Content
What is hyperpersonalization and how does it work?
Examples of hyper-personalization in different industries
Why Hyper-Personalization Matters for Business
How to Implement Hyper-Personalization: 4 Steps
The benefits of hyperpersonalization
Frequently asked questions
Content
Hyper-personalization is a new personalization tool based on big data and AI that is rapidly being adopted by large companies. 92% of companies are already using AI-powered solutions to drive growth. They note that hyper-personalization helps increase loyalty and accelerates return on investment (ROI) through more accurate offers and improved customer engagement.
In this article we will cover in detail: Hyper-personalization: create a
why hyperpersonalization is important for business and what benefits does it provide,
what tools and channels to use for effective implementation of hyper-personalization,
which companies have already implemented this approach and what results they have achieved.
What is hyperpersonalization and how does it work?
Hyper-personalization is a marketing tool for netherlands email list customizing messages tailored to each customer. Unlike regular personalization , it relies on artificial intelligence and real-time user behavior analysis to offer the most relevant content and products.
Let’s take an example from life and see what communication looks like with and without hyperpersonalization.
Without hyper-personalization Hyper-personalization: create a
Imagine that a user visits the website of the developer Elite Group in search of a one-room apartment in Moscow. He visits several pages with similar Hyper-personalization: create a apartments in one residential complex and goes to a competitor’s website to compare the terms of purchase. After that, he starts receiving mass mailings from Elite Group with offers to view apartments in St. Petersburg and business premises.
This is bad for the client and for the company:
The user is puzzled as to why he would look at housing in another city and unsubscribes from all mailings to avoid receiving spam.
The company doesn’t know what this and for that simontok customer was interested in and how to bring him back to the conversation to make a purchase. With hyper-personalization, the company could send a personal selection of apartments based on his interests and even adapt the site content based on this using AI.
80% of consumers are more likely to make a purchase if a brand offers a personalized experience. This confirms that in a highly competitive environment, it is important for customers to receive offers that match their current needs and expectations.
With hyperpersonalization
The input is the same: the user goes to the developer’s website, where he/she has already looked at an apartment in the residential complex. Only this time, the marketing and communications automation platform takes into account the data from the previous session and shows the user a pop-up with news about the start of sales of apartments in this residential complex with an offer to leave a request. The user fills out the request, and the manager communicates with him/her taking into account all the information collected.
What happened: the company realized that the user was already interested in the products and made a personal touch. If you add behavior analysis kcrj and artificial intelligence, such an offer can be made in an instant. The client is grateful that he has to manually search for the necessary offers and responds better to messages.
The example above is based on a real case. The developer “Strizhi” set up personalized touches at different stages of the funnel and sold real estate for 129 million rubles in 3 months through a lead bot and pop-ups.
In brief: how hyperpersonalization differs from regular personalization
So, personalization is the adaptation of content and messages to specific audience segments: addressing by name in a Telegram newsletter , product recommendations based on previous purchases. Hyper-personalization What is data collection and what events to monitor first What is data collection and what events to monitor first Selecting Channels for Hyper-Personalization Choosing the right channels is the basis of a successful strategy. Not all customers respond to the same format in the same way. Some prefer email, while others interact more often via social networks or mobile apps. Determining the most effective channels allows a business to better influence the customer. For example, push notifications will be effective for those who actively use a mobile app, and personalized email newsletters will be effective for customers accustomed to communicating via email. Hyper-personalization works best if messages reach the customer exactly where it is most convenient for them. is an individual approach to each client. It takes into account the behavior, preferences, history of interactions, and even the context in real time for each specific client, not for a general segment.
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Examples of hyper-personalization in different industries
Typically, hyper-personalization is implemented by large companies that strive to lead their industry. They develop their own AI models for business tasks and invest in advanced tools. Here are some examples of such companies:
Retail – Amazon
The company actively uses hyper-personalization. It offers products based on your purchase history, searches, and viewed pages. For example, if you were looking for headphones, the site will show a selection of accessories and offer a discount on similar models.
An example of hyper-personalization on a website
If you haven’t ordered anything yet, the site automatically personalizes products based on your geolocation, and you’ll only see products that can be delivered to your country.
Online Education – Coursera
Coursera tailors learning by offering courses based on a student’s activity and completed programs. For example, if a student has completed a Python course, the system might offer an advanced data analysis course in that language.
Banking sector – Sberbank
Sberbank analyzes customer transactions and offers personalized services. For example, if a customer often uses taxis, the bank recommends credit cards with increased cashback on trips.
Another example is the chatbot How to Build Personalized Marketing That Will Help Increase Revenue
How to Build Personalized Marketing That Will Help Increase Revenue
Using tools for hyper-personalization
Technology plays a key role in hyper-personalization. Tools like marketing automation systems and CRM help collect data and apply it in real time. And AI and machine learning can analyze large amounts of information and predict customer behavior. Platforms for personalized recommendations, email marketing, and customer experience management are also used. It’s important to choose tools that integrate with your company’s existing systems and processes. Alice, which adjusts its tone of communication to yours and solves problems without involving managers.
An example of hyper-personalization in a chatbot
Based on previous dialogues, the Yandex bot adapts its responses
Medicine – MyFitnessPal
The app analyzes user data: diet, physical activity, and weight goal. Based on this, it offers daily recommendations and reminders, adapting advice to personal goals and preferences.
Why Hyper-Personalization Matters for Business
Increases the number of loyal customers
Hyper-personalization in marketing helps businesses create a unique experience for each customer. This increases the feeling of importance and increases the likelihood that customers will return. For example, Starbucks offers personalized discounts through its app by analyzing the customer’s preferences. Regular customers receive notifications about their favorite drinks or promotions, which increases their attachment to the brand. Loyalty also increases due to the fact that the brand demonstrates attention to individual needs. Customers feel special, which reduces the likelihood of them switching to competitors. This approach helps build long-term relationships, where customers regularly return and recommend the brand to others.
Increases sales
Hyper-personalization can increase sales by offering relevant products or services. For example, Amazon uses algorithms to recommend products that complement those they have already purchased. This motivates customers to add additional items to their cart. Other companies, such as Nike, offer customers product customization, which stimulates demand. Personalized offers based on preferences and purchase history increase the likelihood of a purchase, as they show the right products at the right time. The result is an increase in the average check and an increase in overall conversion.
Improves customer experience
Personalized customer experiences reduce friction when interacting with a brand. Spotify creates playlists based on user preferences, eliminating the need for users to search for music themselves. In e-commerce, companies like ASOS offer a selection of products based on previous purchases and preferences, making the shopping process faster and more convenient. Hyper-personalization simplifies choice, saves time, and reduces the likelihood of disappointment. The more convenient and enjoyable the interaction, the higher the customer satisfaction. This directly affects the willingness of users to leave positive reviews and continue interacting with the brand.
