We are living in the era of the evolved consumer, where consumers actively seek information to make informed decisions and don’t place their trust implicitly in brands. Customers are focusing on reviews and ratings as well as turning to influencers and user generated content to make their decisions as to whether or not to purchase from a brand. It’s becoming increasingly harder to differentiate yourself from competition nowadays when the market is becoming more and more competitive. The challenge is that there is always going to be noise no matter the industry, businesses are no longer only competing against customer experience in their own field but also are up against the last customer experience customers had in any sector, so businesses are up against companies such as Amazon, Spotify, Netflix etc.
Andrew Forster at Enteractive stated that “the secret sauce to gain customer affinity is communication and building a one-to-one relationship with customers” on the panel of ‘The Complex Question of Customer Loyalty’ at iGaming Next Malta 2021. The panel talked about how personalisation is the key to acquiring customer affinity and to maximise customer lifetime value and customer retention. Operators in the industry have seen that although the market is becoming more competitive, customer loyalty rates are increasing. Read on to find out more about how to gain a competitive advantage over those in your market pool.
What is hyper-personalisation?
Hyper personalisation leverages real time data to provide more relevant and personalised content, product and services to every customer. It is the more advanced next step in terms of marketing. Hyper personalisation goes a step beyond the inclusion of personal and transactional information like name, title, organisation and purchase history. It utilises behavioural and real-time data to create highly contextual communication that is relevant to the customer.
Why use hyper personalisation?
Businesses have only a short period of time to make an impression on customers, to be exact only 8 seconds. To stand out from the crowd your communication needs to be clutter breaking. Hyper personalisation can help your brand stand out from the crowd and increase engagement and conversions.
How Loyale can help
Loyale collects data about users at multiple points, such as user attributes, purchase data, and behavioural attitudes. Users can identify events that will act as triggers to execute custom notifications and campaigns. Loyale’s back office amalgamates all user purchase behavioural data and makes it possible for companies to assess customers on a singular basis and trigger/notify them accordingly. Take a look at our trigger section to find out more.
Where Loyale is heading
International top brands have moved past hyper personalisation and are using predictive personalisation with the help of AI. This is where Loyale could potentially head with the implementation of AI the possibilities are endless as well as the amount of personalisation.