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Personalization 2.0: Real-time, Contextual, and Intent-Driven

Syed Munshi

Retail Domain Consultant, TCS Optunique™

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Enhance consumer engagement through AI-driven personalization

Driving hyper personalized customer experiences is still a moving target for most retailers. Despite expanding budgets on acquiring leads, massive ad campaigns, and investments in personalization capabilities across channels, retailers are struggling to drive consumer engagement and earn loyalty. That’s because most retailers still rely on antiquated parameters such as demographics to craft their personalization and customer retention strategies.

Satisfying customers in real time requires a deep understanding of their individual preferences to serve their immediate needs and aspirations. While demographics will always have a place in the personalization playbook, the brands that understand and respond to intent are better positioned to drive superior consumer engagement.

This paper stresses on the need to adopt an intent-based, AI-driven personalization framework to drive personalized customer experiences and enhanced customer lifetime value (CLV).

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