E-Business
Unleashing the Power of Hyper-Personalisation can Elevate CX through Tailored Engagement
By Boris Maric, Senior Customer Growth Executive at Infobip
Hyper-personalisation has revolutionised customer engagement by tailoring experiences through data analysis and thus enhancing the Customer Experience (CX) – from in-store to in-app – by enabling retailers to create immersive encounters aligned with preferences.
Boris Maric_Senior Customer Growth Executive-Infobip
However, despite market research showing that well-suited messages can make or break a brand’s image, with more than 60% of surveyed online shoppers stating that brands delivering non-personalised content would lose their loyalty, only a small percentage of retailers currently use hyper-personalisation at all.
Thus, with the shopping season about to come into full swing with Black Friday next month and the festive season thereafter, many retailers should strongly consider moving away from one-way bulk communications, such as SMS, to promote their deals.
Understanding the behavioural patterns of customers is key to creating an engaging retail experience, whether in-store or in-app. For example, for customers using an ecommerce app, retailers can leverage past purchases and preferences to navigate the user to a specific product page that might be of interest to them.
Similarly, for in-store engagement, brands can use geolocation and trigger a welcome message once a customer has engaged with the store in some way, and then guide them to relevant promotions and discounts based on history and the preference that they selected while browsing the retailer’s website or the app.
Triggering actions
To achieve real hyper-personalisation, retailers must ensure that they tailor all product recommendations and promotions to specific customers’ preferences and needs, with the goal of triggering certain actions by the consumer.
Retailers should consider deploying a Customer Data Platform (CDP), which should serve as the cornerstone of hyper-personalisation by centralising customer data and analysing customer behaviour patterns. This allows organisations to develop an understanding of customer interaction history and allows them to tailor marketing campaigns that only include the products based on past purchases or those the end user has expressed interest in.
Essentially, a CDP allows retailers to easily segment its customer base and preferences, enabling it to trigger actions and push effective promotional campaigns using any type of channel that is preferred by the end user customer.
Technologies such as Artificial Intelligence (AI) and Machine Learning (ML) have also emerged, playing a crucial role in driving hyper-personalisation. A lot of advancement has been witnessed in the areas of AI and ML, especially in terms of AI-driven chatbots. AI has the capability to effectively analyse the vast volumes of data collected by retailers and recognise the patterns within this data.
Enhancing the entire CX
Ultimately, AI enables retailers to push the products that are of interest to the customer instead of just offering generic items. It is all about tailoring solutions to enhance the entire CX and thus retain and attract new customers.
However, there are several challenges that retailers should be aware of when implementing hyper-personalisation strategies – mostly revolving around data. While organisations are typically able to collect huge amounts of data about their customers, they have to ensure that they can effectively analyse it and use the insights to enhance the customer journey. Hence businesses must always ensure that the data they collect is accurate and that it gets updated regularly to ensure it remains current.
Hyper-personalisation has the potential to enhance customer loyalty by creating memorable experiences, and while different approaches and options exist, the success of a hyper-personalisation strategy will largely depend on a retailer’s ability to effectively use data to send out the right message, at the right time and via the right channel.
Nigerian Postal Service (NIPOST) is in Intensive Care Unit (ICU) and needs urgent reforms to revive it, according to Isaac Kekemeke, board chairman of the service.
Kekemeke, who spoke at a workshop organised for NIPOST staff in Abuja yesterday, added that it is now time to go the whole hog to reform and make NIPOST fulfill its destiny to compare and compete favourably with multinational postal agencies.
“The approach may not be palatable at all times but we need to take the tough but necessary decisions to exit the intensive care unit. We are either out of ICU in good health or head for the morgue. NIPOST either functions effectively now as a commercialised state operator or gets privatised, so that myself, the PMG, and a good number of you risk the loss of our jobs,” the chairman said.
No doubt, he added, “Change is not always easy as many loathe change because of the uncertainty it brings but it is in my place to urge you all to embrace the change we advocate.”
The Internet Society’s six-month Fellowship Peering program continues to help make internet access affordable, dependable, and resilient. The program, according to the global charitable organisation, is targeted for fifteen professionals in the peering and interconnection sector.
“It offers a unique opportunity to build the skills, knowledge, and networks necessary to improve local Internet infrastructure and policy,” according to the site’s description.
The fellowship participants will participate in a comprehensive curriculum that includes virtual training sessions, collaborative forums, and technical and advocacy-based instruction on routing, Internet Exchange Points, and policy.
The fellowship culminates in attendance at a global peering event, which provides direct experience and networking opportunities with important voices in the Internet community.
The fellowship enhances participants’ impact in their particular nations by developing engagement with seasoned professionals and boosting regional and global collaboration. The program invites fellows to return to their communities prepared to expand interconnectivity, improve policy conditions, and make a meaningful contribution to the development of the Internet ecosystem.
Applicants must have at least three years of Internet experience and be based in Latin America and the Caribbean, Africa, or Asia-Pacific.
Eligibility also required proper travel documentation and availability to attend important events such as African Peering and Interconnection Forum, Latin American and Caribbean Network Operators Forum, or Peering Asia, as well as a commitment of roughly four hours per week over six months.
Socio-Economic Rights and Accountability Project (SERAP) has called for the withdrawal of the amendment of the Nigeria Data Protection Act 2023 because it seeks to regulate the activities of bloggers operating within the territorial boundaries of Nigeria.
The organisation in its letter urged Mr Godswill Akpabio, Senate President, and Mr Tajudeen Abbas, Speaker of the House of Representatives, to “immediately withdraw the repressive bill.”
The titled A Bill for an Act to Amend the Nigeria Data Protection Act, 2023, to Mandate the Establishment of Physical Offices within the Territorial Boundaries of the Federal Republic of Nigeria by Social Media Platforms and for Related Matters among others intends to regulate bloggers, including by requiring all bloggers to register local offices and join recognised national association for bloggers.
Currently, the bill has passed its first and second reading in the Senate.
In the letter signed its deputy director, Mr Kolawole Oluwadare, SERAP asked Mr Akpabio and Mr Abbas “to ensure that any amendment to the Nigeria Data Protection Act promotes and protects the rights of bloggers and other journalists and does not undermine the fundamental human rights of Nigerians.”
It demanded an end to “the imposition of unnecessary restrictions on the rights of Nigerians online and Internet-based content.”
In the letter dated April 12, 2025, the group said, “This bill is a blatant attempt to bring back and fast-track the obnoxious and widely rejected social media bill by the back-door.”
“If passed, the bill would also be used to ban major social media platforms—including Facebook, X (formerly Twitter), Instagram, WhatsApp, YouTube, TikTok, and independent bloggers if they ‘continuously fail to establish/register and maintain physical offices in Nigeria for a period of 30 days.
“Lawmakers should not become arbiters of truth in the public and political domain. Regulating the activities of bloggers and forcing them to associate would have a significant chilling effect on freedom of expression and lead to censorship or restraint.
“Should the National Assembly and its leadership fail to withdraw the bill to regulate the activities of bloggers, and should any such bill be assented to by President Bola Tinubu, SERAP would consider appropriate legal action to challenge the legality of any such law and ensure it is never implemented in the public interest,” the organisation warned.
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