Personalization Schema empowers you to tailor varying levels of personalization for the right use cases, maximizing customer engagement this holiday season.

According to a McKinsey report, a staggering 71% of customers expect personalized interactions from e-commerce businesses, and 76% feel frustrated when those expectations aren’t met. This demand for personalized experiences is reshaping how e-commerce, D2C, and e-retail brands engage with their customers.

During the holiday season, the need for personalization in marketing becomes even more crucial. It’s widely believed that, to increase engagement, brands should focus on creating hyper-personalized communication rather than relying on mass-blast messaging. The reality, however, is that it’s not just about hyper-personalized experiences; it’s about using varying levels of personalization for the right use cases. 

In this blog, let’s explore how, with CleverTap’s Personalization Schema, designed by CleverTap’s data scientists, you can create the perfect mix of personalization during the holiday season, when customer engagement is at its peak.

The Different Levels of Personalization: A Strategy for Peak Engagement

Crafting compelling and personalized communication during the festive season is essential for engaging customers across different phases of online sales. To boost customer engagement, brands must move beyond generic, mass messaging. The key is to prioritize hyper-personalized communication that resonates with individual customers instead of relying on one-size-fits-all campaigns. Explore how to optimize massive online sales (OMOS) events with personalized communication. Read the blog now!

However, it’s important to understand that personalization isn’t a one-dimensional approach—it’s about applying different levels of personalization tailored to specific use cases.

One powerful way to achieve this is by leveraging CleverTap’s Personalization Schema.

Developed by CleverTap’s data scientists, this framework helps brands combine various personalization strategies effectively, especially during peak customer engagement periods like the festive season. By fine-tuning your approach and personalizing content based on real-time customer data, you can ensure your messaging feels relevant, timely, and unique to each individual.

The Four Levels of Personalization: Tailoring Your Strategy for Festive Sales

When it comes to festive sales, personalization is key to standing out in a crowded marketplace. To effectively engage customers during this peak shopping season, we’ve identified four distinct levels of personalization. Check out our blog on using CDPs to enhance personalization!

Each level of personalization offers unique strategies to enhance customer experiences and drive conversions, making sure your messaging resonates with shoppers at every stage of their journey.

Level 1 (L1): Personalization based on demographic data like age, gender, geography, etc.

At the most basic level, personalization involves using demographic data—such as age, gender, and geography—to inform your marketing efforts. While this type of messaging reaches broad customer segments, it’s essential to use it strategically.

Relevant Use Cases:

• Sale Announcements: Notify all customers when the festive sale begins, ensuring maximum awareness across your audience.
• General Promotional Offers: Share festive discounts and offers that are relevant to larger customer segments based on demographic characteristics.
• Wide-Reaching Content: Distribute general content like shopping guides or top holiday picks that appeal to a wide range of customers.

Level 2 (L2): Personalization based on behavioral segmentation like past customer actions and events

Building on L1, Level 2 personalization digs deeper into customer behavior. By analyzing past actions and events—such as previous purchases, browsing habits, or cart abandonment—brands can deliver targeted messaging that speaks directly to individual behaviors.

Relevant Use Cases:

• Personalized Recommendations: Suggest products based on a customer’s browsing history or past purchases, such as festive items they’ve shown interest in.
• Targeted Marketing Campaigns: Send emails or ads to customers exhibiting specific behaviors, like abandoned carts or frequent purchases, with offers tailored to the festive season.
• Re-Engagement Campaigns: Reach out to inactive customers with tailored incentives or reminders that highlight ongoing festive sales or discounts.

Level 3 (L3): Personalization based on psychographic and intent segmentation

Level 3 takes personalization a step further by considering a customer’s psychographics—interests, values, and lifestyle—and their purchase intent. This allows brands to predict what customers might want during the holiday season, offering products and content that align with their preferences.

Relevant Use Cases:

• Predictive Recommendations: Suggest products that align with a customer’s likely interests, such as promoting festive decor to those interested in home improvement.
• Segment-Specific Offers: Create offers tailored to customer profiles, such as special deals for gift-givers or those seeking last-minute incentives to convert.
• Customized Content Experience: Craft content experiences that resonate with specific customer segments, like personalized fashion collections or tech gifts for gadget enthusiasts.

Level 4 (L4): Personalization based on real-time events, behaviors, etc.

At the most advanced level, real-time personalization responds to customer behavior as it happens. This involves sending instant messages triggered by specific events or actions, providing an immediate, personalized experience.

Relevant Use Cases:

• Real-Time Behavior Triggers: Send notifications or offers triggered by customer actions, such as prolonged browsing of festive deals or frequent visits to holiday gift sections.
• Event-Driven Campaigns: Launch promotions that are aligned with special events or upcoming holidays, making the most of timely opportunities.
• Urgency Messaging: Use scarcity tactics, such as informing customers about trending or limited-stock items, to prompt quick purchasing decisions.

By applying these four levels of personalization, businesses can create a dynamic, engaging experience for customers, especially during the festive season. From reaching customers with mass messages at L1, to crafting real-time, behavior-driven interactions at L4, each level plays a crucial role in enhancing engagement and boosting conversions.

Data consistently shows that conversion rates increase significantly when brands move beyond basic personalization (L1) and integrate more advanced levels (L2, L3, and L4). By gradually layering these personalization strategies, businesses can keep customers engaged throughout the festive season, driving sales and creating memorable experiences that build loyalty long after the holidays.

Discover how the right personalization mix can transform your business.

Download our e-book, Crafting Personalized Moments, today!

Conclusion

Along with effective segmentation and standard personalization techniques, knowing how and when to move customers across the four levels of personalisation, is pivotal for enhancing customer experiences and driving revenue growth in the e-commerce, D2C, and e-retail sectors. By leveraging the above Schema, businesses can truly create highly tailored interactions which their customers actually look forward to and add value to their use. We encourage you to create a strategy to level up your customers. 

Learn more from our e-book: Crafting Personalized Moments.