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

by Moises Hamui August 23, 2023

Hyper-personalization is a marketing strategy that combines artificial intelligence (AI) and real-time data to design products, services or content that are tailored to the customer and are highly detailed.

This means that we seek to provide the user 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 hyper-personalization 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 by groups or audiences with characteristics. Similar.

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 hyper-personalization strategy are:

The data : a large amount 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 : It is used to process data and generate insights that allow creating offers, messages and personalized content for each client.
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 : It is used to learn from data and continually improve hyper-personalization, adapting to customer changes and preferences.

What are the advantages of hyperpersonalization for business?

Hyper-personalization 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 the business are:

It allows you to offer a better experience to the customer, by showing them what they really want and need, and avoiding saturating them with irrelevant or generic information.
It helps omnichannel, by connecting data obtained on different platforms and devices, and offering real-time solutions to the customer.
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 only targeting potential customers.
Reduce the time spent with actions on each client, by automating the sending of personalized messages and content, and adapting to client changes and preferences.
Facilitates customer loyalty by creating unique and personalized experiences and strengthening the relationship with the brand.

Examples of hyperpersonalization

Specialized advertisements on social networks , which show products or services according to the user's profile and interests.
Automated emails , which are sent at the right time and with the right content for each customer, according to their stage in the sales funnel.
Recommendations of products or content 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.

What 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 you personalized content and suggest new series or movies that you might like. In addition, Netflix adapts the design of its interface and the posters of its productions according to the profile of each user.
Spotify : The online music service uses artificial intelligence to analyze each user's musical tastes, songs listened to and playlists to create personalized lists, such as Discover Weekly, Release Radar or Daily Mix. Additionally, Spotify offers personalized statistics on each user's music consumption, such as Spotify Wrapped.
Amazon : The e-commerce giant uses artificial intelligence to offer product recommendations based on the purchase history, searches performed, and items viewed by each user. Additionally, Amazon uses augmented reality to allow users to try 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 spending habits, location and the weather. Additionally, Starbucks uses augmented reality to create interactive experiences in its stores, 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 enhancing 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, at MHA you will find the solution you need. Schedule a call.