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Hyperpersonalization for Omnichannel Success

Turning prospective customers into loyal customers

How Channel Design Is Revolutionizing E-Commerce
Customer Experience
Artificial Intelligence

Hyperpersonalization is currently a hot topic in corporate marketing. It combines artificial intelligence with customer and product data to create individual and personalized customer experiences across different channels. In our blog, we show you how you can use personalization in channel design to create digital wow moments and successfully turn prospective customers into loyal customers of your brand.

Review: AI in Pim Meets AI in Channel Design

In a previous blog article we have already discussed the importance of artificial intelligence for personalization in Product Information Management (PIM) discussed. We discovered that a PIM platform offers the ideal environment for making the most of AI functions in e-commerce. By integrating external AI functionalities and services into your PIM system, you can meet the needs of your customers: AI helps to enrich product data and optimize it using image analysis or video generation, allowing you to achieve a personalized customer approach on a previously unimagined scale. The personalized product data must be played out on all relevant channels so that your customers receive the right data and information at the right time and in the right place. This is where your company's marketing can focus on hyper-personalization with the help of artificial intelligence.

What Is Hyperpersonalization?

Hyper-personalization is a marketing strategy for customizing the shopping experience of each individual customer - tailored to the brand's message. By intelligently analysing customer data and behaviour using AI, companies can make individual recommendations, provide tailored offers and place personalized advertising. This innovative approach not only enables a unique shopping experience for customers, but also an increase in conversion rates and sales as well as the development of long-term customer relationships for companies.

What Is the Importance of Hyperpersonalization in Channel Design?

The importance of hyper-personalization in channel design is enormous! Nowadays, customers expect to be reachable around the clock on all channels, including landing pages, online stores, social media channels, and mobile apps. Today, prospective customers pass through up to 10 channels on average during their shopping trip. In omnichannel retail, companies, therefore, benefit in particular from the integration of artificial intelligence. AI supports the display of data by processing existing content in the backend, e.g. in a customer data platform (CDP) or a Customer Relationship Management (CRM)combined. Data on click paths and user behavior contribute to the ongoing personalization of channels. Therefore, the more data available, the better the design can be adapted to the interests of the channel visitor in all relevant channels through hyper-personalization.

Hyperpersonalization to Strengthen Customer Loyalty

Even if prospective customers have already become buyers and customers through personalized channel designs, the possibilities of personalization for your company have not yet been exhausted. After all, it's not just e-commerce that can benefit from hyperpersonalization. In addition to pure retail activities, digital commerce also includes advertising, reactivating existing customers and rewarding and strengthening regular customers.

We have distinguished between e-commerce and digital commerce in this blog article.


In modern digital commerce, companies must therefore place their customers at the heart of their activities - from start to finish, from product range planning to customer loyalty programs. Hyper-personalization can take place with customer rewards and bonus programs that are based on the individual preferences and shopping habits of customers. It is also possible to dynamically adapt loyalty programs to user interactions and customer feedback. Such cross-channel personalization is a real game changer for marketing, e-commerce, and data specialists in retail and pays off in terms of competitiveness, in-depth customer understanding, and long-term customer loyalty in digital commerce.

Use of Generative AI for Improved Data Quality

In theory, the potential of hyper-personalization for successful campaigns with satisfied customers and high-quality conversions is as diverse as the selection of channels themselves. At the same time, companies face major challenges in data management, as practice today is often characterized by insufficient, incorrect or outdated data in various places. However, a prerequisite for the personalization of channels and campaigns is the targeted analysis of extensive data, which makes customer interactions traceable and marketing workflows more efficient.

Typical sources of customer information and data in digital commerce are

  1. The Customer Relationship Management (CRM) as the foundation for analyzing and evaluating customer information
  2. The Customer Data Platform (CDP)to also analyze customer interactions of anonymous customers and to efficiently manage and use the collected data

Through the use of generative AI customer data from customer data platforms (CDP), customer relationship management systems (CRM) and other customer data sources (e.g. Google Analytics) can be merged and combined with a content management system (CMS), for example, to create personalized front-ends - e.g. a variety of landing pages. Through the support of AI assistants from leading hyperscalers such as the Microsoft 365 Copilot this data can be used for intelligent and detailed customer journeys for specific target groups, allowing companies in digital commerce to react more flexibly to omnichannel presence.

Three Best Practices in the Field of Generative AI for an Efficient Workflow


An outstanding example of hyperpersonalization is creating localized content, such as training videos for international product and sales teams. These tailor-made videos allow companies to scale their marketing and training activities internationally effectively while conserving resources.


Another important aspect of hyperpersonalization is the automated integration of products in the right place within the maintenance or output structure. This classification enables companies to present their products best and offer customers a personalized experience.


Recommendations also play a central role in hyperpersonalization. Companies can increase sales and promote customer loyalty by creating relevant, personalized cross-selling suggestions based on their product range.

Conclusion: Success Factors for Effective Hyperpersonalization

The enormous amount of data processing and generation required for a smooth customer journey in omnichannel retail often exceeds the capacities of conventional specialist departments today. This is where innovative technologies such as AI, generative AI, and hyperpersonalization in channel design can provide support. For this to work smoothly, the following factors should be taken into account:


  • Maintenance of high-quality product and customer data for meaningful analyses
  • Robust interface management for smooth data exchange between different systems
  • Clearly defined concepts for enriching channels with information and uniform tonalities for consistent communication
  • Implementation of a leading system such as CMS or PIM for the delivery of hyper-personalized content
  • Establish internal guidelines for the responsible use of generative AI to build trust with customers and comply with ethical standards.



If you want to find out what potential you have regarding channel design and hyper-personalization and what initial steps you can take to prepare your digital basis for hyperpersonalization, we will be happy to advise you.

Your Partner for Digital Commerce

Digital commerce describes electronic commerce through digital channels such as online stores, marketplaces and mobile apps. This modern form of commerce enables companies to offer their products globally. With digital commerce, companies can expand their product range, address new target groups and implement innovative sales strategies to increase their success.

Arvato Systems stands for innovative solutions in the field of digital commerce. With in-depth industry knowledge in retail and the consumer goods industry, we offer customized services that cover the entire process chain. From optimal master data and article management to customized e-commerce architectures and powerful customer loyalty systems - we provide you with holistic solutions for your digital success.

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Written by

Profilbild_LH 1 (1)
Lea Horn
Expert for digital experience
Stefan Blömer
Expert for Digital Commerce