Compared to years ago, customers are no longer considered as unchanging and static. Now, they are fickle and ever-evolving.
They have become active participants in their purchasing journey, selecting products or services that suit their needs and which are particularly for them. Consequently, they expect their buying experience to be distinctive, engaging and personalized to their requirements.
How to do that? Hyper-personalization is the answer! It enables businesses navigate deeper and more meaningful engagements with customers.
What Is Hyper-Personalization?
Traditional personalization uses basic customer data, limit itself to simple tactics like calling the customers by their first names. On the other hand, hyper-personalization goes deeper!
It is used to collect behavioral data of customers in real-time to customize services, products and experiences based on the customers’ needs and wants. The goal is to treat the audience as unique individuals with tailored and contextual messaging for each.
How to Implement Hyper-Personalization?
Implementing hyper-personalization requires tactical planning. You need to create your framework, one that is adequately flexible to accommodate your customers, yet compelling enough to harness the right technology and pivot where necessary.
Here are some important steps you should use to develop your hyper-personalized strategy:
- Data Collection
Data collection is the most important step to creating your hyper-personalized framework. You should collect details of existing and potential customers, for example geographic location, responses to prior messages, and more. The right data will enable you understand who your customers are and what they want. As a result, you will be able to divide audiences and make your campaigns more personalized. Additionally, you should ensure the data you gather can be properly analyzed.
- Customer Segmentation
After collecting the data, you need to divide your customers by age, location, gender, brand interaction history, average purchase value, and more. The aim here is to identify as many characteristics as possible that can be used to spot trends and provide data-backed decisions.
- Buyers Journeys
The buyer’s journey enables you to understand what to offer potential customers and when. By adopting hyper-personalization, you will be able to build smarter and better customer experiences. To strengthen your customer journeys, you need to identify the channels where you know your target audience spends time and create content or offers that will attract them. This will increase your chances of communicating with your leads, thus increasing your chances of converting. Remember that your leads are real human beings and you should not cross the line and over-personalize. Keep your focus on the customer’s journey and learn to listen, when to step back, when to educate, when to promote and when to sell. This will result in better success with hyper-personalization.
As customers’ expectations change, companies need to consistently provide personal and more meaningful experiences to be successful. Creating an effective hyper-personalization strategy is key to building customer trust and loyalty which directly leads to improved revenue growth.
Need help to define intended behaviours and goals for your target audience? Get in touch with the experts at Persuade today!