Personalization is now an essential part of any eCommerce strategy that the term itself is in danger of becoming redundant. Its existence is now considered a given for any business with designs on acquiring, retaining, and engaging online consumers. Suppose you’re not offering a personalized user experience with content tailored to the needs of your customer or prospect. In that case, you’re likely to lose them to a competitor who is doing precisely that.
But as personalization becomes the norm, and with so many online retailers scrambling for the coveted attention of consumers in an increasingly crowded space, the simple concept of personalization is no longer enough. Those once seemingly cutting-edge techniques (including a prospect’s first name in an email, for example) are old hat, replaced with an ever-more dynamic, highly-adaptable approach that takes design, UX, and digital marketing to a higher level, and can turn that casual consumer into a devoted (and big-spending) brand advocate.
That’s where ‘hyper-personalisation’ comes in. Unlike its more elementary predecessor, this supercharged version of personalization operates on the premise that artificial intelligence (AI), machine learning, and real-time data can be leveraged to create a user experience that is more bespoke, more exclusive, and, ultimately, more relevant to your target consumer, advancing your engagement strategy and driving that all-important customer loyalty.
If your online business has still not caught up to this notion (or you’re unsure of how to implement and develop a robust hyper-personalization model successfully) then read on, as this article outlines the steps needed to tap into the potential of AI-led, data-driven content for maximum engagement and growth.