Scaling Personalisation in Retail with Messaging and Chat

Personalisation has always been at the heart of good retail. From the shopkeeper who knew every customer by name to today’s global brands, the most memorable experiences have always been rooted in understanding and anticipation.

As retail has scaled—from department stores to ecommerce—delivering that same level of personal attention has become more difficult. But messaging and automation now offer a way to scale that intimacy, not sacrifice it.

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 in an environment with endless options and low loyalty.

But many retailers are hesitant to go fully digital because they fear losing that human touch. There’s a real concern that messaging platforms, chatbots, and AI could feel cold or transactional. The truth is the opposite: when used intentionally, technology enhances personalisation.

It allows retailers to:

• Recognise individual preferences and purchase history at scale
• Deliver proactive, contextual service—automatically
• Combine automation with human empathy where it matters most
  
  

When done right, personalisation improves satisfaction, builds loyalty, and drives revenue. For instance, Decathlon improved response times by 98% while maintaining a 4.5/5 CSAT score on WhatsApp, thanks to Hubtype that helped:

• Ensure customers feel seen and understood, even in digital interactions
• Create proactive touchpoints that anticipate customer needs
• Deliver a seamless blend of automation and human support

Customers received support that felt proactive, informed, and personal—leading to faster resolutions, fewer drop-offs, and higher retention.

‍Delivering and scaling personalised digital experiences in retail

76% of customers say personalisation influences their buying decisions. Yet, meeting these expectations is increasingly challenging as interactions move online. When retailers grow and channels multiply, it becomes harder to replicate the tailored attention customers once received in-store. Messaging-first customer journeys and automation are changing that. Here’s how retailers can deliver—and scale—personalisation with real impact:

Use automation to gather intent and preferences early

Messaging channels like WhatsApp or Instagram DMs enable structured, conversational prompts that collect valuable information upfront. Before a customer speaks to a human advisor, chatbots in conversational apps can ask about preferences (size, style, intent), giving retailers the context they need to tailor product recommendations or support flows immediately.

Route conversations based on behaviour and context

Smart routing tools ensure customers are connected to the right advisor or solution, based on their inquiry, purchase history, or loyalty tier. For example, product returns can be directed to a support bot, while VIP customers seeking styling advice can be routed to a specialist advisor, all within the same messaging interface.

Integrate CRM and order data for richer messaging

By connecting messaging platforms to CRMs, retailers can trigger hyper-personalised interactions. Agents (or bots) can see past orders, preferences, and even in-session behaviour, allowing them to suggest products, offer restock alerts, or proactively resolve issues in a way that feels 1:1, even at scale.

Automate personalised follow-ups and re-engagement

Post-purchase, conversational commerce platforms can automate timely check-ins, product care tips, or upgrade suggestions based on customer lifecycle stages. This builds long-term loyalty through relevant, ongoing dialogue, not just one-off transactions.

How retailers can scale personalisation with WhatsApp

WhatsApp is quickly becoming the go-to channel for customer interaction in retail, and it’s where the stakes are highest for personalisation.

Retailers can no longer rely on email sequences or static web journeys to meet expectations. Instead, they need conversational workflows that:

• Use smart forms and message prompts to gather context
  
  
• Deliver tailored product suggestions or support responses
  
  
• Route complex queries to the right human advisor, instantly

Scaling this requires technology that blends automation with empathy, and that’s exactly where Hubtype comes in.

Hubtype’s solutions to scale personalisation in retail

Hubtype helps retailers scale 1:1 service in a way that’s automated, human, and consistent—especially across high-volume channels like WhatsApp.

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 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 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 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.

Hubtype 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.

Personalisation in action: real-world results

Decathlon: Faster responses, smarter connections

With Hubtype, Decathlon provides real-time product support, store info, and issue resolution directly on WhatsApp, routing customers to the right agent while reducing friction. The result:

• 98% faster response times
  
  
• 4.5/5 CSAT
  
  
• Fewer repetitive handovers and higher agent efficiency

Guess: Digital personal shopping at scale

Guess used messaging and conversational automation to scale its in-store styling experience. By enabling guided journeys and live consultations via chat, it delivered VIP-like support to thousands of customers simultaneously, without losing that 1:1 feel.

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 simplifies these challenges:

• Easy onboarding: the platform's intuitive interface and clear guidance allow teams to start using it with minimal training.
• System integration: Hubtype 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.
  

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

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

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