Hyper-Personalisation
Author Dan Harfield
Ever felt like a brand really gets you? It isn’t by accident.
With 71% of consumers now expecting personalised experiences, and a further 76% becoming frustrated when they don’t get them, a growing cohort of brands are going the extra mile to make each customer feel valued – and it’s paying off.
In 2024, consumers say they will spend more with brands who offer a personalised service. On the flip side, brands who ignore the demand now risk losing swathes of their customer-base.
The stakes are high, and the rewards, tangible.
So, who is leading the charge in hyper-personalisation?
Sephora - The Personalisation Pioneer
Sephora stands out for its omni-channel personalisation, seamlessly integrating online and in-store experiences. Through its app, Sephora offers bespoke beauty consultations and leverages customer data to provide personalised product recommendations. Its loyalty program, rewarding the most engaged customers with exclusive perks, underscores the brand’s commitment to personalisation. Clearly, their investment has paid off as today, with loyalty members generating 80% of total transactions.
Freeletics - Customised Fitness for Every Individual
Offering workouts and coaching via AI, Freeletics mimics the experience of a personal trainer at a fraction of the cost. However, this user-centric app goes beyond workouts, offering nutritional guidance, motivational content, and community support for a comprehensive fitness journey. Standing out in the crowded fitness app market isn’t easy, but Freeletics have risen to the top by leveraging hyper-personalisation and fostering a community around their offerings, evolving from a mere app to a holistic wellness partner.
Netflix - The OG Personalisation Champion
On the surface, Netflix offers the same proposition as all streaming services: a boatload of bingeable content available through a neat subscription service. But look closer and you’ll see a clear competitive advantage. Since day one, Netflix have championed personalisation, leveraging sophisticated algorithms to present each user with a tailored content lineup. In doing so, they make sure that every recommendation is closely aligned with user preferences, reducing the time-frame to finding the perfect film or TV show.
Care/Of - Tailored Health and Wellness
Founded in 2016, Care/Of has quickly established itself as a leader in personalised health. By offering a detailed online questionnaire, the company crafts custom vitamin regimens that cater to individual health goals and needs. When it comes to innovation, Care/Of moved quickly, adopting AI to virtually test and hone vitamin offerings – research which would be time-intensive and costly to replicate clinically. This approach emphasises precision and trust, setting Care/Of apart from generic alternatives.
Hyper-personalisation is one of the key pillars in a seamless, omni-channel experience. Whether through beauty, fitness, entertainment, or health, the brands that excel in this area are setting the pace for the future, proving that personal touch is more than a luxury – it’s a necessity.
Inspired?