The Power of Customer Perceptions: Learning from Perfora’s Growth

Hey Reader,

Why do specific colors or shapes stand out? It’s because visual cues affect how we perceive things. A mention of ‘ripe tomato’ would invoke a deep red image in our minds. Visual cues impact customer perceptions and, more importantly, their buying decisions.

Look at this image below and tell me which circle appears bigger.

While the circle on the right might seem bigger, in reality, they’re both equal in size.

The takeaway
Customer perception can be changed if the correct context is presented.
Let me tell you an insightful story about how Perfora is disrupting an industry led by legacy brands.

Creating a perception
Perfora positions itself to “elevate the oral care experience for customers.”

Putting it into practice
This unique positioning sets them apart, and how they incorporate it into their marketing strategy hits the nail on the head.

Strategy #1 – Educate customers
Education gives you a segway to change existing customer perception, and Perfora did it by talking to its customers about dental goals. Beyond the generic ‘science-backed’ approach, the product pages define not just the product but also its relevance.

Conclusion: Don’t just sell, inform and educate

Strategy #2 – Chase habit forming
Nothing works better than creating a loop; for this the brand leveraged a quiz to build a personalized regime for its customers. This approach works to:

1. Get necessary user information

2.Maximize product discovery (by suggesting a regime of products to be used)

Conclusion: Show an elevated approach/ solve a concern to build trust

Strategy #3 – Personalization
More than just a buzzword, the key to making personalization work is laying a string data foundation.

Perfora created a 360° unified user view and leveraged data from multiple sources to achieve this, including the website survey, to target granular dynamic segments with hyper-personalized campaigns.

Combined with the power of journeys, they could communicate at each step in a customer’s buying journey with personalized messages. Here’s an example:

Conclusion: Targeted and personalized communication boost revenue; in this case, Perfora was able to achieve over 13% cart abandonment recovery rate through their personalization strategy.

Read more about it here.

Which strategy would you incorporate into your marketing mix? I’d love to hear about it.

Resourceful

Don’t miss out on our upcoming webinar that will focus on everything you need to know about website personalization for Travel and Hospitality brands. Register here .

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Happy Engaging!

Tanya Chhateja
Product Marketing Manager