Brands That Have Mastered Personalization in Marketing

Personalization in marketing is everything. Whether you’re a small but mighty firm or a fully stacked team, doing personalizing at scale is totally achievable.  Customers don’t just want relevant experiences; they demand them. The brands that do it well aren’t just making sales; they’re building relationships, trust, and long-term loyalty.

So, how do the biggest players pull it off? They harness the power of data, AI, and deep customer insights to create hyper-personalized experiences at scale.

Let’s take a look at some of these leading companies using advanced technologies and data analytics to deliver highly personalized experiences.  

Brands that ace personalization in marketing

These nine brands have cracked the code, proving that personalization in marketing is not only possible but essential:

1. Amazon 

Love it or hate it, Amazon’s recommendation engine is a trademark of personalization.  

Have you ever logged into your account and browsed just your home page? It’s likely a smorgasbord of products you might be interested in.  

Amazon offers tailored product suggestions by analyzing customers’ browsing and purchase history. This significantly enhances the shopping experience by showing customers products they didn’t know they either wanted or needed.  

2. Netflix 

It can’t offer you a bimonthly shipment of toilet paper, but Netflix can certainly suggest a show that’ll cure your Bridgerton hangover.  

The streaming platform uses sophisticated algorithms to recommend shows and movies based on users’ viewing habits, ratings, and preferences. This level of personalization ensures that subscribers find content they enjoy, keeping them engaged and reducing churn rates. 

Netflix’s recommendation engine is powered by machine learning and big data analytics. It constantly refines its suggestions as it gathers more information about what viewers watch when they watch it and how they interact with the content. This not only keeps viewers hooked but also gives Netflix a competitive edge in the crowded streaming market.  

3. Spotify 

Spotify seems to intimately understand its users so well that it’s borderline creepy. 

How does it know we exclusively want to hear Olivia Rodrigo at 9 a.m. on a Thursday?! Spotify’s Discover Weekly, DJ, Daily Mix, and Daylist playlists are prime examples of personalized streaming. And who could forget about the Wrapped statistics at the end of the year?  

Spotify is able to curate the perfect music recommendations for listeners by using advanced machine-learning algorithms and extensive user data. 

Through constant tracking of listening habits — like which songs you skip, how long you listen to specific tracks, and even the time of day you listen — Spotify’s algorithms can predict what you might want to hear next. This level of personalization enhances the user experience, making the platform feel almost intuitive.  

4. Nike 

Want a fitness partner but not a real-life one?  

People enrolled in Nike’s membership program receive customized workout plans, product recommendations, and early access to new releases based on their activity and preferences. Nike tailors these offerings to align with individual user goals, whether they’re training for a marathon or just staying active. 

This personalization strategy helps build a strong, loyal customer base by making each interaction with the brand feel relevant and valuable. Beyond just selling products, Nike positions itself as a partner in the customer’s fitness journey.  

5. Starbucks 

We love a company that knows our coffee order.  

Starbucks uses its mobile app to deliver personalized offers and product recommendations by analyzing purchase history and preferences. Beyond just boosting sales, this creates a more personalized and convenient experience.  

The app’s integration with the Starbucks Rewards program doubles down on the customer experience, as customers can earn points for their purchases and receive custom-tailored rewards, incentivizing repeat visits. 

6. Sephora 

Give us allll the insider deals.  

Sephora’s Beauty Insider program provides personalized product recommendations and beauty tips based on customer profiles and purchase behavior. This level of personalization goes beyond just recommending products — it includes customized content like how-to tutorials, skincare routines, and early access to new product launches that align with the customer’s interests. 

The program’s success is evident in how it drives in-store and online traffic since customers are more likely to return when they know they’ll receive tailored advice and exclusive perks. 

7. Coca-Cola 

Personalization can shine in one-time approaches, too.  

Coca-Cola’s “Share a Coke” campaign was a simple yet powerful form of personalization that encouraged people to seek out bottles with their own names or those of friends and family, turning the act of purchasing a Coke into a fun and social experience.  

The campaign also spurred user-generated content when consumers shared photos of their personalized bottles on social media, further amplifying its reach and impact. 

8. McDonald’s 

The McDonald’s app is bangin’.  

Its ability to provide location-based offers ensures that customers receive promotions that are specific to their local restaurants. Additionally, McDonald’s analyzes past orders and preferences to suggest menu items that align with each customer’s tastes. 

This personalized approach is part of McDonald’s broader digital transformation strategy, which aims to seamlessly integrate technology into the customer experience. By doing so, McDonald’s not only increases customer engagement but also gathers valuable data that can be used to refine its offerings and marketing strategies further.  

9. Cadbury 

Those Cadbury eggs just hit differently.  

And if you’ve made a purchase or two of them in the past, Cadbury knows it and might come after you with more.  

The company uses data-driven marketing to create personalized video ads that address individual customer preferences. It can also analyze social media data and user interactions to tailor its marketing efforts to resonate more deeply with its audience.  

Yeah, we’ll take one more of those eggs, please. 

Cut to the chase

These brands might have access to the most sophisticated tools available to analyze customer data. Still, the bottom line is that personalization in marketing matters … and you can achieve it for your own customer base! All you really need is a deep understanding of your audience and a strategic approach to leveraging the data you have. 

Start by gathering as much relevant information as possible about your customers. This could include demographic data, purchase history, and interaction patterns. Use this information to segment your audience into meaningful groups based on shared characteristics or behaviors. Even without advanced tools, you can begin by tailoring your messaging, offers, and content to these segments.