Hyper-personalisation – hyper or not?

Björn Johansson, Supply Chain Manager at Stralfors, who works on trend monitoring and business development with a major focus on digital commerce – believes in hyper-personalisation.


– Compare hyper-personalisation when opening up your Christmas presents from friends and family. Of course, you expect to receive a very personal gift based on who you are. Otherwise, you might get disappointed and even worse annoyed. It´s the same when it comes to communicating on line and in real time, consumers expect a higher degree of relevant messages, said Björn Johansson.

With hyper-personalization, companies can provide the right products, services and content at the right time – personalised specifically to that customer. For Björn Johansson, personalisation (hyper or not) used in the right context should be seen as a "conversation". It's all about relevance.

Companies that are paying more attention to hyper-personalisation are taking communication and the customer experience to a new level - enabling a better customer interaction.

– Companies such as Amazon that do personalisation well have spoiled everyone by building a model entirely around highly relevant communications and recommendations. Amazon have approximately 140 million active customers, but also 140 million shops, since they are able to personalise the shop window in real time as you enter the site. As a consumer I expect that companies will use personalisation intelligently and not waste my time with irrelevant messages, said Björn Johansson.

How can companies utilise the power of hyper-personalisation?

– We as consumers become much more demanding. As a individual we make more than 10,000 decisions each day. With hyper-personalisation, companies can help the customer to make an efficient decision, based on their behavior and their needs. As a consumer, you want to feel appreciated and you wish that your partners and suppliers understand your personal needs. This enables efficient and relevant decision making.

– When enabling hyper-personalisation, the demands on access to massive amounts of data increases while there is also a high degree of need for automation of analyzis and communication in relevant channels. This will be essential for all companies aiming at success within digital commerce.