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What does hyper-personalisation mean ? 

How it is done and why do marketers consider it an effective strategy? 

How do we apply hyper-personalisation for fashion retail and entertainment ? What were key aspects of the marketing strategy in making Celio ( a French menswear brand) \u2018One 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 on Linkedin - https://www.linkedin.com/in/abhishekshettyisb/ 

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. 

https://www.linkedin.com/in/jasravee/ 

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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 personalised marketing messaging fundamentally takes advantage of individuals\u2019 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- personalisation 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\u2019re a habitual Amazon user, it\u2019s unlikely that you\u2019ll purchase elsewhere. Even if the product you\u2019re looking for is available, you\u2019ll check (and prefer to convert via) Amazon because it\u2019s familiar, it\u2019s safe. 

The proliferation of digital channels through which people interact with brands \u2013 social, text, email, voice or chatbot \u2013 has created a perfect storm for those mastering customer service. The challenge is how do you gather all the information together and have a \u201csingle source of truth\u201d 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\u2019 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. 

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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in