Hyper-personalisation is the practical way to leverage AI. Marketers are embracing hyper-personalisation. While many companies are still struggling to understand how artificial intelligence (AI) will ultimately enhance their menu of consumer products and services, one area where AI is already having a demonstrable impact is in the area of hyper-personalisation.

The timing for this couldn’t be better. We now have many more consumers online to accomplish more tasks than ever before.  What these consumers are looking for is the same quality of service they are used to receiving from traditional retail environments, typically from sales associates, in-store promotions, loyalty programs, etc.

Add to this the fact that consumers have also been spoiled by apps that serve their every whim no matter how niche, ecommerce tools like “customers also liked” pop-up suggestions, virtual dressing rooms, and responsive chatbots.

The upshot? Today’s consumer expects more from their internet experience. They want brands to provide them with what they want, when they want, no matter where they are. They want sites to anticipate and readily fulfil their needs.

Hyper-personalisation, in which there are many distinctions between vendors, is making this type of customer interaction not only possible, but also immersive, appropriate, enjoyable, and customer-specific. Thank artificial intelligence for that.

It is making it possible for businesses to finally leverage the myriad customer data they’ve gathered in the past and translate that data into personalised experiences their customers are looking for.

Capitalise on customer data you already have

Using troves of new and collected customer data, personalisation solutions like SwiftERM personalised product selection can determine the right product content to put in front of the consumer at the appropriate moment during their customer journey with the brand.

This is powerful because it gives the retailer a more finite understanding of the customer and drives personalised offerings accordingly. Not a surprise then that the results deliver a higher ROI in marketing.

The process benefits from being timely.  In real-time, hyper-personalisation is helping brands capitalise on their omnichannel data to drive personalised customer experiences that result in increased loyalty and its accompanying sales. 

Where does the data come from? The data comes from a treasure chest of information the brand has collected about online behaviour, customer demographics, and previous buying history, typically stored o your platform. Hyper-personalisation also captures impressions to add to the data as they happen, both on the site and in response to AI email marketing. It’s all information they’ve compiled from the various customer touch points from across their business.

The data is typically processed using predictive analytics

Predictive analytics offers a thorough and accurate portrait of each customer. Using a combination of AI, machine learning, and data analytics, the programs can suggest what personal experiences will appeal to that customer the next time they have an interaction with the brand.

The good news is, this isn’t pie-in-the-sky marketing.  Solutions like this are available now and are redefining the landscape for brand marketers.  Valuable information, once squirrelled away in some other business department’s silo, now sees the light of day and is compared with other data nuggets to spot patterns and reveal consumer insights.

What used to take weeks or months to ascertain is now culled, analysed, and interpreted in real-time, giving brand marketers a powerful opportunity to react to changing data intelligence, like shifting consumer sentiments, quickly and proactively.

It also allows those marketers to produce highly personalised user experiences that will grab the attention of their customers and keep them glued to the sales funnel.

Best of all, these insights can be applied to augment the efficacy of other business tools such as email marketing initiatives, social media campaigns, advertising buys, and push notifications. This way, the brand is supporting its own efforts, across each of the customer channels, with consistent messaging and offers that the consumer is most likely to respond to.

Hyper-personalisation offers a frictionless customer experience

What are the practical applications of a personalised experience? The list is growing every day. But say for instance you need more information about a specific product.

Rather than having to fill out a form with standard personal information, what if the form dropped down, pre-populated with all your information filled in, just asking you to confirm it? What if the site already knew your clothing measurements, your favourite colours, or what style you lean towards?

In the end, such a website saves you time and a degree of frustration, providing you with a much more frictionless experience.

The Balancing Act

The challenge moving forward will be the continued delivery of hyper-personalised experiences while maintaining compliance with existing privacy laws and any new regulations appearing on the horizon. 

It’s a delicate balancing act marketers will have to pull off as consumers increasingly embrace the hyper-personalisation experience, but also demand transparency when it comes to how their information is being used.