Scaling Personalisation in Retail with Messaging and Chat

Personalisation has always been at the heart of good retail. For centuries, it was the shopkeeper who knew every customer by name, remembered their preferences, and often had their usual purchase ready before they even stepped through the door. In those days, personalisation wasn’t a strategy—it was the only way to do business.

This personal touch has been diluted as retail has scaled, first to department stores and later to global e-commerce platforms. Many retailers are now grappling with a critical question: can we embrace digital tools without losing the personalisation that defines great customer experience?

This is where the fear of digital transformation stems from. 

Retailers worry that moving to a digital-first environment means exchanging warm, human interactions for sterile algorithms. But what if technology, rather than replacing personalisation, could enhance it? 

Hubtype Advisors addresses this challenge by connecting customers with the most suitable agents, bringing the intimacy of traditional retail into the modern, creating seamless, personalised customer experiences at scale.

‍Delivering personalised digital experiences in retail

The essence of personalisation hasn’t changed—it’s still about making customers feel seen and valued. But the way we deliver it has evolved.

Imagine walking into your favourite corner shop. The shopkeeper greets you by name, knows you prefer fresh bread over pastries, and asks if you need more of that coffee you bought last week. This personal touch reduces churn—it’s not just about the products; it’s the experience.

Today, customers still expect this level of care, with 76% saying personalisation influences their buying decisions. Yet, meeting these expectations is increasingly challenging as interactions move online. Retailers must rethink how they deliver personalised service in a world dominated by WhatsApp, chatbots, and other digital channels.

While this shift may seem impersonal, combining automation with thoughtful human interaction allows retailers to replicate the charm of the corner shop at scale. Technology becomes an enabler, helping brands remember customer preferences, anticipate needs, and deliver tailored recommendations—all through the convenience of messaging apps.

Hubtype Advisors addresses this challenge by connecting customers with the most suitable agents, bringing the intimacy of traditional retail into the modern age and creating seamless, personalised customer experiences at scale.

How retailers can scale personalisation with WhatsApp

Hubtype Advisors combines cutting-edge automation and smart routing technology with thoughtful human interaction, transforming how retailers engage with customers. By integrating seamlessly with WhatsApp, the platform allows businesses to deliver personalisation at scale.

For instance, Decathlon, the world’s largest sporting goods retailer, uses Hubtype Advisors to provide personalised support for its customers on WhatsApp. Whether a customer needs help with a product repair, wants to check store hours, or is looking for recommendations, the system efficiently and securely connects them to the right agent.

How Hubtype Advisors works

From first contact to tailored service

When a customer reaches out via WhatsApp, they’re met with friendly, intuitive prompts designed to gather the necessary information. Are they looking for a product recommendation, checking on an order status, or asking for store hours? Once their needs are understood, Hubtype Advisors uses all the data collected and connects them with the best advisor for their query.

For instance, a customer searching for a new pair of running shoes might be asked about their preferences—trail or road, budget, and preferred brands. Based on their responses and previous inquiries, they’re directed to a curated selection tailored to their needs.

Smart routing for seamless connections

Hubtype Advisors ensures that every customer is connected to the right advisor, whether for styling advice, product troubleshooting, or order support. Decathlon uses this feature to streamline inquiries at its stores, ensuring customers get the help they need without unnecessary delays and the arduous and frustrating process of passing the customer around from agent to agent.

Unified customer profiles

Like a corner shopkeeper who remembers your preferences, Hubtype Advisors keeps track of every customer’s history. This information is centralised and accessible to advisors, so customers never have to repeat themselves.

Scalable personalisation

With automation handling routine queries, human advisors can focus on high-value interactions. This means every customer, whether a VIP or a first-time buyer, receives personalised attention.

Why personalisation matters in retail customer communication

Customers expect more than great products—they expect memorable experiences. Personalisation—the longstanding cornerstone of retail—can be a critical differentiator.

Decathlon’s success with Hubtype Advisors illustrates this point. The platform has enabled the retailer to improve response times by 98% while maintaining a 4.5/5 average customer satisfaction score on WhatsApp. Customers appreciate the convenience and consistency of the experience, which mirrors the personalisation of traditional retail.

Hubtype Advisors helps retailers meet these expectations by:

• Ensuring customers feel seen and understood, even in digital interactions.
• Creating proactive touchpoints that anticipate customer needs.
• Delivering a seamless blend of automation and human empathy.
  

Overcoming the challenges of digital personalisation

Of course, adopting a digital-first strategy isn’t without its hurdles. Retailers must navigate issues like onboarding staff, integrating systems, and ensuring data security. Hubtype Advisors simplifies these challenges:

• Easy onboarding: Teams can start using the platform with minimal training, thanks to an intuitive interface and clear guidance.
• System integration: Hubtype Advisors works seamlessly with existing CRMs and APIs, ensuring a unified view of customer data.
• Data security: Built-in encryption and GDPR compliance protect sensitive information, giving customers and retailers peace of mind.
  

The corner shop, reinvented

Hubtype Advisors doesn’t just replicate the personalisation of the past—it elevates it. By combining the intimacy of one-to-one service with the efficiency of technology, it brings the best of both worlds to modern retail.

Retailers no longer have to choose between scale and personalisation. With Hubtype Advisors, they can have both—meeting customers where they are, understanding their needs, and delivering meaningful interactions that drive loyalty and growth.

The tools may have changed, but the heart of retail remains the same: creating connections that matter.

Ready to reimagine personalisation in retail customer communication?

Personalisation has been the foundation of retail since the beginning, and it’s more important than ever in today’s digital-first world. Hubtype Advisors empowers retailers to honour this legacy while embracing the future.

Don’t let the fear of losing personalisation hold you back. With Hubtype Advisors, you can scale meaningful customer experiences, one conversation at a time.

Ready to scale your customer communications? Let’s talk today!