Hyper-personalization is the process of using AI and real-time data to display highly curated products and content to shoppers. It treats customers as individuals with distinct tastes and preferences, enabling brands and retailers to provide a unique customer experience that’s different for each shopper.
With hyper-personalization, the product discovery journey and website messaging are personalized at a granular level according to each customer’s needs and wants. That’s what separates hyper-personalization from traditional personalization. Instead of general product recommendations, customers get a more context-sensitive experience based on how they interact with the brand. Done right, it allows a smooth, frictionless customer journey that delights shoppers and increases conversions.
How Do eCommerce Brands Benefit From It?
Hyper-personalization creates unique experiences where brands can cultivate a special relationship with individual shoppers. It creates memorable and valuable shopping journeys that improve brand perception and boost customer loyalty.
Understanding customer preferences and personalizing their experiences accordingly give you an edge over other brands. When done successfully, hyper-personalization matches shoppers to products and content that best fit what they’re looking for. It will leave a lasting impression that your brand understands their unique preferences, and this, in turn, can increase long-term revenue from both new and repeat customers.
Moreover, shoppers do not want complicated shopping. The more issues there are, the less likely they are to convert. Hyper-personalization smooths the process and lets customers connect faster to their desired items. It prevents them from being overwhelmed by too many choices as it exhibits only the best, most relevant items, in both search results and product recommendations.
Hyper-Personalization: Advanced Best Practices
Here are some advanced technologies to consider for delivering truly unique and hyper-personalized customer journeys:
- Use visual AI – With visual AI, brands can connect customers to relevant products through product recommendations and search results that work with precision and speed. It does this by analyzing the visual attributes of the products that people search for and engage with on your site, and then identifying granular shopper preferences. This gives brands and retailers deeper insights into the wishes and motivations of individual shoppers in real-time, enabling on-point search results and recommendations that make customers feel seen and understood.
- Add concierge solutions – Even when customers are shopping online and in the comfort of their own homes, they might still want the help of a sales representative. This can be especially true for brands and retailers selling items at higher price points where shoppers view purchasing as more risky. When concierge solutions are ready, brands can provide one-on-one assistance to customers who have questions or doubts about their products.
- Enable augmented reality – Augmented reality is not a traditional personalization tool, but it can create personalized experiences that anticipate customer concerns and build trust. For example, some AR tools allow shoppers to virtually try on an item, bringing back a touch of the in-store experience.
Check out the video below to see how hyper-personalization can create exceptional product discovery experiences: