Personalization is Key


Consumers expect personalization, reveals report

More than half, 63 percent, of consumers expect personalization as a standard of service and believe they are recognized as an individual when sent special offers.

That's a prime finding of a RedPoint Global survey conducted by The Harris Poll that surveyed more than 3,000 consumers in the U.S., U.K. and Canada.

Consumers also feel many brands are not keeping pace with the personalization expectation, according to a press release.

"Ultimately, while brands might believe they are delivering a superior experience, the consumer perception says otherwise," stated the release.

Interactions consumers label as "very frustrating" include being sent an offer for a recently purchased item (34 percent), offers that aren't relevant (33 percent), or when a brand fails to recognize them as an existing customer (31 percent).

Privacy, according to the survey, stands out as a key part of the overall experience though a majority of consumers (54 percent) are willing to share personal information with companies if it will be used to create a personalized experience.

"The trade-off is that in exchange for sharing personal information, consumers appear to expect transparency, with 74 percent saying it's very important or absolutely essential brands tell them what information is being collected," stated the release.

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