4 min read
This time it’s personal: How Hyper Group is using data to connect consumers and brands
The company believes that this expectation has been driven by a combination of ubiquitous access to information, social interaction, and commerce via internet-enabled devices. That’s in addition to companies such as Amazon and Google serving up products and services with increasing speed to set a standard that all brands are now judged against.
We spoke to Pete Denby, director at Hyper, to find out more.
What problem are you trying to solve?
Pete Denby: As the American writer Dale Carnegie famously said, “A person’s name is to that person, the sweetest, most important sound in any language.” This sentiment really encapsulates the problem we’re trying to solve.
Consumers want brands to recognise them as individuals and to engage in human ways which recognise previous conversations and transactions. They also want them to demonstrate their knowledge of themselves in order to recommend products and services that precisely meet their needs.
When that happens, customers stay loyal to brands. Look at Netflix for example: they personalise every element of the customer experience and estimate that “the combined effect of personalisation and recommendations save more than $1bn per year”.
Most brands really struggle with personalisation though. Think about your own interactions with the companies you buy products and services from, be that your bank, energy provider or the shops you regularly visit in person or online. When was the last time you felt the warm glow of a personal experience that you told your friends all about? Most people simply can’t recall one.
What products or services do you offer?
We use data science and technology to personalise each and every interaction between a brand and its customers. For example, the products that you’re shown on a fashion website, the order in which holidays are displayed from a travel company or the pricing and promotions used to give you a great deal.
We also help brands to personalise customer experiences in physical locations too. For example, showing relevant products and helping customers to find their way to them in stores or helping financial services staff to resolve problems or talk about complementary products when face-to-face with a customer.
What makes you better (or different) to your competitors?
We feel that a package of three factors separates us from the competition. Firstly, companies with existing data-driven personalisation offerings focus exclusively on-line. Given that around 80% of retail, for example, is still based in physical stores, there’s a sizeable gap. We help brands personalise across all physical and digital touchpoints with the customers.
Secondly, we use a proprietary combination of data science techniques and technology to deliver our personalisation products and services. And third, we have a mixture of experience from across the key areas of major brands, data, and tech companies and agencies that are rarely seen in one business. Also, we’re all passionate about understanding consumer behaviour and using that insight to personalise customer experiences.
What’s it like being a tech company in Leeds?
Leeds has a vibrant startup scene, lots of collaboration and a wide range of meet-ups, events, and platforms for learning to get immersed in. We also have Leeds Digital Festival, the UK’s largest tech-focused event, running for two weeks in spring. Last year we had around 250 events and over 20,000 visitors, which is phenomenal. The best bit about it is its openness, which I think reflects the city of Leeds. Anyone can put on an event for free or minimal cost, which is the opposite of any other tech-focused festival I’ve come across.
What’s on the horizon for your company?
We’re continuing to invest in the development of our product set while delivering a range of engagements covering data strategy consulting, hands-on data science projects and indeed tech product implementations.
We’re particularly excited about a collaboration we have with Market Gravity, a Deloitte company. We’re residents in The Walk, a space set up to conduct physical retail experiments that are aimed at improving the customer experience. By combining our data science and personalisation expertise with storytelling, digital content and a range of other assets brought to the table by our fellow residents, we’ll bring some great innovations to our clients.
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