Hyper-personalization in commerce

Michal Stojanov ()
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Michal Stojanov: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2025, issue 1, 20-27

Abstract: Currently, providing a consumer experience in retail prioritizes the use of the hyper-personalization approach. It becomes achievable as an effect of the widespread use of the Internet and smart consumer devices. Through new technologies, businesses can adapt their marketing behavior by directing resources in a way that creates incentives before, during, and after the sales contact with individual focus. The work presents a theoretical summary of the essence of hyper-personalization, its characteristics, and prerequisites for dissemination, as well as a commentary on its successful application in commerce

Keywords: Hyper-personalization; information technologies; commerce; retailing (search for similar items in EconPapers)
JEL-codes: L81 L86 (search for similar items in EconPapers)
Date: 2025
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