Hyper-personalisation: it’s all about the data

50% of consumers want goods and services that are uniquely tailored to them. This jumps to almost 70% when it comes to consumers who are the most digitally savvy. This makes sense as this group often shops across multiple platforms where tools like Artificial Intelligence (AI) and Augmented Reality/Virtual Reality (AR/VR) create hyper-personalised and intuitive retail experiences. ⁴

Hyper-personalisation can deepen the emotional connection a consumer has with a brand. But, to build a deeper understanding of an individual consumer, brands need to micro-target. They can do this by leveraging real-time and historical consumer data and tools like AI and predictive analytics. Although we’re talking about individual consumers and/or niche cohorts here, with the help of AI, businesses can hyper-personalise at scale. ¹

Gen Z-ing personalisation

For Gen Z (born 1995 – 2009), they expect personalisation, especially since they see buying goods and services as a form of self-expression. Gen Z want custom, immersive experiences and AR, VR and AI can meet this need.

Almost one third of Gen Z are interested in virtual shopping with their friends.
The good news? Virtual shopping is expected to grow by 229%, and virtual shopping with friends is expected to grow by 141% in the next five years.⁵

Customer loyalty trends: are consumers loyal?

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