Blog article

Hyper-personalize your marketing with AI within ecommerce

Since the introduction of ChatGPT in November of 2022, AI has sent ripples throughout the entire ecommerce landscape. AI has brought an enormous potential for rapid innovation. And if you want to have your piece of the ecommerce pie, implementing AI in your marketing strategy seems inevitable. For the benefits it brings are truly remarkable.

AI-powered software enables for hyper-personalized marketing. And in a world where customer expect their interactions with your company to be personal and relevant to them, this might well be the defining factor for your business success. In this blog, we’ll tell you what hyper personalization is and how you can implement AI to improve the customer experience. Let’s dive in!

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What is hyper-personalization?

Hyper-personalization is a marketing strategy that integrates artificial intelligence (AI) and real-time data to create highly relevant and personalized experiences for each individual customer.

This is done by collecting and analyzing data about customer behavior, preferences and demographics. To then transform this data into tailored dynamic content, ads, websites and more.

Hyper-personalization is an incredibly powerful way to connect with customers on a deeper level. By truly getting to know your customers, you understand their needs and expectations. This allows you to create interactions that are more likely to resonate with them.

The benefits of AI in ecommerce

There is no getting around the benefits that implementing AI to hyper-personalize your marketing strategy offer:

  • Improved conversion rates
    Simply put, a customer looking for black sneakers that is being shown black sneakers is more likely to buy than when he is shown white sneakers. Tailored experiences naturally lead to higher conversion rates.

  • Increased customer engagement and loyalty
    Because you offer experiences that are relevant to each individual customer, they will feel understood. Customers who feel understood are more likely to engage with your brand and even to become loyal customers.

  • Increased ROI and ROAS
    AI-powered software enables you to target marketing campaigns more effectively. This leads to a better return on investment (ROI) and a higher return on advertising spend (ROAS).

  • Enhanced customer experience
    Hyper-personalization works both ways. It offers great benefits for your company, but it also significantly improves the experience of your customers with your brand. It leads to a more enjoyable experience, which in turn leads to increased customer satisfaction.

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How to offer hyper-personalized experiences with the help of AI

There are many ways to offer personalized content. From product recommendations based on past purchases to dynamic pricing. And from personalized email campaigns to tailored search results. But it all starts with the collection and unification of data.

Way before ChatGPT was introduced, developers found ways to enhance Customer Relationship Management (CRM) systems with external online data. Eventually, this software became known as the Customer Data Platform (CDP): a platform that nowadays can apply AI to collect and unify data from multiple sources. It's capable to transform these vast amounts of data to info that enriches individual customer profiles. Therefore, implementing a CDP is for many businesses the most effective way to hyper-personalize their marketing strategy.

Our own CDP, Datatrics, goes a step further than mere collection and unification of data. We have developed AI that constantly learns and adapts. It continuously gathers vast amounts of data to understand each of your customers in detail.

With Datatrics, you can create highly personalized content blocks, mail campaigns and ads easily. It either lets you decide what specific content is shown to different customer segments, but it also offers you the choice to let the AI decide for itself. Although this can feel like giving control out of your hands, our customers experience again and again that trusting Datatrics’ AI is the best way to reap all the benefits that hyper-personalization has to offer. Or, as Marianne Wesselink, E-commerce Manager of our client PinkCube mentions:

'We want to offer every website visitor a unique and personalized customer journey. This was not possible within our current website, but the use of data-driven recommendations from Datatrics has made this possible.'

Are you ready to let go of control and implement AI to boost your ecommerce business?

The question is not whether a CDP will work for your business. The question is whether you can let go of control and let our AI do what it is made for: To offer hyper-personalized experience, tailored to each individual customer’s needs and expectations.

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