PERSONALISED OFFERS IN DIRECT MARKETING: IMPACT ON SALES AND LOYALTY

Аннотация

In this article, we consider the role of personalized offers in direct marketing and their impact on consumer behavior. We analyze modern approaches to personalization based on data and artificial intelligence, as well as their effectiveness in increasing sales and building customer loyalty. We provide examples of successful personalization strategies used in email marketing, SMS mailings, push notifications, and targeted advertising. Particular attention is paid to the impact of personalized offers on consumer engagement, their trust in the brand, and long-term relationships with thecompany. Key words: personalization, direct marketing, customer loyalty, sales, targeted advertising, email marketing, artificial intelligence, consumer behavior, personalized offers, digital marketing. Аннотация: В статье мы рассматриваем роль персонализированных предложений в прямом маркетинге и их влияние на потребительское поведение. Анализируются современные подходы к персонализации, основанные на данных и искусственном интеллекте, а также их эффективность в повышении продаж и формировании лояльности клиентов. Приведены примеры успешных стратегий персонализации, используемых в email-маркетинге, SMS-рассылках, push-уведомлениях и таргетированной рекламе. Отдельное внимание уделяется влиянию персонализированных предложений на вовлеченность потребителей, их доверие к бренду и долгосрочные взаимоотношения с компанией. Ключевые слова:персонализация, прямой маркетинг, лояльность клиентов, продажи, таргетированная реклама, email-маркетинг, искусственный интеллект, потребительское поведение,персонализированныепредложения,цифровой маркетинг. Introduction. In the conditions of high competition and oversaturation of advertising messages, companies are faced with the need for more targeted interaction with consumers. Traditional mass marketing campaigns are gradually losing their effectiveness, giving way to personalized offers focused onindividual needs and preferences of customers. Personalization in direct marketing is a strategy based on the analysis of data on the behavior, interests and purchase history of consumers. Using modern technologies such as artificial intelligence, machine learning and CRM systems, companies can create personalized offers, increasing their relevance foreach customer. Research shows that personalized offers have a positive effect not only on sales growth, but also on customer loyalty. When consumers receive individual recommendations, they feel page422 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue04,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai that their needs are being addressed, which contributes to the formation of long-term relationships withthe brand. Main part. Personalized offers are customized marketing messages based on customer data analysis. They may include product recommendations, special discounts, personalized promotional codes, and customized offers based on purchase history, user behavior on a website, orin a mobileapp. Direct marketing is a form of interaction in which companies directly communicate with consumers via email, SMS, push notifications, chatbots, and other channels, bypassing intermediaries. Personalization in direct marketing makes these communications as relevant and engaging as possible. The development of digital technologies has allowed companies to implement personalization at adeeper level. Keytools and technologies include: • Big Data and analytics – collecting and processing large volumes of data on customer behavior. • CRM systems – databases that store information about customer preferences, purchases, and interactions. • Artificial intelligence and machine learning – analyze customer behavior and predict theirfutureactions. • Automated marketing platforms – ensure that personalized messages are sent at the optimaltime. Thanks to these technologies, marketers can segment the audience, offer the most suitableproducts andservices, and increaseconversion. Personalized offers help increase thelikelihoodof purchase. Research shows that: • Customers who receive personalized recommendations make purchases 30-50% more often. •The averagecheckincreases by15-25% dueto offers ofrelated products orupselling. • Personalized email newsletters have a 2-3 times higher open rate and click-through ratecompared to regular newsletters. For example, Amazon and Netflix actively use personalization algorithms, offering products and content based on user preferences, which significantly increases sales and engagement. Personalized offers allow you to reduce marketing costs due to more precise targeting. Instead of mass campaigns aimed at a wide audience, companies can interact only with those customers who are highly likely to makeapurchase. For example, retargeting in advertising allows you to show ads to users who have already shown interest ina product, which increases the effe