Blog article

How hyper personalization improves the experience of your customers

Customers expect you to understand exactly what they want and need. As more and more companies are shifting towards personalized marketing strategies, customers nowadays demand to be shown what they want, when they want it. They are more likely to buy from companies that really understand them. Companies that recognize them as unique individuals, with unique needs.

In an era of personalized experiences, companies offering generic customer journeys are doomed to fail or be overtaken by competitors. Getting to know your customers and anticipating their needs is key to thrive in this new digitally-enabled world. Because one thing is certain: Hyper personalization will be the new normal.

But what is hyper-personalization? And why is it such a game-changing innovation in the marketing and ecommerce landscape? In this blog, we’ll take a dive into the what, why and how of Hyper personalization. So that you know what’s needed to stay ahead of the competition and thrive in the era of hyper-personalization.


What is hyper personalization?

Hyper personalization integrates artificial intelligence (AI) and real-time data into innovative software that enables you to show more relevant content to each individual user.

It treats customers as individuals with unique preferences and needs, enabling you to provide a customer journey that is different or even unique for each customer. Hyper personalization allows you to send highly specific communications to individual customers on the right time, via the right channel.

Shifting away from the one-size-fits-all strategy enables for ways to connect with customers on a deeper level. By truly getting to know them, it becomes easier and more fulfilling to meet their sky-high expectations, resulting in increased conversion ratios and customer loyalty in combination with lower media costs.

Hyper personalization vs traditional personalization

Customers expect to be treated as individuals and will no longer tolerate generic sales-only communication approaches. The content that is shown must resonate with them as uniquely individual human beings. Manually personalizing a newsletter for example is a step in the right direction, but can hardly be categorized as hyper personalization. What then, is the difference between regular personalization and hyper personalization?

Traditional personalization uses basic information such as identity or geolocation to tailor a customer’s experience. This might include things like personalized product recommendations or targeted advertisements. While this type of personalization can be effective, it is limited by the amount of information that is available about the user. And by the possibilities to effectively use the specific information.

Some examples of Traditional personalization include:

  • Mentioning your customer’s first name in emails or on a website.

  • Personalizing the layout or design of a website based on a customer’s location or language preference.

  • Offering your customer a discount based on their loyalty status.

  • Providing personalized customer support based on a customer’s history with your company.

Hyper personalization, on the other hand, is a much more refined form of personalization. It uses advanced data analysis and machine learning to create unique and personalized experiences for each individual user. Hyper personalization utilizes complex data such as:

  • Behavioral data, such as website interactions, social media activity and past purchases.

  • Psychograpic data, such as your customer’s interests and values.

  • Active times, such as customer logs or purchase times.

  • Device data, such as preferred device and browser.

By using a wide range of data sources and advanced algorithms, hyper personalization is able to create highly specific and granular personalized experiences that are tailored to each customer’s unique needs and preferences. Some examples of hyper personalization include:

  • Creating personalized content like blog posts or videos.

  • Recommending products based on psychographic data.

  • Creating highly targeted marketing campaigns.

  • Using machine learning to predict your customer’s next actions and providing personalized offers or recommendations accordingly.

  • Customizing the layout of your website for each specific visitor.


How hyper personalization improves your customer experience

Customer experience has become ever more important in a world where every buy is just a click away. Customers desire highly personalized experiences and want to connect with companies that offer them that.

There are several ways in which hyper personalization improves your customer experience. Hyper personalization increases relevance, as a customer’s experience with your business becomes highly relevant to them as unique human beings. And it can make it easier for customers to find what they are looking for, thereby increasing convenience by saving time and hassle.

Because customer experience is both relevant & convenient, customers are more satisfied and inclined to become loyal to your brand. This could lead to them recommending your brand to friends or on social media (electronic word of mouth), allowing for more engagement and potential new customers.

Overall, integrating hyper personalization into your business model offers benefits that are hard to ignore. The future is personalized, and every step you take in that direction is a step ahead of the competition.

Do you want to take the first step towards hyper personalization? Datatrics offers marketing teams the full potentiality of a customer data platform that every marketer is able to use. Without needing any programming skills or external consultants. Curious about what we could do for you? Try Datatrics for free or request a demo.