--- title: "Personalisation in Brand Engagement: What Customers Want" description: "Customers expect brands to know them. Learn which personalised interactions they value and how interactive formats help you personalise every campaign." url: https://scratcher.io/blog/the-personalization-approach-to-brand-engagement language: en --- # The Personalisation Approach to Brand Engagement Why personalisation drives brand engagement, what customers actually expect from brands, and how interactive formats help you personalise your campaigns. Casper Christiansen 4 min read Updated September 29, 2025 ![The Personalization Approach to Brand Engagement](https://scratcher.io/img/containers/assets/blog/covers/the-personalization-approach-to-brand-engagement.webp/16bda52086273dc16413679b9158bbdf/the-personalization-approach-to-brand-engagement.webp) Personalisation is how brands build real connections with customers. Good campaigns aren’t just about selling a product. They’re about understanding what each person needs and giving them an experience that feels made for them. That’s what builds lasting [brand engagement](https://scratcher.io/blog/what-is-brand-engagement). According to McKinsey, 72% of customers expect brands to recognise their preferences, and 78% are more likely to buy from brands that offer personalised content. In other words, personalisation has a direct effect on campaign results. ![McKinsey chart ranking the personalisation actions first-time buyers value most](https://scratcher.io/img/containers/assets/blog/mckinsey-personalisation-actions-chart.webp/ad9b6267eb3de1cfd04e239a79baac75/mckinsey-personalisation-actions-chart.webp) Here are four things customers want from personalised interactions with brands: 1. **“Show me things I might like.”** People want suggestions that fit with what they’ve already looked at or bought. Ads for things they don’t care about quickly become annoying. 2. **“Talk to me when I’m in the mood to shop.”** Timing matters. Send messages when customers are likely to read them, based on their habits. A message sent the same day someone visits a store, or exactly a week later, is more likely to get a positive response. 3. **“Remind me about things I’m interested in.”** Let customers know when something they want is back in stock, or when a new version of a product they bought is available. 4. **“Recognise me, online or offline.”** Customers expect a smooth experience whether they shop online or in a physical store. ## Understanding Personalisation in Campaigns Personalisation is more than putting a customer’s first name in an email. It’s about understanding behaviour, preferences and intent, and using that to build campaigns that feel relevant. Done well, it improves satisfaction, retention and conversion. [Interactive marketing](https://scratcher.io/blog/interactive-marketing-strategy) is one of the most practical ways to get there. When people play a game, take a quiz or pick a favourite, [they tell you what they like](https://scratcher.io/blog/zero-party-data), in their own words. That’s data you can act on straight away. Scratcher has 40+ interactive formats that work well for personalisation, including: - [Product Battle](https://scratcher.io/platform/formats/product-battle): let people choose between products head to head and see what they prefer. - [Mystery Box](https://scratcher.io/platform/formats/mystery-box): reveal a prize or offer that can be tied to a product category. - [Quiz](https://scratcher.io/platform/formats/quiz): ask a few questions and segment participants by their answers. - [Personality Test](https://scratcher.io/platform/formats/personality-test): match people to a product, style or profile. - [All games and interactive formats](https://scratcher.io/platform/formats) These formats turn passive visitors into active participants and give you [first-party data](https://scratcher.io/blog/zero-party-vs-first-party-data) you can use to personalise future campaigns. ## How to Personalise Your Campaigns To create effective personalised campaigns, follow these best practices: - **Use customer data:** Base your decisions on real behaviour and analytics, not guesses. - **Segment your audience:** Create tailored content for specific customer groups. - **Use interactive tools:** Gamified experiences get people to engage and share their preferences. - **Automate dynamic content:** Deliver personalised offers when they’re most relevant. - **Ask for feedback:** Use what customers tell you to sharpen your messaging. ## Setting It Up in Scratcher A simple way to start is a short quiz or [personality test](https://scratcher.io/blog/personality-test-marketing) that ends with a product recommendation: 1. Pick a template in the editor and add three to five questions about taste, needs or habits. 2. Map each outcome to a product or category. 3. Add a sign-up form with an opt-in so you can follow up. 4. Send answers and contact details to your email platform, such as Klaviyo, HubSpot or Mailchimp, so each segment gets its own follow-up. Every answer becomes a data point you can use. Read more about [enriching your customer data with gamification](https://scratcher.io/platform/data-enrichment). ## Benefits of Personalised Campaigns Investing in personalisation pays off in several ways: - **Higher engagement:** People interact more with content that reflects their interests. - **Better conversions:** Relevant offers lead to more sales and sign-ups. - **Stronger loyalty:** Tailored experiences build trust and long-term relationships. - **Better ROI:** Precise targeting means less wasted budget. ## Final Thoughts Personalisation isn’t optional any more. It’s what customers expect. By combining customer data with interactive formats like quizzes and product finders, you can deliver tailored experiences that drive real results. Want to try it? [Start your free 14-day trial](https://scratcher.io/get-started), no credit card needed. Casper Christiansen Co-founder & CEO, Scratcher Casper Christiansen co-founded Scratcher in Copenhagen in 2017 and leads the company as CEO. Make your first campaign today Make your own campaign in minutes. Free for 14 days, no credit card required. [Start free trial](https://platform.scratcher.io/en/register) ## Keep reading [Gamification Marketing Trends 2027: 8 Predictions for Brands](https://scratcher.io/blog/gamification-marketing-trends-2027) - Strategy - November 4, 2026 [Gamification Marketing Trends 2027: 8 Predictions for Brands](https://scratcher.io/blog/gamification-marketing-trends-2027)Where gamified marketing is heading in 2027, from short mobile games and always-on calendars to AI-built campaigns and new EU rul… [Customer Loyalty Trends 2027: Access, Fairness and Reasons to Come Back](https://scratcher.io/blog/customer-loyalty-trends-2027) - Strategy - November 3, 2026 [Customer Loyalty Trends 2027: Access, Fairness and Reasons to Come Back](https://scratcher.io/blog/customer-loyalty-trends-2027)Members belong to more programmes than ever but feel less special in each. The loyalty and retention trends for 2027, and ideas y… [First-Party Data and Privacy Trends 2027: What Changes for Marketers](https://scratcher.io/blog/first-party-data-trends-2027) - Strategy - November 3, 2026 [First-Party Data and Privacy Trends 2027: What Changes for Marketers](https://scratcher.io/blog/first-party-data-trends-2027)Chrome keeps its cookies, but consent and trust are getting harder to win. The privacy and data trends that will shape marketing … ![Starbucks spin-the-wheel campaign on a mobile phone](https://scratcher.io/assets/campaigns/starbucks-spin-the-wheel.webp) ## Make your first campaign today Join the brands that have collected more than 35 million sign-ups with Scratcher. Try it free for 14 days — no credit card required. [Start free trial](https://platform.scratcher.io/en/register) [Book a meeting](https://scratcher.io/book-a-meeting)