Brands must push beyond essential personalization and shift to hyper-personalization, using consumer data to produce nuanced, unique experiences. They need to continue responding to and adapting to changing customer demands and expectations.
Every industry has been put to the test during the past two years, but retail has proven to be resilient. Companies setting the bar for customer engagement will move ahead with the ‘adapt and respond’ strategy that has served them well during the pandemic. They’ll be in the best possible position to respond to the evolving changes in customer preferences.
Organizations must answer one crucial question if they want to flourish in the current e-commerce environment: What experiences should they be providing to their customers?
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In other words, consumers want hyper-personalization. The practice of providing customers experiences and content depending on the categories into which they have been placed is now considered inadequate.
Hyper-personalization is the inevitable future of retail to stand out in an increasingly digitally saturated environment. Hyper-personalization enables businesses to understand their customers’ true wants and needs, leveraging real-time data and other sourced consumer data to strengthen relationships, boost customer loyalty, and positively impact the bottom line.
Hyper-personalization Road Map
To succeed in the new world, e-commerce businesses will need three crucial components:
The Need for Intelligent Data Layer
Most e-commerce businesses gather and store a ton of data. They aren’t using it, which is the issue. As a result, a “dumb” data layer is created – storing data but not using it. Instead, they keep communicating the same message to all of their customers without taking into account what each of them may need specifically, which is precisely what is required in order to retain customers and increase sales.
To use this data in real-time to provide consumers with hyper-personalized and compelling experiences, brands require an intelligent data layer. Higher retention rates and revenue result from using this data in real-time, on an individual basis, to reply with offers and information pertinent to a particular customer at that precise moment.
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Internet Scale Cannot be an Afterthought
Scale cannot be neglected. It must serve as the foundation of the personalization strategy. Hyper-personalization is about building wonderful experiences for millions of users in real-time, several times throughout the day.
Scale is essential given the escalating expenses of customer acquisition. Companies that are successful don’t do so merely because their offerings are radically superior to those of their competitors. It’s because they are aware that it is a game of numbers. They are successful because they can leverage scale to create a great result with the same capital investment as the rest are making.
To scale e-commerce businesses, the right tools and a certain kind of mindset are needed. E-commerce enterprises may successfully deliver hyper-personalized experiences to millions of consumers, each with their unique customer journey, with the help of an intelligent data layer and the appropriate technology. This is what drives scale.
The Future Ahead
E-commerce enterprises require the necessary expertise and the appropriate solutions to advance in the quickly changing world. Speed is a competitive factor that distinguishes them from their competition.
Once hyper-personalization is put into practice by a company, it produces conversion lifts that increase and compound over time. Businesses that use hyper-personalization now will have an advantage over those that do not. The difference between brands that have implemented hyper-personalization and those that haven’t will widen as time passes.
E-commerce businesses need a ready-made technology toolkit to kick-start their hyper-personalization efforts for adoption to be successful. Cross-channel messaging, behavior analytics, journey orchestration, real-time data action, customer lifecycle and campaign optimization are all things they should look for in solutions. These are the solutions that can provide measurable results today, not tomorrow.
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