Hyper-personalization, driving tomorrow's marketing

Personalization: the beginning of tailored experiences

Personalization today means grouping customers into homogeneous segments in order to provide them with tailored messages and offers. Different types of segments exist, and can be based on a wide range of criteria such as age, gender, location, preferences or purchase and payment history.

Many industries, whatever their sector, define similar segments in terms of targets, such as young adults (18-25), large families, urban or rural customers, active or inactive customers, and so on. However, certain segments may differ according to sector specificities. For example, a cosmetics company might segment by taking into account data on purchasing budgets to identify a high-end or entry-level buyer, or age data to offer skincare adapted to seniors. Conversely, a company in the banking sector could create age-related segments to offer specific insurance products, or use annual income, location or profession as a basis to support certain profiles, such as entrepreneurs or freelancers, in managing their cash flow.

Although this method allows us to move away from mass marketing and improve the relevance of our messages, it remains limited. These segments group together individuals with similar characteristics or behaviors, but each person is unique. Messages are therefore not truly personal, and can quickly lack engagement.

This is where hyper-personalization comes in: a solution that takes customer relations one step further by communicating in a more relevant, truly one-to-one way with each consumer.

Hyper-customization: meeting individual expectations

Hyper-personalization marks the dawn of a new era. It's no longer a question of addressing segments, but of addressing individuals in a unique way. Thanks to artificial intelligence, advanced algorithms and real-time data analysis, hyper-personalization makes it possible to create contextualized, relevant interactions for each customer.

Hyper-personalization relies on a much richer set of data:

• Behavioral data: site navigation, clicks, shopping cart abandonment, etc.
• Previous interactions: content consulted, emails opened, etc.
• Contextual data: time of day or weather at the moment of interaction, device used, real-time location, etc.

By combining all this data, a brand is now able to address a precise and unique message to each of its consumers.

If the concept sounds abstract, here's a concrete example:
Let's take a fashion brand with an extensive portfolio for women, men and children. A customer browses the website and explores mainly the men's clothing sections, with a particular interest in the fleece and sweater categories in anticipation of winter. After clicking on several items, selecting his size (say, L) and adding a product to the shopping cart, this customer leaves the site without finalizing his purchase.
For the brand, all this browsing data is precious. Thanks to hyper-personalization, it will be able to address this specific product, in size L, to this customer in a future communication: for example, via an email, a notification from the brand's mobile application, or a personalized banner on the site during his next visit.

The difference, and the major advantage of hyper-personalization, lies here: the brand's ability to capitalize on all available data to propose content that reflects the specific behavior and interactions of each consumer.

In the end...

Hyper-personalization revolutionizes customer relations by making messages more relevant and adapted to the unique needs, preferences and behaviors of each individual. This approach strengthens customer loyalty, making them feel understood, valued and appreciated.

It also optimizes return on investment thanks to better-targeted campaigns and significantly higher conversion rates. What's more, it enables more precise management of the customer lifecycle, with every interaction becoming an opportunity to anticipate expectations and extend the relationship.

In the age of the customer-king, hyper-personalization is no longer a mere asset, but an unavoidable necessity if we are to remain competitive.

We hope this decryption has given you a better understanding of what we now call hyper-personalization. 

Reelevant est la solution d’orchestration d’expériences qui reconnecte les marques à leurs clients. Nous aidons les marques à dominer le dernier kilomètre de l’expérience client, là où tout se joue. Nous permettons de déclencher des moments de marque mémorables tout en maximisant la CLTV. Pour y arriver, nous traduisons la donnée en contenus pertinents, créés et synchronisés en temps réel selon le moment de vie de chaque client, à grande échelle et sur tous les touchpoints digitaux. Franchissez le cap de l’hyper-personnalisation.