The Dawn of Hyper-Personalisation
You’ll already know that customer experience is absolutely key for any brand. The majority of consumers rate experience with a brand equally as important as the products they’re buying. What is becoming increasingly vital for creating a positive customer experience is personalisation with customers seeking more of a connection with the brands they’re buying from.
Personalisation verses Hyper-personalisation
The majority of consumers no longer accept communication which only seeks to sell products. Consumers need to resonate with products and brands, meaning personalisation of offers or content is the first step in the right direction. However, there are significant differences between personalisation and hyper-personalisation.
Personalisation focuses on basic information about a customer such as name, location and other general demographics. For example, a branded email addressed to each customer by name or the checkout on your e-commerce site welcoming returning customers by name.
In contrast, hyper-personalisation is a more refined form of personalisation, pulling from real-time and behavioural data to provide an even more individualised customer experience. Hyper-personalisation makes use of much more complex and advanced data including:
Individual customer’s browsing activity
Purchasing behaviours
Consumer affinity, for example free trials or discounts
Active times of browsing and purchasing
Hyper-personalisation allows brands to utilise data, both their own and that of third parties, to better understand customers and their individual behaviours and preferences.
Hyper-personalisation is the next step
While personalisation has a macro impact on customer experience and changed how brands viewed their interactions with consumers, hyper-personalisation expands on this to deepen the connection between brands and customers.
Where personalisation can be deemed as delivering more relevant marketing content, hyper-personalisation aspires to hold a one-to-one conversation with every customer. Hyper-personalisation combines artificial intelligence (AI) with real-time data to deliver more relevant content, products and information to each user. This strategy takes personalised marketing a step further.
How to implement hyper-personalisation
Hyper-personalisation is fuelled by customer data; therefore brands need to understand their customer’s buying behaviour to anticipate their next demand. Once a company has collected the data, it’s down to brands to create an entire 360-degree image of each customer.
In-store, this could present itself as staff knowing the last time a customer shopped with them, anticipating their replenishment needs by providing customised promotions and offers that fit previous purchasing behaviour or lifestyle. By using data, you can deliver tailored, personalised experiences that will create long-term consumer connections.
Any time you can improve your customer experience, you will reap the benefits. Take time to understand your audience and apply what you learn to customise tailored omnichannel experiences.
Why is hyper-personalisation important for Brands?
It’s becoming increasingly important that customers feel a connection with the brands they interact with. This perspective of an increasing need for an emotional connection directly affects your business and is why hyper-personalisation matters.
Although customer experience is ultimately the main benefit of hyper-personalisation, there are huge benefits for brands that implement it. By utilising hyper-personalisation throughout your digital and in-store interactions, you can reach a more targeted audience to deliver exactly what they need, whilst creating more focused and streamlined marketing strategies. This will in turn increase your ROI, maximise revenue, improve brand loyalty and ensure you stay ahead of your competitors.
In our e-book, available to download here, we look at how brands are already implementing hyper-personalisation within retail environments. Check it out today.
