Abhishek Shetty on Hyper Personalization to Induce Purchase, Omni-channel Marketing & Hyperlocal Strategy for Celio
What does hyper-personalization mean ? How it is done and why do marketers consider it an effective strategy?
How do we apply hyper-personalization for fashion retail and entertainment ?
What were key aspects of the marketing strategy in making Celio ( a French menswear brand) ‘One of the Most Promising Brands at ET Promising Brands Awards?
Abhishek Shetty answers the above questions and more as he takes us on a journey of explaining how marketing campaigns should influence human behaviour. Abhishek currently leads the Brand, content marketing and communications piece at Sony LIV.
Abhishek believes that the ultimate goal of any marketing campaign is to influence human behavior. He is a huge fan of neuroscience. He believes that right personalized marketing messaging fundamentally takes advantage of individuals’ heuristics, their intuitions, their rules of thumb, their impulses, their myopia, and their laziness... to drive conversion and induce purchase or consideration.
Abhishek believes that the core idea behind hyper- personalization is to use the concept of familiarity. Unconsciously we give preference to things and people we are familiar with.
So how does this play out in the world of consumers. There are two basic concepts
1. Cognitive fluency: Our brains are lazy and that plays a role in purchase decision making! Simplicity becomes key to conversion. Essentially the more we are exposed to something the more likely we are to develop a preference to buy it.
2. Habit Loop: When you’re a habitual Amazon user, it’s unlikely that you’ll purchase elsewhere. Even if the product you’re looking for is available, you’ll check (and prefer to convert via) Amazon because it’s familiar, it’s safe.
The proliferation of digital channels through which people interact with brands – social, text, email, voice or chatbot – has created a perfect storm for those mastering customer service. The challenge is how do you gather all the information together and have a “single source of truth” on the customer?
Abhishek talks about his stint as marketing head at French menswear brand Celio. The challenges were steep, many international brands had taken on Indians’ consciousness - like Zara, H&M. The audiences were diverse; millennials as well as more mature ones with drastically different attitudes to international brands ; residing in a Patna (tier II and tier III towns) as well as a Mumbai. So it was important to distinguish between segments seeking Badge value vs Seeking product quality vs Seeking trend/Fast fashion
Since it was fashion retail it was important to create a distinct visual identity. It was also important to live the marketing promise across the value chain and use Omni-channel marketing and Hyperlocal marketing. Abhishek emphasized on how stepping up consumer engagement was achieved through various means including gamification .