Ep 17 : Hyper Personalisation to Induce Purchase, Omnichannel Marketing & Hyperlocal Strategy for Award Winning Celio India Campaign by Abhishek Shetty

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) ‘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 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/  Subscribe to Jagged with Jasravee on Youtube  https://www.youtube.com/channel/UCUo6M-uODgb7gIEO014XIGg?sub_confirmation=1  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’ 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’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.  Follow Jagged with Jasravee on Social Media  Youtube Page : https://www.youtube.com/JaggedWithJasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee  Instagram : https://www.instagram.com/jagggedwithjasravee/  Podcast Page : https://anchor.fm/jagged-with-jasravee  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