Hyper-personalization: the evolution of the retail journey in 2023

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The use of data in marketing strategies has been on the agenda of marketing professionals for some time now. They have already shown that this is a growing trend, as a way to bring agility and optimization of budget and reach for brands that invest in advertising, thinking about achieving better results, using customer data.

There is a constant search for improvements in data management systems, which are also known as CRM (Customer Relationship Management) , which generally refers to “customer relationship management”. Contrary to what many people think, the term is not as new in retail as it may seem.

One way to better explain and conceptualize what this would mean in practice is to mention the notebooks that salespeople used to write down customer data. The data collected was very valuable, such as name, telephone number, address, which products were purchased, which ones the customer was most interested in, which ones they didn't like, etc.

This process helps to better understand each individual colombia whatsapp data group of individuals who share the same habits and tastes, making it easier to offer a type of product that certainly has a greater chance of being sold than others.

CRM systems are an evolution of the salesperson's notebook, as they have the same objective. The difference is that they are now automated and are always concentrating data, which through artificial intelligence offers brands the possibility of having personalized contact with customers from this database that is built as more data is added.

The importance of CRM
One of the advantages of CRM is that it offers the possibility of having a greater understanding of how the customer acts, that is, it offers the power to know your audience and, through segmentation, speak to the individual at exactly the right time, creating targeted communications.

Within an e-commerce , for example, it is possible to identify whether a person has accessed a product category but has not made a purchase and thus launch a campaign with products from that category, increasing the chances of a conversion. Another situation is when the customer is engaged, has a purchase history, but has not made a purchase in over 60 days, giving space for a campaign with the message “we miss you” and offering special offers.

That's why this tool is so important. It helps to work more with each person's individuality, creating a dialogue between the company and the client, in a more intimate way that brings good results.

This is expressed in the data collected by DMA ( The Direct Marketing Association) , where more than 75% of the revenue generated by email marketing comes from personalized emails for each customer and sent automatically.

Say Goodbye to Traditional CRM
Traditional CRM, as it was known until then, offered the possibility of analyzing data over a period of three months, for example. It's already a good thing to be able to understand consumer habits over the last 3 months, it already provides good insights and greatly helps in marketing strategies, right? There's no denying it.

The fact is that this is now changing. Of course, the core concept does not change, but it does become more agile and customizable, since the processing and availability of this data will occur in real time, allowing for data from hours rather than months ago. Before, we observed the performance of data from 3 months ago, but now it will be possible to analyze the performance from 2 hours ago. Can you imagine how great that would be?

This is why CRM is part of the hyper-personalization that is beginning in retail. Let's understand a little better what this means and what this change will do to the market and the way in which data from customers themselves is used in favor of the business.

Hyper-personalization in retail
Retail has undergone many changes over time. In the beginning, even before the internet became the digital storefront it is today, communications between retailers and customers were conducted through leaflets, radio, TV and other formats that are part of traditional media.

Who hasn't seen those commercials from Casas Bahia and Magazine Luiza announcing various promotions, saying that the store would open at 5:00 in the morning? Well, that's all in the past. With the popularization of internet access and Web 2.0, e-commerce began to emerge and quickly became popular. Today, many prefer to buy something online and have it delivered to their home, without having to travel. Convenience won over the public and Web 3.0 will greatly intensify this.