Sophie runs a skincare brand that she started from her own kitchen, blending natural ingredients to create gentle, effective products. Over the years, her business has grown, reaching customers across the country, but she’s starting to feel a disconnect. She misses the early days when she knew each customer’s preferences personally and could offer advice tailored just for them. Now, with orders flowing in from all corners, it’s harder to know who her customers are, let alone what they need most.
One day, Sophie hears about using AI-driven insights for business growth. The idea intrigues her, not as a tech solution, but as a way to reconnect with her customers. Could AI help her get to know her customers as individuals again? She decides to explore it, thinking of AI as a tool for building stronger, personalised connections.
Uncovering the Power of AI for Personalisation
Sophie starts by using an AI-driven tool that helps her analyse her sales data, customer feedback, and browsing behaviour on her website. She’s curious but cautious, hoping to gain insights that feel human and real, not robotic or impersonal. As she reviews the first set of insights, she’s surprised at what she finds.
The AI reveals patterns she hadn’t noticed before. For instance, it shows that many of her customers tend to buy certain products seasonally. Her hydrating facial oils are popular in winter, while her lightweight serums fly off the shelves in summer. She realises she could personalise her approach by reaching out to her customers at just the right time, offering seasonal recommendations that align with their needs.
She also notices a segment of customers who often search for products without fragrance, a detail she hadn’t focused on much. Thanks to these AI insights, she decides to add a “fragrance-free” filter to her website and send a personalised email introducing these customers to her unscented range. For the first time in a while, Sophie feels like she’s connecting with her customers again.
Using AI to Tailor Her Marketing with a Human Touch
Now that Sophie has a clearer understanding of her customers’ preferences, she takes a step further by using the AI insights to adjust her marketing. She creates targeted email campaigns based on each customer’s past purchases and browsing habits. But rather than using cold, generic messaging, she keeps the tone warm and personal, reflecting the caring approach her brand is known for.
For instance, when winter approaches, she sends a message to customers who bought her hydrating facial oils in the past, suggesting they stock up for the colder months. She even includes a few tips on winter skincare, adding that extra personal touch. For her fragrance-free customers, she crafts emails highlighting her fragrance-free range, with a note about why some people prefer unscented products.
Sophie finds that these personalised messages resonate with her customers. She begins receiving replies, with customers thanking her for recommending exactly what they needed. Some share their skincare stories with her, turning a simple purchase into a relationship. It’s a reminder that her business is more than just a shop—it’s a trusted place where her customers feel understood.
Building Lasting Relationships Through AI-Driven Insights
With AI as her guide, Sophie feels like she’s rediscovering her brand’s purpose. Rather than chasing new customers constantly, she’s deepening the relationships she has. Her regular customers now receive messages that speak to them personally, and her customer satisfaction levels have grown as a result.
The AI also helps Sophie anticipate what her customers might need in the future. For instance, when it reveals that a group of her customers frequently browses her anti-ageing products but rarely buys, she creates a sample pack and sends it to them with a personal note, inviting them to try before committing. This gesture is a hit, bringing in several new sales and cementing her reputation as a brand that cares about its customers’ experience.
Why AI-Driven Insights Matter for Small Businesses
Sophie’s journey shows that AI doesn’t have to be complicated or impersonal. For small businesses, it’s about using AI-driven insights to listen to customers and understand what they value. By helping Sophie identify and respond to her customers’ preferences, AI has allowed her to bring back the personal connection she thought she’d lost. She no longer feels overwhelmed by the demands of a growing customer base. Instead, she’s able to offer each customer an experience that feels tailored just for them.
With AI-driven insights, small businesses can create a unique advantage—not by automating everything, but by understanding their customers in a way that feels genuine. Personalisation doesn’t have to mean complexity. Sometimes, it’s as simple as knowing what your customers need and showing them you care.
Want to use AI to create personalised growth strategies for your business? Mark A Preston, a seasoned Customer Growth Coach & Speaker, can guide you through using AI-driven insights to connect with your customers on a deeper level. Reach out to Mark today to explore how AI can help you offer a tailored experience that drives lasting customer loyalty and growth.
