Challenging times for Retail
The ability to communicate effectively and excitingly with a diverse, global audience is both a challenge, and an opportunity for marketers and brands. Traditional retailers struggle to stay relevant as big e-commerce companies reshape the marketing landscape. Many retailers sell similar products, which makes it difficult to stand out amongst the crowd without solely competing on price. The new generation of retailers embraces personalisation to drive customer engagement and growth.
Consumers are more selective in the content they want to see and engage with, making it vital for companies to create messaging and offers that resonate with the individuals.
That is why it is important for businesses to look beyond traditional marketing practices and embrace personalisation.
Customers expect personalisation
Customer demands have evolved significantly since the rise of personalisation in marketing, shaping retail marketing strategies. Customers have become more aware of the value their data holds, and want companies to handle their information with care and transparency. In return, they expect to get meaningful value in the form of, for instance, personalised recommendations, exclusive discounts or tailored shopping experiences.
Consumers value offers and promotions that feel relevant and timely, and in alignment with their interests and purchasing behaviours. This is valued much more than generic, “one-size-fits-all” marketing that does not resonate with today’s customers. When personalisation is done correctly it can boost customer satisfaction and loyalty to the brand.
In short, personalised marketing has become a key aspect of retail marketing.
Embrace personalisation to drive customer engagement and growth
The truth is, personalisation has become a necessity in marketing. Content is fundamental to a brand’s identity, engagement and customer loyalty, so it is vital that the content that is produced connects with your audience. Consumers expect more than just generic content and instead want meaningful interactions with brands that understand their personal taste. In 2025, the focus is shifting from the customer experience to improving quality content and relevance as well as building brand awareness. This makes the goal clear: deliver compelling stories and tailored messaging at the right moment. If this is done correctly, hyper-personalisation boosts customer loyalty and drives business growth.
How personalised communication to different target audiences and personas lead to growth
Marketers can fuel growth and engagement through personalised communications by leveraging these five key elements:
- Data: A deeper understanding and insights of customer behaviour and needs through data, is the foundation of personalisation. The more insights marketers gain, the more tailored and effective their strategies become.
- Decisioning: AI models can help to improve decision making processes by predicting the likelihood of purchasing based on promotions, assessing customer engagement and impact based on customer responses on specific content.
- Content generation at scale: Generative AI modernises content creation and management, enabling automated content generation towards target groups and personas automated, at scale, and on brand, which makes it easier to personalise and be consistent throught the customer journey and across different platforms and content format.
- Distribution: AI optimises message delivery by supporting a company’s website and email, and interoperability across multiple platforms. This ensures that the right audience, will receive the right message in the right channel at the right time.
- Measurement: With the help of AI, marketers can implement systems to collect data, generate actionable insights and create continuous improvements.
Targeted promotions allow brands to stand out from competitors. With AI-driven technology, marketers can:
- Identify the ideal offerings and delivery times through the use of algorithms.
- Distribute advertisement across websites, apps, emails and text messages.
- Providing real-time, personalised and updated recommendations based on customer activity.
By leveraging AI and hyper-personalisation, brands can create compelling, relevant experiences that foster deeper customer connections and drive long-term growth.
Evolutionised Marketing
Breaking Barriers in Personalisation
While hyper-personalisation is gaining popularity, many marketing teams struggle with several challenges:
- Increased content demands: Teams are expected to create more content with fewer resources due to budget cuts.
- Difficulty in personalising at scale: Managing personalised content for a larger, diverse audience is resource-intensive and can be technically challenging
- Limited personalisation capabilities: Marketing systems and working with outdated tools can limit the ability to effectively tailor content which reduces relevance and engagement.
Personalised Marketing
As personalisation in retail continues to grow, retailers strive for automation, scalability and brand consistency. This is where Solarplexus comes in.
Solarplexus helps businesses navigate the difficulties of personalisation by seamlessly integrating different AI technologies together into one system. Our approach ensures that marketing efforts remain automated, scalable, on-brand, uses the right language, and tailored to specific target groups and personas.
To tackle the next phase of personalised, retail marketing, two cutting-edge AI solutions play a crucial role:
- AI-Driven Targeted Promotion – By analysing consumer data and segmentation, AI algorithms can craft highly targeted promotions aligned with different customer life cycle stages—from new customers to engaging existing ones. This enables businesses to optimize their offers and promotions for maximum impact.
- Generative AI for Content Creation – Personalised marketing at scale requires compelling and relevant messaging. Generative AI allows businesses to create custom content that aligns with different audience segments, adjusting tone, imagery, and overall messaging to enhance engagement and conversion rates
By combining both technologies, retailers can build deeper relationships with customers through personalised interactions. Solarplexus supplies businesses with AI-driven marketing tools ensuring personalised content, automated, at scale and on-brand. Our technology creates personalised marketing materials and content based on real-time user data while adhering to strict brand guidelines. The result? Scalable, impactful, and truly personalised marketing that resonates with consumers and drives growth.
The Future is Personalised
As we continue to move deeper into the digital marketing era, AI-powered personalisation is no longer an option, it’s a necessity. Brands that embrace AI-driven personalisation will build stronger customer connections, drive growth and stand out in an increasingly competitive market. The future of marketing no longer lies in mass, traditional communication, but instead turns to delivering personalised experiences at scale and on-brand. Fostering customer loyalty, driving sustainable growth and embracing this evolution with open arms will set brands apart.
More about this:
Unlocking the next frontier of personalized marketing | McKinsey
