Nowadays, customers share their data more freely than ever: personal profiles, interests, lifestyle choices, and more. In response, retailers routinely use personalization methods to encourage purchasing and to create loyalty for long-lasting relationships. As several research reports show, there’s a lot of value in personalization if retailers can get it right.
Customers expect a high level of personalization from retailers, but retailers don’t always offer what customers want. Too often, retailers offer personalized experiences to groups of shoppers, while customers want true personalization in exchange for sharing their data. Shoppers increasingly demand valuable experiences and content tailored for them individually. Incidental marketing and promotional activities, or recommendations based on group behavior rather than individual preference, just don’t cut it.