Hyperpersonalization: What it is and how it helps you increase your sales

by Moises Hamui August 23, 2023

Hyperpersonalization is a marketing strategy that combines artificial intelligence (AI) and real-time data to design highly tailored, customer-specific products, services, or content.

This means that the aim is to provide users with an exclusive and personalized experience , based on their tastes, behavior, purchase history and other aspects.

Hyperpersonalization aims to improve customer satisfaction , loyalty and conversion by offering them what they really want and need.

Difference between hyperpersonalization and traditional personalization

The difference between hyperpersonalization and traditional personalization is that the former uses artificial intelligence and real-time data to create unique and relevant experiences for each customer, while the latter is based on segmenting customers into groups or audiences with similar characteristics.

Hyperpersonalization is more individualized, precise and effective than traditional personalization, but also more complex and expensive to implement.

Essential elements of hyperpersonalization

Some essential elements of a hyperpersonalization strategy are:

Data : A lot of data needs to be collected and analyzed about each customer, both demographic and behavioral, to understand their tastes, needs, problems and challenges.
Artificial intelligence : used to process data and generate insights that enable the creation of personalized offers, messages and content for each customer.
The Internet of Things (IoT) : is used to connect smart devices that can collect more data about the customer and offer solutions in real time.
Machine learning : used to learn from data and continuously improve hyper-personalization, adapting to customer changes and preferences.

What are the benefits of hyperpersonalization for business?

Hyperpersonalization is a form of marketing that uses artificial intelligence (AI) along with real-time data to create products, services, or content that is customer-specific and highly granular.

Some of the advantages of hyperpersonalization for business are:

It allows you to offer a better customer experience by showing them what they really want and need, and avoiding overwhelming them with irrelevant or generic information.
It supports omnichannel by connecting data obtained from different platforms and devices and offering real-time solutions to customers.
Increases the conversion rate by generating greater interest, trust and satisfaction in the customer, and facilitating the purchasing process.
Avoid wasting resources by optimizing the use of media and communication channels and targeting only potential customers.
Reduce the time spent on actions with each client by automating the sending of personalized messages and content and adapting to changes and customer preferences.
It facilitates customer loyalty by creating unique and personalized experiences and strengthening the relationship with the brand.

Examples of hyperpersonalization

Specialized ads on social networks , which show products or services according to the user's profile and interests.
Automated emails , sent at the right time and with the right content to each customer, based on their stage in the sales funnel.
Product or content recommendations on websites or applications, which are based on the user's browsing or purchasing history.
Immersive experiences, which use augmented or virtual reality to offer the user a personalized test or simulation of a product or service.

Which companies use hyperpersonalization?

Some companies that use hyperpersonalization are:

Netflix : The streaming platform uses recommendation algorithms based on each user's viewing history, ratings, and preferences to offer them personalized content and suggest new series or movies that they might like. In addition, Netflix adapts the design of its interface and the posters of its productions according to each user's profile.
Spotify : The online music service uses artificial intelligence to analyze each user's music tastes, songs listened to, and playlists to create personalized lists, such as Discover Weekly, Release Radar, or Daily Mix. Additionally, Spotify offers personalized statistics about each user's music consumption, such as Spotify Wrapped.
Amazon : The e-commerce giant uses artificial intelligence to offer product recommendations based on each user's purchase history, searches, and items viewed. Additionally, Amazon uses augmented reality to allow users to try on virtual products, such as furniture or makeup, before purchasing them.
Starbucks : The coffee chain uses artificial intelligence to send personalized offers to its customers based on their consumption habits, location, and the weather. Additionally, Starbucks uses augmented reality to create interactive experiences at its locations, such as the Roastery AR Experience.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.

If you want more information on this topic or are looking for other options to profile your ideal client, you will find the solution you need at MHA. Schedule a call.