At Emerce Fashion '19, Jelle Stienstra presented the possibilies of hyper-personalisation for fashion


(ˈhaɪpə pɜrsənələˈzeɪʃən – noun)

Using all available information about an individual in order to offer a tailored product, service or solution. Hyper-personalisation goes beyond (1) generic offering and (2) traditional mosaic-like profiling approaches.

Rather, hyper-personalization finds a fitting match between the offering and the unique desires of individuals in dialogue.


Key Takeaways


The key benefit of offering a product, service or solution in a tailored unique way to an individual is that there could be a true match between desire and offer.

The business benefits are that personalisation increases conversion, increases customer’s willingness to pay more, and reduces returns.

UnderstandING ConsumerS

Artificial Intelligence offers different ways of looking at customer behaviours and desires. We consider it crucial not just to look at qualities such as age and basket size of consumers but to understand them on a deeper level. Artificial Intelligence can segment consumers based on their sensitivities and style preference.

Matching & interactivity

While offering consumers a fitting product, service or customer journey, it is essential to engage with them, digitally. Artificial Intelligence driven recommenders can do a pretty good job at presenting the right product at the right time. It is essential to learn from consumer engagement to deepen insights and make better recommendations.

Where to start

Personalisation can be applied throughout the fashion chain. From personalised manufacturing empowered by Industry 4.0 to customisable apparel parts or dynamic customer journeys. The key is to define strategic ambitions and align data sources.

Get in touch and explore how we seek out opportunities.


Curious to re-read the presentation from Emerce Fashion 2019? Download the slides below.