Hyper-Personalized Marketing — A Brief Introduction
Let’s get this straight: If someone is marketing to a large audience collectively, they miss out on a lot of business. We don’t live in times when people respond that well to generic marketing. It means that you can not put all your customers into one pool.
Customers want personalization when brands communicate with them. They want to see products that are tailored to their preferences. That said, personalization needs to go beyond the basic level. You can not just send them emails with their first names and think that the job is done.
More than 20% of customers say that they are not satisfied with the current personalization from a company. For you, it means that they might not purchase your products based on your current level of personalization.
So to energize your personalization efforts and take them to the next level, I’m going to discuss hyper-personalization. I’ll also discuss examples from a few brands to get you inspired.
Without further delay, let’s get into it.
What Is Hyper-Personalization?
Personalization is a term that is tossed around in marketing a lot. But we don’t hear about hyper-personalization that much.
Hyper-personalization involves working on real-time data to deliver offers, content, and customer experience to a single customer. For example, you search electric toothbrushes on a website and then, the website starts to show similar products based on your search history.
To do this, you must have a deep understanding of your business and customers. Plus, you need the right tools to get the job done. This may involve using tools to store your customer information. This way, buyers can have a great shopping experience whether they are shopping online or offline.
The way you approach this is less important, but overall, this marketing method will help you as more companies are leaving the orthodox methods and opting for hyper-personalized marketing.
Now let’s look at a few brands doing it right.
Examples Of Brands Implementing It
As per Salesforce, more than half of customers want companies to anticipate their needs and make relevant suggestions before they even get in touch.
Brands are switching to make the customer the center of the stage as opposed to being product-focused. Epsilon's study states that 8 out of 10 customers are more inclined to buy from a brand that features personalization.
So you have to be different in terms of your marketing efforts. To help you keep up with changing personalization, I’ve listed a few brands that use hyper-personalization.
This brand helps customers shop according to their tastes by giving them access to personal shoppers. Once selected, each item is sent to the customer’s home, which they can keep or send back. The company allows doing this automatically or on-demand. This caters to the needs of all kinds of customers.
Stitch Fix stands out from the crowd because of its personalization. The customers have to answer a few questions related to their taste and style, and then a stylist selects five items for the customer.
Even though customers don’t keep all items they receive, the brand can use the information to understand customer choices and improve their business. The company emphasizes the importance of feedback, even for the items that customers keep. All of this data helps them in many ways without troubling their customers.
So you may include options that ask people for their preferences and give them the right product. This will help with customer loyalty as well.
Even if you are not a fan of Amazon, you’ll agree that they are among the world's biggest brands. It gives them a wide range of products and membership options which they use to study their buyers.
For example, if you search electric toothbrushes and land on a product page, you’ll get a “Frequently bought together.” The system recognizes your search and shows you related products.
The brand also gives you a personalized homepage based on your historical shopping patterns, shopping cars, etc. This makes it easy for customers to find new products.
Amazon uses historical and real-time data to understand its customers. This is a good example of using hyper-personalized marketing to increase customer satisfaction. The brand also allows users to checkout with just one click using stored customer payment and shipping information.
Understanding customers and giving a seamless shopping experience convert one-time customers into repeat buyers. So I recommend starting working on data-gathering methods today.
This brand was founded in 2016, and it quickly understood the value of personalization. While using its website, customers answer a few questions based on which they get a personalized recommendation of daily vitamins and water-soluble supplements. Care/Of offers them deep information about the recommendations it makes.
One of the reasons people find Care/Of compelling is that it has simplified a tedious process.
Starbucks is one of those brands that understand the importance of personalization. But to take things to the next level, it started using a real-time personalization engine that recommends products to users based on their previous behavior.
They fetch data from their loyalty app that was introduced in 2011. It even sends relevant deals to users’ emails.
The main takeaway from this example is that creating a loyalty program can help with rewarding customers and understanding user data to create hyper-personalized marketing campaigns.
Final Words on Hyper-Personalized Marketing
Start working on hyper-personalization. It will help you create preferences to match a customer perfectly. Also, learn from the different brands I talked about today.
What is your take on hyper-personalization? Do let me know in the comments below.