Fundamentals

Understanding Hyper-Personalization For Small Businesses

Hyper-personalization is more than just using a customer’s name in an email. It’s about crafting individual experiences at scale, understanding each customer’s unique needs, preferences, and behaviors to deliver tailored interactions across all touchpoints. For small to medium businesses (SMBs), this level of personalization, once the domain of large corporations, is now achievable and essential for competing in today’s market. AI is the key enabler, allowing SMBs to analyze vast datasets and automate personalized experiences Meaning ● Personalized Experiences, within the context of SMB operations, denote the delivery of customized interactions and offerings tailored to individual customer preferences and behaviors. efficiently.

Imagine a local bakery. In the past, personalization might have been limited to remembering a regular customer’s usual order. With AI, this bakery can now track purchase history, website browsing behavior, and even social media interactions (with consent, of course).

This data allows them to send targeted email offers like “Happy Birthday, [Customer Name]! Enjoy a free pastry on us!” or recommend new items based on past purchases, such as “We think you’ll love our new sourdough bread, since you enjoyed our rye bread last week.” This moves beyond basic personalization to hyper-personalization ● anticipating needs and delivering value at an individual level.

Hyper-personalization for SMBs means creating individual customer experiences at scale by leveraging AI to understand and cater to unique needs and preferences.

Why Hyper-Personalization Matters Now For Smbs

In a digital landscape saturated with generic marketing messages, hyper-personalization cuts through the noise. Customers are not just bombarded with information; they are increasingly expecting businesses to understand them and cater to their individual preferences. Generic marketing blasts are becoming less effective, and customers are more likely to engage with businesses that demonstrate they value them as individuals. For SMBs, this translates directly into tangible benefits:

• Increased Customer Loyalty ● When customers feel understood and valued, they are more likely to become repeat customers and brand advocates. Hyper-personalization fosters stronger customer relationships, turning transactions into long-term loyalty.
• Improved Conversion Rates ● Tailored offers and content are significantly more effective than generic messaging. By presenting customers with what they truly want and need, SMBs can dramatically improve conversion rates across marketing channels, from email to website interactions.
• Enhanced Customer Lifetime Value Meaning ● Customer Lifetime Value (CLTV) for SMBs is the projected net profit from a customer relationship, guiding strategic decisions for sustainable growth. (CLTV) ● Loyal customers and higher conversion rates directly contribute to increased CLTV. Hyper-personalization maximizes the value each customer brings to the business over time, leading to sustainable growth.
• Competitive Differentiation ● In crowded markets, hyper-personalization can be a key differentiator. SMBs can stand out by offering a superior, more personalized customer experience Meaning ● Customer Experience for SMBs: Holistic, subjective customer perception across all interactions, driving loyalty and growth. that larger competitors may struggle to replicate at a local level.
• Efficient Marketing Spend ● By targeting specific customer segments with tailored messages, SMBs can optimize their marketing spend. Hyper-personalization reduces wasted ad spend on uninterested audiences, maximizing ROI on marketing investments.

Think of a small online clothing boutique. Instead of sending the same generic “New Arrivals” email to everyone, hyper-personalization allows them to segment their audience based on past purchases, browsing history, and stated preferences (e.g., through a signup quiz). Customers who have previously bought dresses might receive an email showcasing new dress styles, while those who have purchased activewear will see promotions for new workout leggings. This targeted approach ensures that marketing efforts are relevant and engaging, leading to higher click-through and conversion rates.

Essential First Steps Avoiding Common Pitfalls

Embarking on the hyper-personalization journey can seem daunting, especially for SMBs with limited resources. However, starting small and focusing on foundational elements is key to success. Here are essential first steps and common pitfalls to avoid:

1. Data Foundation Is Paramount

Actionable Step ● Begin by auditing your existing customer data. What data do you currently collect? Where is it stored? Is it accurate and accessible?

Focus on consolidating data from different sources (CRM, email marketing Meaning ● Email marketing, within the small and medium-sized business (SMB) arena, constitutes a direct digital communication strategy leveraged to cultivate customer relationships, disseminate targeted promotions, and drive sales growth. platform, e-commerce platform, etc.) into a centralized system. Start with basic data points like purchase history, contact information, and website activity. Tools like HubSpot CRM or Zoho CRM offer free versions suitable for SMBs to begin centralizing customer data.

Avoiding Pitfall ● Do not fall into the trap of “data paralysis.” Many SMBs believe they need massive amounts of data before starting personalization. Begin with the data you already have and focus on using it effectively. Prioritize data quality over quantity. Inaccurate or incomplete data will undermine personalization efforts.

2. Define Clear Personalization Goals

Actionable Step ● What do you want to achieve with hyper-personalization? Increase sales? Improve customer retention? Enhance brand loyalty?

Define specific, measurable, achievable, relevant, and time-bound (SMART) goals. For example, “Increase email click-through rates by 15% within three months through personalized email campaigns.”

Avoiding Pitfall ● Avoid vague goals like “improve customer engagement.” Without clear objectives, it’s impossible to measure success or optimize personalization strategies. Don’t try to personalize everything at once. Focus on one or two key areas initially, such as email marketing or website experience, and expand gradually.

3. Choose The Right Tools For Your Needs

Actionable Step ● Start with user-friendly, no-code or low-code AI tools that integrate with your existing systems. For email personalization, platforms like Mailchimp or Klaviyo offer AI-powered features for segmentation and personalized recommendations. For website personalization, consider tools like Personyze or Optimizely (entry-level plans) that offer drag-and-drop interfaces for creating personalized website experiences. Chatbots, like Tidio or ManyChat, can provide personalized customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. and lead generation.

Avoiding Pitfall ● Don’t overspend on complex, enterprise-level AI solutions that are beyond your budget or technical capabilities. Avoid tools that require extensive coding or specialized expertise. Focus on tools that are easy to implement and manage, allowing you to see quick results without a steep learning curve.

4. Prioritize Customer Privacy And Transparency

Actionable Step ● Be transparent with customers about data collection and usage. Clearly communicate your privacy policy and obtain consent for data collection, especially for personalized marketing. Provide customers with control over their data and personalization preferences.

Implement secure data storage and handling practices to protect customer information. Tools often have built-in privacy features; ensure they are properly configured.

Avoiding Pitfall ● Ignoring customer privacy is a major pitfall that can lead to legal issues and damage brand reputation. Avoid being intrusive or “creepy” with personalization. Focus on providing value and enhancing the customer experience, not just collecting data for the sake of it. Always adhere to data privacy Meaning ● Data privacy for SMBs is the responsible handling of personal data to build trust and enable sustainable business growth. regulations like GDPR or CCPA where applicable.

5. Test, Iterate, And Optimize

Actionable Step ● Personalization is not a “set it and forget it” strategy. Continuously monitor performance, analyze results, and iterate on your approach. A/B test different personalization strategies Meaning ● Personalization Strategies, within the SMB landscape, denote tailored approaches to customer interaction, designed to optimize growth through automation and streamlined implementation. to identify what works best for your audience. Use analytics dashboards provided by your chosen tools to track key metrics like click-through rates, conversion rates, and customer engagement.

Avoiding Pitfall ● Don’t assume that your initial personalization efforts will be perfect. Avoid making drastic changes without testing. Small, incremental improvements based on data-driven insights are more effective than sweeping overhauls. Be patient and persistent; personalization is an ongoing process of learning and refinement.

By focusing on these fundamental steps and avoiding common pitfalls, SMBs can lay a solid foundation for successful hyper-personalization strategies and unlock significant business benefits.

Intermediate

Deepening Customer Segmentation For Enhanced Targeting

Moving beyond basic demographics, intermediate hyper-personalization leverages more granular customer segmentation. This involves understanding not just who your customers are, but also their behaviors, motivations, and preferences in greater depth. AI empowers SMBs to uncover these insights and create increasingly targeted and effective personalization strategies.

Consider an online bookstore. At the fundamental level, they might segment customers by genre preference (e.g., fiction, non-fiction). At the intermediate level, they can delve deeper using AI-powered segmentation:

• Behavioral Segmentation ● Analyzing browsing history, purchase frequency, time spent on site, and cart abandonment. Customers who frequently browse sci-fi novels and add them to their cart but don’t purchase could be targeted with personalized ads showcasing new sci-fi releases and limited-time discounts.
• Psychographic Segmentation ● Understanding customer values, interests, and lifestyle. Surveys, quizzes, and social media listening (ethical and privacy-compliant) can provide insights. Customers identified as “eco-conscious readers” could receive recommendations for books on sustainability and eco-friendly living, alongside promotions for recycled paper notebooks.
• Lifecycle Segmentation ● Tailoring personalization based on where customers are in their journey ● new customer, repeat buyer, loyal advocate, or inactive customer. New customers could receive welcome emails with onboarding guides and introductory offers. Inactive customers could be re-engaged with personalized win-back campaigns featuring exclusive discounts and highlighting new products relevant to their past purchases.

Intermediate hyper-personalization utilizes AI-driven granular customer segmentation Meaning ● Customer segmentation for SMBs is strategically dividing customers into groups to personalize experiences, optimize resources, and drive sustainable growth. based on behavior, psychographics, and lifecycle stages for more effective targeting.

Leveraging Ai For Dynamic Content Recommendation

Static content is generic content. Dynamic content Meaning ● Dynamic content, for SMBs, represents website and application material that adapts in real-time based on user data, behavior, or preferences, enhancing customer engagement. adapts in real-time to individual customer profiles and behaviors, powered by AI recommendation engines. This is a core element of intermediate hyper-personalization, significantly enhancing engagement and conversion rates. AI algorithms analyze customer data Meaning ● Customer Data, in the sphere of SMB growth, automation, and implementation, represents the total collection of information pertaining to a business's customers; it is gathered, structured, and leveraged to gain deeper insights into customer behavior, preferences, and needs to inform strategic business decisions. to predict preferences and recommend relevant products, content, or offers.

For an e-commerce store selling coffee and tea, dynamic content recommendations can transform the shopping experience:

• Product Recommendations on Product Pages ● “Customers who bought this also bought…” sections powered by collaborative filtering algorithms. If a customer is viewing a specific type of coffee beans, the system recommends complementary items like coffee grinders, filters, or related coffee blends based on purchase patterns of similar customers.
• Personalized Homepage Recommendations ● Based on browsing history and past purchases, the homepage dynamically displays product categories and specific items most relevant to each returning visitor. A customer who frequently buys black tea will see new black tea arrivals and related offers prominently displayed on their homepage.
• Content Recommendations in Blog Posts or Emails ● Suggesting relevant blog articles or product guides based on the content a customer is currently viewing or has engaged with in the past. A customer reading a blog post about “cold brew coffee” might see recommendations for articles on “French press brewing” or “best coffee beans for cold brew” and product recommendations for cold brew coffee makers and compatible beans.

Tools like Nosto and Personyze (intermediate plans) offer AI-powered recommendation engines that are relatively easy for SMBs to integrate into their e-commerce platforms. These tools often provide drag-and-drop interfaces and pre-built recommendation strategies, minimizing the need for coding expertise.

Crafting Personalized Customer Journeys Across Channels

Hyper-personalization extends beyond individual touchpoints to encompass the entire customer journey. Intermediate strategies focus on creating seamless and personalized experiences across multiple channels ● website, email, social media, and even offline interactions. This omnichannel approach ensures consistent and relevant messaging at every stage of the customer lifecycle.

Consider a local fitness studio using an omnichannel hyper-personalization strategy:

1. Website (Personalized Onboarding) ● A new visitor lands on the website and expresses interest in yoga classes. Dynamic content adapts to showcase yoga class schedules, instructor profiles specializing in yoga, and a special introductory offer for first-time yoga students.
2. Email (Automated Welcome Series) ● Upon signing up for a free trial yoga class, the customer receives an automated welcome email series. The first email confirms their class booking and provides studio directions. Subsequent emails offer tips for preparing for their first yoga class, introduce other class types they might be interested in based on their initial yoga interest (e.g., Pilates, Barre), and share testimonials from other yoga students.
3. SMS (Class Reminders and Personalized Offers) ● The day before their yoga class, the customer receives an SMS reminder. After attending their first class, they receive a personalized SMS offer for a discounted class package, specifically for yoga classes.
4. In-Studio Experience (Personalized Follow-Up) ● After the class, the instructor notes the customer’s positive feedback on yoga and mentions the studio’s upcoming yoga workshop focused on stress reduction. This information is logged in the CRM.
5. Social Media (Targeted Ads) ● Based on their yoga class attendance and expressed interest, the customer sees targeted social media ads promoting the yoga workshop and showcasing success stories from other studio members who have benefited from yoga for stress management.

This integrated, omnichannel approach ensures a consistent and personalized experience, guiding the customer seamlessly from initial interest to becoming a regular studio member. Platforms like HubSpot Marketing Hub (intermediate tiers) and Omnisend offer tools to orchestrate omnichannel marketing campaigns and personalize customer journeys Meaning ● Customer Journeys, within the realm of SMB operations, represent a visualized, strategic mapping of the entire customer experience, from initial awareness to post-purchase engagement, tailored for growth and scaled impact. across various channels.

Measuring Roi Of Intermediate Personalization Efforts

Demonstrating the return on investment (ROI) of personalization is crucial for securing continued investment and optimizing strategies. At the intermediate level, SMBs should implement more sophisticated metrics and tracking mechanisms to quantify the impact of their personalization efforts.

Key metrics to track and analyze:

• Personalized Conversion Rate Lift ● Compare conversion rates of personalized campaigns (e.g., personalized email vs. generic email, personalized website experience vs. standard website) against control groups. Calculate the percentage lift in conversion rates directly attributable to personalization.
• Customer Lifetime Value (CLTV) Improvement ● Analyze CLTV for customer segments exposed to personalized experiences versus those who are not. Track changes in average order value, purchase frequency, and customer retention rates over time.
• Customer Engagement Metrics ● Monitor metrics like email open rates, click-through rates, website time on page, and social media engagement for personalized content Meaning ● Tailoring content to individual customer needs, enhancing relevance and engagement for SMB growth. compared to generic content. Higher engagement indicates that personalization is resonating with customers.
• Customer Satisfaction (CSAT) and Net Promoter Score (NPS) ● Conduct surveys to measure customer satisfaction Meaning ● Customer Satisfaction: Ensuring customer delight by consistently meeting and exceeding expectations, fostering loyalty and advocacy. and NPS among customers exposed to personalized experiences. Improved CSAT and NPS scores indicate that personalization is enhancing the overall customer experience and fostering loyalty.
• Marketing Spend Efficiency ● Track cost per acquisition (CPA) and return on ad spend (ROAS) for personalized marketing campaigns compared to generic campaigns. Personalization should lead to more efficient marketing spend and higher ROI.

Tools like Google Analytics, marketing automation Meaning ● Marketing Automation for SMBs: Strategically automating marketing tasks to enhance efficiency, personalize customer experiences, and drive sustainable business growth. platforms’ built-in analytics dashboards, and CRM reporting features are essential for tracking these metrics. A/B testing Meaning ● A/B testing for SMBs: strategic experimentation to learn, adapt, and grow, not just optimize metrics. and control groups are critical for isolating the impact of personalization and accurately measuring ROI. Regular reporting and analysis of these metrics will inform ongoing optimization and refinement of personalization strategies.

Advanced

Predictive Personalization Anticipating Customer Needs

Advanced hyper-personalization moves beyond reacting to past behavior to proactively anticipating future customer needs and preferences. Predictive AI algorithms analyze historical data, real-time interactions, and contextual signals to forecast customer behavior and deliver preemptive personalization. This level of sophistication allows SMBs to create truly proactive and customer-centric experiences.

Consider a subscription box service for pet supplies. At the advanced level, predictive personalization enables them to anticipate customer needs before they are even explicitly expressed:

• Predictive Product Recommendations ● AI algorithms analyze past purchase history, product browsing patterns, and even external factors like pet age and breed (if provided) to predict future product needs. For example, if a customer’s dog is approaching puppyhood milestones based on their initial signup date, the system proactively recommends age-appropriate puppy food, training toys, and puppy care guides in their next subscription box and via personalized email communications.
• Predictive Churn Prevention ● AI models identify customers at high risk of churn based on factors like declining engagement, reduced purchase frequency, or negative sentiment signals (e.g., from customer service interactions or social media). These at-risk customers are then targeted with proactive retention campaigns, offering personalized incentives like exclusive discounts, free bonus items, or personalized support outreach to address potential concerns before they decide to cancel their subscription.
• Personalized Dynamic Pricing and Offers ● AI algorithms analyze individual customer price sensitivity, purchase history, and competitor pricing to dynamically adjust pricing and offers in real-time. Loyal customers or those identified as price-sensitive might receive personalized discounts or promotions tailored to their individual profiles, maximizing conversion rates and customer satisfaction.

Advanced hyper-personalization leverages predictive AI to anticipate customer needs and proactively deliver tailored experiences, enhancing customer lifetime value and loyalty.

Ai Driven Customer Journey Orchestration Across Touchpoints

Advanced strategies employ AI to orchestrate the entire customer journey Meaning ● The Customer Journey, within the context of SMB growth, automation, and implementation, represents a visualization of the end-to-end experience a customer has with an SMB. dynamically, optimizing each touchpoint in real-time based on individual customer behavior and context. This goes beyond pre-defined journey maps to create truly adaptive and personalized experiences that evolve with each customer interaction. AI acts as the conductor, orchestrating personalized interactions across all channels and touchpoints to guide customers seamlessly towards desired outcomes.

For a travel agency offering personalized vacation packages, AI-driven journey orchestration can create a highly dynamic and engaging experience:

1. Initial Website Interaction (Personalized Trip Planning) ● A customer starts browsing vacation destinations on the agency’s website. AI analyzes their browsing behavior, destination preferences, travel dates, and budget to dynamically personalize the website experience. Recommended destinations, hotel options, and activity suggestions are tailored to their expressed interests. An AI-powered chatbot proactively offers personalized trip planning assistance.
2. Personalized Email Follow-Up (Dynamic Itinerary Building) ● Based on the customer’s website interactions and chatbot conversations, the agency sends a personalized email with a draft itinerary proposal. This itinerary is dynamically generated by AI, incorporating destinations, activities, and accommodation options that align with the customer’s preferences. The email includes interactive elements allowing the customer to customize the itinerary, add or remove activities, and adjust accommodation choices directly within the email.
3. Real-Time Offer Optimization (Contextual Promotions) ● As the customer interacts with the itinerary and expresses interest in specific activities or destinations, AI algorithms dynamically optimize offers and promotions in real-time. If the customer is considering a specific hotel, the system might trigger a limited-time upgrade offer or a discount on related activities in that destination. These offers are presented contextually within the website and email interactions.
4. Omnichannel Communication (Adaptive Support and Engagement) ● Throughout the journey, AI orchestrates communication across multiple channels ● email, SMS, in-app notifications, and even phone calls (if preferred). The communication channel and messaging style adapt to the customer’s preferred communication methods and the context of their interactions. For example, urgent travel updates might be delivered via SMS, while detailed itinerary information is sent via email. An AI-powered virtual assistant is available 24/7 across channels to provide personalized support and answer questions.
5. Post-Trip Engagement (Personalized Recommendations and Loyalty Programs) ● After the trip, AI analyzes the customer’s travel data and feedback to generate personalized recommendations Meaning ● Personalized Recommendations, within the realm of SMB growth, constitute a strategy employing data analysis to predict and offer tailored product or service suggestions to individual customers. for future trips. The customer is automatically enrolled in a personalized loyalty program that rewards them based on their travel history and preferences. Future travel offers and communications are highly personalized, reflecting their past travel experiences and anticipated future interests.

This dynamic journey orchestration creates a truly personalized and seamless experience, enhancing customer satisfaction, loyalty, and repeat bookings. Advanced Customer Data Platforms (CDPs) like Segment (enterprise plans) and AI-powered marketing automation platforms Meaning ● MAPs empower SMBs to automate marketing, personalize customer journeys, and drive growth through data-driven strategies. are crucial for implementing such sophisticated journey orchestration strategies.

Ethical Considerations And Responsible Ai Personalization

As hyper-personalization becomes more advanced, ethical considerations and responsible AI Meaning ● Responsible AI for SMBs means ethically building and using AI to foster trust, drive growth, and ensure long-term sustainability. practices become paramount. SMBs must ensure that their personalization efforts are not only effective but also ethical, transparent, and respectful of customer privacy. Building trust is essential for long-term success, and responsible AI personalization Meaning ● AI Personalization for SMBs: Tailoring customer experiences with AI to enhance engagement and drive growth, while balancing resources and ethics. is a key component of building that trust.

Key ethical considerations for advanced hyper-personalization:

• Transparency and Explainability ● Customers should understand why they are receiving personalized recommendations or offers. AI algorithms should be explainable, allowing businesses to understand and communicate the logic behind personalization decisions. Transparency builds trust and avoids the “black box” perception of AI.
• Data Privacy and Security ● Advanced personalization relies on more extensive customer data. Robust data privacy and security measures are essential to protect customer information from unauthorized access and misuse. Compliance with data privacy regulations Meaning ● Data Privacy Regulations for SMBs are strategic imperatives, not just compliance, driving growth, trust, and competitive edge in the digital age. (GDPR, CCPA, etc.) is mandatory.
• Bias Detection and Mitigation ● AI algorithms can inadvertently perpetuate or amplify existing biases in data, leading to unfair or discriminatory personalization outcomes. SMBs must actively monitor and mitigate bias in their AI models to ensure fair and equitable treatment for all customers. Regular audits and fairness assessments of AI algorithms are crucial.
• Personalization Vs. Manipulation ● Personalization should enhance the customer experience and provide genuine value, not manipulate or exploit customers. Avoid using personalization tactics that are overly aggressive, intrusive, or deceptive. Focus on building long-term relationships based on trust and mutual benefit.
• Customer Control and Opt-Out Options ● Customers should have control over their data and personalization preferences. Provide clear and easy-to-use opt-out options for personalization and data collection. Respecting customer choices is fundamental to ethical personalization.

Implementing responsible AI personalization requires a proactive and ongoing commitment to ethical principles. This includes establishing clear ethical guidelines for AI development and deployment, training employees on responsible AI practices, and regularly auditing personalization systems for ethical compliance. By prioritizing ethics, SMBs can build trust with their customers and ensure that AI-powered personalization Meaning ● AI-Powered Personalization: Tailoring customer experiences using AI to enhance engagement and drive SMB growth. is used for good.

Future Trends In Ai Powered Personalization

The field of AI-powered personalization is rapidly evolving, with exciting future trends on the horizon. SMBs that stay ahead of these trends will be best positioned to leverage the full potential of hyper-personalization for competitive advantage and sustainable growth.

Key future trends to watch:

• Hyper-Personalization in the Metaverse and Web3 ● As virtual and decentralized platforms gain prominence, personalization will extend into these new digital realms. AI will power personalized avatars, virtual experiences, and decentralized customer journeys in the metaverse and Web3 environments.
• Generative AI for Personalized Content Creation ● Generative AI models will enable the creation of highly personalized content at scale, including personalized product descriptions, marketing copy, and even personalized videos and audio experiences. This will further enhance the level of personalization and engagement.
• AI-Powered Personalization in Physical Retail ● Personalization will increasingly bridge the gap between online and offline experiences. AI-powered sensors, computer vision, and augmented reality will enable personalized interactions in physical retail stores, creating seamless omnichannel experiences. Imagine personalized product recommendations Meaning ● Personalized Product Recommendations utilize data analysis and machine learning to forecast individual customer preferences, thereby enabling Small and Medium-sized Businesses (SMBs) to offer pertinent product suggestions. displayed on smart shelves based on a customer’s in-store browsing behavior.
• Emphasis on Zero-Party Data and Preference Centers ● With growing privacy concerns, zero-party data (data explicitly and willingly shared by customers) will become increasingly valuable. SMBs will invest in building robust preference centers that empower customers to control their data and personalization preferences, fostering trust and transparency.
• Personalization for Employee Experiences ● The principles of hyper-personalization will extend beyond customer engagement Meaning ● Customer Engagement is the ongoing, value-driven interaction between an SMB and its customers, fostering loyalty and driving sustainable growth. to employee experiences. AI-powered personalization will be used to tailor employee training, development, and workplace experiences, enhancing employee satisfaction and productivity.

By understanding and adapting to these future trends, SMBs can continue to innovate and leverage AI-powered hyper-personalization to create exceptional customer experiences and drive sustainable business growth in an increasingly competitive landscape. The future of business is personal, and AI is the engine driving this transformation.

References

• Kotler, Philip, and Kevin Lane Keller. Marketing Management. 15th ed., Pearson Education, 2016.
• Stone, Merlin, and Alison Bond. Relationship Marketing ● Success Through Pleased Customers. Butterworth-Heinemann, 2003.
• Verhoef, Peter C., et al. “Customer Experience Creation ● Determinants, Dynamics and Management Strategies.” Journal of Retailing, vol. 95, no. 1, 2019, pp. 117-30.