Revolutionizing CX through hyper-personalization strategies

Personalisation is key to providing a great customer experience, converting shoppers, and earning long-term loyalty. However, the traditional approach to providing personalised product recommendations is no longer enough. True personalisation involves accounting for a shopper’s taste and demographics and staying up-to-date with their changing needs, moods, and intentions. It is crucial to understand individual shoppers' current contexts and deliver exactly what they are looking for in the moment of need.

The definition of CX is under constant evolution

Traditional personalisation methods, which are based on data such as age, gender, and previous on-site behaviour, will almost certainly miss the mark for customers and deliver weak business results. Shoppers’ contexts can change in nano-seconds, even within the same session. This is one of the biggest issues with the customer experience today; it’s not built to evolve. What was considered a great customer experience last week may no longer satisfy a shopper’s needs.

Provide context-based personalisation for a truly personalised CX

Consumers’ demands continuously shift based on their current contexts, and they expect their interactions with a brand or retailer to react accordingly. To provide a truly personalised customer experience, brands and retailers must go beyond what a shopper likes and tap into their current intentions and needs.

Master 3 things to achieve hyper-personalisation

Here are three things you need to master to achieve hyper-personalisation:

1. Listen to the product, not the person: To avoid irrelevant demographic-based recommendations, forget the person, and focus on the products they view, click on, and purchase. Within your product metadata lies a wellspring of information about your shoppers’ aesthetic preferences and tastes. A shopper’s age, gender, and past purchases will not necessarily give you the information you need to create the best recommendations.
   
   

2. Use Connected Data to Provide Context-Based Personalisation at Every Touchpoint: Your PPS email recommendations will have piqued their interest, but if your next marketing email offers completely unrelated products, they won’t click. Ensure that your entire omnichannel experience offers context-based personalisation that understands your shopper's needs and preferences.
   
   

3. Leverage Machine Learning to Understand Individual Shoppers' Unique Style and Taste: Unlike conventional solutions, PPS learns about every individual shopper’s unique style and taste by analysing the visual attributes of the items they interact with. This insight functions like a long-time personal shopping assistant who understands exactly what that individual customer is looking for. By leveraging machine learning, you can identify the nuances of a shopper's purchase and provide tailored recommendations.

Conclusion

Hyper-personalisation is the key to providing a truly personalised customer experience. Brands and retailers must move beyond traditional personalisation methods and provide context-based personalisation that understands their shopper's current intentions and needs. By mastering the three things outlined above, you can provide a seamless, personalised shopping experience that delights customers and drives sales.

Originally on LinkedIn. Read it here →