Driving the Next Wave of Retail Sales: Data-Driven, Hyper-Personalized Customer Experience

Driving the Next Wave of Retail Sales:  Data-Driven, Hyper-Personalized Customer Experience

The next big trend in data-driven personalization is the move to hyper-personalization, where the leverage of AI, together with DCO (Dynamic Creative), allows for a one-to-few promotions and messaging strategy. This is dependent on more granular data sets being leveraged within the retailer's data lake, not only from a customer data perspective but also from a myriad of other data sources, including promotional data, product data, product meta-data, local inventory data, and pricing data, amongst others. Hyper-personalization will then be applied on an omni-channel basis to deliver one-to-few messaging where the customer is in their day-to-day journey, across CTV, audio, DOOH (Digital-out-of-home), in-store media, social media, display, video across mobile devices and web.

Key in this strategy is to leverage PII (Personally Identifiable Information) in a responsible and secure manner, both through the use of secure data solutions, such as Clean Rooms, and by ensuring all 3rd party partners adhere to appropriate data governance protocols. In addition, avoiding one-to-one messaging and offers to consumers, removes exposure to customer dissatisfaction and privacy concerns. One-to-few drives sufficient relevance and compelling offers to customers, while applying a degree of aggregation to customer data. This, in turn, delivers on the ultimate goal of hyper-personalization in driving incremental sales for retailers, typically in-store.

Paul Prior

COO, Undertone

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