Propel growth & value

Dynamically curating experiences to each individual and context in a seamless manner across channels

Get personal

Experience is the new brand, and that includes connecting around the needs of the customers. To succeed in this new world of marketing you have to understand both what they want and why.

Today’s personalization capabilities fulfill that promise by dynamically and uniquely tailoring experiences to each individual and context in a seamless manner across channels, thereby propelling both growth and value. Accenture believes the ultimate goal of personalization is to use data to make it easier for customers to find and consume what they want, how and when they want it, based not only on the WHAT of past purchase or browsing, but by understanding the WHY behind their preferences. Accenture Interactive refers to this as the Accenture Genome.

Learn more about our services below, and explore how Accenture's personalization research and insights, combined with our unique tools, assets and enablers, can help your organization leverage personalization to drive sustained business value.

Meliá Hotels International: Traveler Connect - Accenture Interactive

Accenture Interactive is helping Meliá Hotels International use the history and behaviors of each individual customer to map out their unique digital DNA, gaining a better understanding of their needs. And also target new customers with matching profiles.

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"With Accenture's help, direct sales increased 27 percent in the first year of implementation and are expected to grow on a 30 percent basis over the next three years."

— JOSÉ MARÍA DALMAU, Vice President of Global Sales and Marketing at Meliá Hotels International

Making it personal: Consumer pulse check

Eager to learn more following the 2016 Personalization Pulse Check report, Accenture Interactive again surveyed even more consumers across more countries in North America and Europe to further identify consumer expectations in the age of hyper-personalization.

The 2018 findings revealed that consumer expectations are outpacing brands' efforts to be personal. With an endless number of choices, consumers are overwhelmed by the "burden of choice" and are more likely to make poor decisions, be less satisfied and abandon the experience. Where do businesses go from here? They need to humanize the digital experience by moving from marketing communications to digital conversations.


The Accenture Genome

Putting the personal back in personalization.

The digitalization of everything has led to customers having an overwhelming number of choices in everything they do. When presented with too many choices, many customers are likely to make poor decisions, be less satisfied, and abandon a website or brand. When it comes to options, simplicity wins. Companies succeed when they cater to the individual customer and make it easier for them to consume what they want, how and when they want. Customers are far more likely to make a purchase when they are:

Recognized, remembered and receive relevant recommendations.

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