From Personalization to Hyper-Personalization: The Key to Tailor-Made Customer Engagement

When We Talk About Personalization, We Talk About Segmentation

Marketing segmentation is a crucial practice within CRM teams, allowing them to divide a customer base into homogeneous groups according to precise criteria: demographic data, purchasing behavior, preferences, engagement levels, or customer lifecycle. Unlike mass communication, segmentation refines messaging, making it more relevant for each segment.

For example, in a sneaker store, demographic-based segmentation could create different target groups with tailored content:

• Teenagers and young adults passionate about streetwear fashion would be targeted with trendy products such as best-sellers, aesthetically appealing sneakers, and collaborations with well-known personalities.

• Young professionals looking for a casual yet chic style would receive messaging emphasizing comfort and versatility, with a focus on premium design.

• Collectors and sneaker addicts, constantly on the lookout for limited editions, would get updates about exclusive releases, highlighting the rarity of each model.

This approach personalizes the shopping experience for each group, maximizing engagement and conversions. However, in the context of hyper-personalization, this method has its limitations.

Why and How Does Hyper-Personalization Break the Limits of Traditional Personalization?

Unlike traditional personalization, which relies on audience segments, hyper-personalization leverages data to tailor each interaction in real-time for every individual in a brand’s CRM base, and even for prospects (such as hyper-personalization on a website).

Hyper-personalization continuously analyzes each user’s behavior to instantly adapt messages, offers, and recommendations—transforming every interaction into a unique, tailor-made, and contextual experience.

To illustrate this, let’s revisit the sneaker store example. With hyper-personalization, the promotion of limited-edition sneakers is no longer based on broad demographic segments but adapts in real-time to individual user behaviors. Instead of sending a generic email to all young sneaker fans, a solution like Reelevant would enable truly dynamic content tailored to each person:

• If Sonia browses a pair of purple sneakers on the website, the next email she opens (not just the one she receives—because Reelevant updates content in real-time at the moment of consumption) will highlight that exact pair with a personalized message and real-time stock availability based on her preferred store.

• Claire, who frequently makes high-value purchases online, will see premium products or online exclusives, along with estimated delivery times.

• Sarah, who wears size 38 and has searched for multiple sneakers from a specific brand, will receive an email showcasing various models in her size from that brand, with real-time stock information for each. She will also see details about loyalty points she could earn based on her potential purchase.

This ability to activate an entire data ecosystem to create unique content for each individual enables smooth, engaging, and tailor-made digital experiences across all channels.

Why Switch to Hyper-Personalization?

There are countless reasons to move beyond segmentation and embrace hyper-personalization, but here are three key points:

1. Meeting Customer Expectations: Consumers are bombarded with content and expect brands to offer relevant and useful experiences.
2. Performance Gains: Hyper-personalization delivers significant improvements, such as increased click-through rates (+190% at Etam), higher visibility for loyalty programs (+60% loyalty offer usage at Nature & Découvertes), substantial incremental revenue growth (€10.5M in incremental revenue generated by Reelevant for Decathlon), and significant internal time savings (4 hours saved per week for Carrefour teams).
3. Reconnecting with Customers: Hyper-personalization enables genuine customer relationships—the very essence of CRM.

It’s time to step into the era of hyper-personalization and go beyond traditional personalization. Are you ready to take the leap?

Reelevant is the hyper-personalization solution for customer experience that reconnects brands with their customers. We transform data into relevant content, created and synchronized in real-time based on each customer’s moment of life—at scale and across all digital touchpoints. We support numerous clients such as Carrefour, Decathlon, L’Oréal, Sandro, La FDJ, Engie, Leroy Merlin, and Zadig&Voltaire.

Take the leap into hyper-personalization with us.