In an era of personalised experiences, marketing strategies offering generic customer journeys are destined to fail. Understanding your customers and anticipating their needs is essential to stay ahead. One thing is certain: hyper-personalisation is becoming the new normal. But what is hyper-personalisation? And why is it such a groundbreaking innovation in the marketing and e-commerce landscape? Find out in this blog.
What is hyper-personalisation?
“Hyper-personalisation integrates artificial intelligence (AI) and real-time data into innovative software that allows you to show more relevant content to each individual user.”
With hyper-personalisation, you treat customers as individuals with unique preferences and needs. This means specific communication to specific individuals, at the right time through the right channel. Moving away from a one-size-fits-all strategy opens up new ways to connect with customers and optimise efficiency. With data-driven hyper-personalisation, you truly get to know your customers – and act accordingly.
Hyper-personalisation vs. traditional personalisation
Customers expect to be treated as individuals and want personal, tailored content through the right channel at the right moment. Personalising an e-mail with recently viewed items are a step in the right direction, but doesn’t count as hyper-personalisation. So, what is the difference between traditional and hyper-personalisation. And how do you create hyper-personal content? We will explain in in the upcoming paragraphs.
Traditional personalisation: definition and examples
Traditional personalisation uses basic information such as identity or geolocation for a tailored customer journey. This can include personalised product recommendations or targeted ads.
Examples of traditional personalisation include:
- Mentioning the customer’s first name in emails or on a website.
- Personalising the layout or design of a website based on the customer’s location or language preference.
- Offering a customer a discount based on their loyalty status.
- Providing personalised customer support based on the customer’s history with your company.
Although this type of personalisation has positive effects, the impact is often limited. The information used is relatively general, and the recipient doesn’t perceive it as truly unique.
Hyper-personalisation: definition and examples
Hyper-personalisation, on the other hand, is a much more refined form of personalisation. It uses advanced data analytics and machine learning to create unique and personalised experiences for each individual user. Hyper-personalisation utilises complex data such as:
- Behavioral data, such as website interactions, social media activities, and previous purchases.
- Psychographic data, such as the interests and values of your customer.
- Active times, such as customer logs or purchase times.
- Device data, such as preferred device and browser.
Spotler Activate’s products leverage a wide range of data sources and advanced algorithms that allow you to easily and successfully implement hyper-personalisation elements in the customer journey. Examples of hyper-personalisation include:
- Recommended products based on individual customer data and peers.
- An automated email campaign for repeat purchases where the sending time is determined by the customer’s and peers’ previous purchases.
- A customised website layout for each visitor.
Why you should start with hyper-personalisation now
In a world where a purchase can be made with a simple click, customer experience becomes an even more critical factor for differentiation.
There are several ways hyper-personalisation improves your customer’s experience. It increases the relevance of your communication, helps customers find what they are looking for faster, and develops a more positive association with your organisation. This leads to a higher likelihood of conversion, improved customer relationships, and increased customer loyalty.
Do you want to take the first step towards hyper-personalisation? With Spotler Activate’s products, you can collect relevant customer data, uncover key insights, and leverage them in real-time. Thanks to innovative features and user-friendly tools, you can easily apply hyper-personalisation at every stage of the customer journey. Curious about how it works? Request a demo now and discover it!
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