Hyper-personalisation allows brands to listen and communicate with customers at every touchpoint, which helps predict behaviour so they get what they want, when they want it.
The idea that the retail world is veering towards hyper-personalisation is nothing new.
But what does this hyper-personalisation actually mean? Fundamentally, it is the concept of brands listening and communicating with customers at every touchpoint. This helps predict behaviour so that customers are provided with what they want, when they want it.
Take holidays for instance. Why wait for a customer to proactively enter the holiday market, when data will tell you where, when and what is normally booked? Or even anticipatory shopping – the ability to offer something to consumers without ordering them – something that Amazon has long talked about? Proactive inspiration will allow brands and organisations to target customers rather than wait for them.
However, as the trend accelerates, larger and more established businesses are finding it increasingly difficult to accommodate their customers’ ever-rising and morphing expectations. This has allowed businesses – driven by their need to rapidly gain customers and cashflow – to take advantage of their competitors’ weak underbellies.
Customers are now less loyal to brands than they are to service. So, unencumbered by legacy systems and cultural blockades like red tape and layers of hierarchy, these newcomers have been able to move closer to customers and listen. Amazon, Google and Facebook don’t focus on creating their own products. They’ve all become what they are today by providing incredible services through the effective use of customer data. This is the antithesis of how large companies have long operated, previously choosing to invest in brand equity and product development.
We live in an omnichannel world and the pressure is on for these organisations to transform their business models to accommodate this new way of commerce. But with the rise of customer experience design (CxD), customer mapping, service design and blueprinting, these firms can now identify their friction points and improve their offerings...
…if they’re willing to evolve.