The Essential Guide to Personalisation in the Wellness Industry The wellness industry is well and truly booming. In fact, consumers are spending more on wellness than ever. The industry now boasts a $1.5 trillion market globally. And is growing at a rate of 5% – 10% each year. And with so many consumers turning online to buy, take part in, and engage with wellness. Being part of the wellness industry has never been so easy. Unfortunately, this means competition and expectations are high. And with wellness trends seemingly changing on a weekly basis, there’s lots for any brand in the industry to keep up with. In this guide, we will take you through some of the common challenges that the wellness industry is facing, and how to solve them with personalisation. For the wellness industry, better starts here. Challenges With the wellness industry seeing an industry boom that shows no sign of slowing down, wellness brands are bound to come across new challenges. And before they can start to tackle them, it’s important they understand exactly what they are facing. Increasing competition The wellness industry is no longer dominated by big businesses. Instead, startups, independents, and influencers are all successfully making their way in the space. Turning it into a highly competitive industry to be part of. Naturally, this makes generating new customers, as well as retaining current ones, increasingly problematic. Wellness brands need to differentiate themselves to stand out from the crowd. Learning from their audience and directly addressing their specific wants and needs. Need for online presence Since the lockdown, wellness has been increasingly practised in the home. Meaning that an online presence is essential to get noticed. In such a competitive market, wellness brands need to determine the channels their audience are frequently using. And be present on all of them. And these channels are vast. Social media, video streaming sites, email, website, SMS. Wellness brands are increasingly dominating the online space, and those who don’t take part will quickly be left behind. Reputation management Wellness brands have had a bad rep in the past. Whilst also tackling the legacy of untrustworthy businesses and scams, wellness brands are also having to prove themselves as meeting modern-day consumer demands. Such as natural, clean, sustainable products and ethical business practices. Businesses may make efforts in the background to meet these demands, but reputation management is key to proving themselves to audiences. Else brands risk backlash from disgruntled consumers. Objectives To overcome these challenges, wellness brands need to take a fresh look at their objectives. Updating them for the new and ever-changing industry landscape Here are some of our suggestions. Improve data Data is key to tackling all of the above challenges. In a landscape where consumers’ needs are regularly changing and competition is rapidly increasing, data is key to understand audiences and support personalisation opportunities. To begin with, brands should consolidate their various data systems to ensure they are drawing data from one single source. This will enable them to capture higher quality data, such as demographic, behavioural, and purchasing data. And use it more effectively, Update value proposition Due to the drastic changes in people’s lives over the past 18 months, brands’ value propositions may have also changed. For instance, if you offered yoga classes at a studio, you may have had to pivot your business to offer online yoga classes. Or, if you sell health supplements, you may have moved away from plastic packaging. To stand out from the crowd, brands need to understand what their audience wants and desires, and showcase how their brand can meet these. Showcase social proof Part of improving your presence and proving your reputation is showcasing your happy customers. And this can be achieved with the help of social proof. Social proof can take the form of case studies, testimonials, and user-generated content via social media. You can use all of this content throughout your website and in your campaigns to show how happy your other customers are, and how they are using your products or services. This builds trust for new customers, and also triggers FOMO (fear of missing out), as they want to be part of your community too. Embrace new technology and channels We were already in a period of rapid technological change. But this has been accelerated due to the pandemic, with many individuals turning to technology to keep buying, socialising, and maintaining some kind of normality Wellness brands must embrace the latest tech trends and channels, else risk being left behind in the wake of digitally savvy startups and influencers. For some brands, this may mean merging online and offline channels to appeal to a wider range of audiences. Or even starting up an online presence completely from scratch. Email and web personalisation It is an exciting time for the wellness industry. There is rapid change, development, and increasing opportunities. Notably, wellness industries should be turning to technology to engage with their audiences and enhance their relevance. Which can all be achieved through the use of personalisation. Which is not as difficult as it might sound. Data insight By gaining more insight into their data, wellness brands can build a more holistic view of their audience. One that can be shared across the business, and utilised both online and offline. Combine data sources A great place to begin is by combining multiple data sources into one single, accessible place. This ensures that everyone in the business has access to the most up to date information. And in turn, can send the right message, to the right person, at the right time. Data analytics Once the data has been combined, wellness brands can start to dig into who their audience actually are. This will help them to identify their ideal customer, those who are likely to buy regularly, and customers who could become brand ambassadors. Brands can also utilise this information to automate personalised campaigns and product suggestions based on behaviour, preferences, and previous purchases. RFM modelling and reporting Once wellness brands have all of their data in one place, they can conduct RFM (recency, frequency, monetary) modelling and analysis. This analysis helps brands to identify different sets of customers, such as those that are spending the most and spending most frequently. It will also help to identify those customers who they may be about to lose, so they can win them back. Behavioural targeting With organised data, brands can conduct some seriously smart marketing. Wellness brands can now automate highly personalised, targeted communications which saves them time and resource. All whilst offering an industry-leading experience to their audience. Even better, behavioural targeting gets automation to do all of the hard work. Meaning that marketers can execute the right message, at the right time, to the right person. With little additional work. Form and basket abandonment Roughly 70% of website visitors abandon baskets, meaning wellness brands may be losing valuable sign-ups and purchases in the very early stages. Fortunately, wellness brands can implement an email abandonment series to win these potential customers back. As well as reminding the consumer of the item they didn’t purchase, brands can also use behavioural and purchase data to recommend similar products that they may be more interested in. Post-purchase follow-ups Once a purchase has been made, the hard work doesn’t stop there. Wellness brands should continue to communicate with their customers post-purchase, and at every stage of the buying journey. This could be in the form of a purchase confirmation, delivery updates, review requests, and even replenishment reminders. Subscription renewal reminders For many wellness brands, subscriptions will be key. Whether that’s a subscription to vitamins, food, or classes. But with ever-increasing competition and other tempting brands, it’s easy for subscription renewals to get forgotten. Fortunately, wellness brands can engage with the consumer before they go elsewhere, with the use of reminder emails. These are sent before the customer is due to renew their subscription, and includes all of the necessary and relevant information they require. In-stock notifications One of the main reasons that brands lose to competitors is that they don’t have the desired product in stock. So potential customers look elsewhere. Instead of losing engagement with these consumers, give them the option to sign up for in-stock notifications. These automated email communications are sent out once a specific product is back in stock. Encouraging the consumer to revisit your site and purchase. Dynamic content Dynamic content is key to achieving ultimate, real-time personalisation. It helps brands to incorporate highly tailored content, based on the individual website visitor. This could include personalised banners, real-time product recommendations, weather-related suggestions and updates, and location-based targeting. Product recommendations 80% of consumers like to receive product recommendation emails based on past purchases. But this tactic is also great to encourage shoppers to finally make their first purchase. With the use of consumers’ geographic, behavioural, and purchasing data, brands can use dynamic content to automatically populate emails and landing pages based on specific products, brands, and categories that each individual consumer will be most interested in. This could include alternative products, an add-on item, or upsell opportunities at the point of purchase. Pricing and availability Whether it be due to a sale or a surge in demand, the pricing and availability of products are constantly changing. Wellness brands can ensure their potential customers aren’t disappointed at the checkout by combining behavioural data with their data feeds to automate real-time pricing, offers, and availability for specific products. Not only is this information incredibly useful. But it also adds a sense of urgency if an item is selling out fast. https://www.sweatybetty.com Geotargeting Geotargeting is an innovative feature that many brands aren’t yet utilising It utilises location data alongside dynamic content to serve the most relevant marketing based on the recipient’s location. This could be promoting an offline store, or recommending products based on the weather or season, and even dynamically populating languages and currency. Social proof Dynamic content allows brands to pull through real-time social media posts, ratings, reviews, and user-generated content. All based on specific items the consumer is interested in. Social proof is great for showing off your happy customers. And, in turn, helps to build trust and a sense of brand community. Image Source – Whoop.com Are you a brand in the wellness industry? Significant changes in an industry can happen fast, and become overwhelming. But of course, if you don’t act on these changes, you risk being left behind. Fortunately, at Pure30 we have supported other brands in the wellness industry to utilise personalisation throughout all stages of the buying cycle. All via our all-in-one AI marketing platform, and industry-leading Customer Success Team. Get in touch today to find out more.