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Just because online shoppers make purchases in front of a screen doesn’t mean they don’t want a personalized customer experience.
According to AgilOne’s survey that examined the kinds of personalization customers in the U.S. and U.K. expect and appreciate, most shoppers on both sides of the Atlantic want brands to connect with them on personal levels. But they differ on is whether that’s a refill reminder or an alert about a new product.
AgilOne, the predictive marketing cloud company based in Mountain View, CA, hired retail research agency Conlumino to conduct the study that measured the behaviors of more than 3,000 adult online shoppers. It sought to understand what shoppers believe brands should know about them and what types of personalized customer experiences they prefer.
While almost three quarters of those surveyed wanted personalized messaging, there was great variance from the shoppers when it came to the types of engagement and personalized experience they wanted. Besides customer loyalty programs and personalized discounts, popular with almost all participants, most differed on other areas of personalization they expect. Age, location, and gender played a part in the differentiation.
Dominique Levin, CMO of AgilOne, agrees and said the time is right for online retailers, especially, to look more closely at customer segmentation to develop long term relationships.
“Retailers historically have focused more on acquisition of more customers through a drug called discounts and that’s a hard habit to break,” she told Loyalty360. “Now they’re asking, ‘Who are our best customers?’ and then setting out to acquire more customers like that. There’s now a strong paradigm shift to focus on delivering better customer experiences and developing long term relationships.”
Survey Takeaway: Hyper-targeting Is Crucial
Results of the survey show that customization is paramount to customer engagement and brand loyalty.
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