What is hyper-personalization?
Hyper-personalization is a marketing tactic that uses real-time data, AI, and predictive analytics to deliver tailored brand experiences to customers at scale.
Many brands are already personalizing customer experiences with segmentation and historical data. While this is a great start, hyper-personalization is a much more proactive approach.
Hyper-personalization uses real-time consumer behavior to connect with shoppers according to their latest interactions with your brand, so you’re better able to generate revenue from fleeting opportunities.
What are the benefits of hyper-personalization?
Klaviyo’s 2025 future of consumer marketing report found that 74% of consumers expect more brands to provide personalized experiences in 2025. Hyper-personalization is one of the best ways to exceed—not just meet—these expectations.
When you deliver offers that reflect recent and probable future brand interactions, here’s what you can expect:
Higher engagement and conversions
When content is hyper-personalized, consumers are more likely to engage because they see offers, product recommendations, or messages that matter to them at that moment.
For example, seafood brand Svenfish started segmenting their customers based on the date of their most recent purchase, the number of purchases they made, and their proximity to Svenfish’s new brick-and-mortar shop.
The result: hyper-personalized campaigns drove nearly 70% of their total ecommerce revenue while improving discounting efficiency and reducing the number of customers going 3+ months between purchases.
More repeat purchases and brand loyalty
When customers feel understood and valued, they’re far more likely to develop a connection with your brand and buy again.
For example, beauty brand esmi Skin Minerals achieved a 45% customer retention rate with a hyper-personalized marketing strategy that uses interactive skin quizzes to tailor product suggestions from the start. From there the brand is able to curate a series of replenishment flows and messaging that evolve from simple how-to guides for new customers to time-sensitive SMS reordering reminders and discount codes for seasoned shoppers.
What do you need to make hyper-personalization work?
A strong data infrastructure is the foundation that sits underneath hyper-personalization. Here’s what you’ll need to execute your strategy properly:
Unified customer data
Every interaction a customer has with your brand—whether they browse a product page, open an email, or abandon a shopping cart—is a valuable data point. Collect, organize, and analyze this data in one place so you can leverage behavioral patterns, preferences, and intent to generate revenue and speed up time to purchase.
AI marketing tools
AI marketing tools are how B2C brands can deliver hyper-personalized experiences at scale, for thousands or even millions of shoppers. These tools process massive amounts of behavioral data in real time, identifying trends and making predictive recommendations that change according to new behavior.
As a result, AI can tell when a customer is most likely to engage, which products they’ll find most relevant, and what type of messaging will resonate best in any given moment.
Real-time notifications
Traditional personalization draws on historical data to recommend products and make offers. Hyper-personalization, however, draws on real-time data to capture revenue from fleeting moments.
For example, you may send an in-app notification about a price drop, and that could be the nudge someone needed to buy a product they’ve been eyeing for a long time.
Pre-built integrations
For hyper-personalization to work, your entire tech stack—from marketing automation to customer service—needs to work in sync. Integrations make sure that data can flow between your CRM, help desk, shipping provider, and any other platforms you’re using to acquire and retain customers.
An omnichannel approach
Customers engage with brands on many platforms—they’re constantly moving between email, chatbots, websites, SMS, and in-store experiences. And according to Klaviyo’s future of consumer marketing report, 33% of consumers find that the biggest frustration in shopping the same brand on multiple channels is inconsistent pricing and promotions.
Hyper-personalization is one way to prevent this frustration from happening. This is because the data infrastructure that supports hyper-personalization locks in a cohesive brand experience that, while personalized, looks the same on every channel for each individual shopper.
Web personalization capabilities
Personalizing your website for prospects and customers is one thing, but what consumers are really looking for is a place they can login to see all of their account activity, order history, shipment and delivery updates, and personalized product recommendations based on their behavioral data and any preferential data they give you.
Personalizing your website isn’t enough to account for all of that, but a customer hub is. A tool like Klaviyo’s Customer Hub lets you hyper-personalize the post-purchase experience for a customer, reducing support tickets, increasing time to product value, and growing customer lifetime value.
How a B2C CRM helps power hyper-personalization
A B2C CRM brings together everything you need for hyper-personalization in one place. With unified customer data, brands can send messages that reflect real-time behavior and expressed preferences across all channels and all stages of the customer lifecycle.
Klaviyo is the only CRM designed specifically for B2C brands—which means it was designed to deliver hyper-personalized experiences at scale. With Klaviyo’s advanced AI, segmentation, automation, and 350+ integrations, you can deliver the right message to the right customer at the perfect time—whether it’s through email, SMS, social media, or other channels.
Get started with Klaviyo to launch your hyper-personalization strategy today.