Four in Ten US Consumers Expect Personalisation
Just under 40% of consumers said personalisation increases their affinity for a brand and makes them more likely to purchase an item.
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New research from TransUnion suggests 39% of US consumers expect brands to personalise their online shopping experience with tailored marketing.
The company surveyed 3,000 Americans about their preferences, finding nearly one in four now expect brands to offer interactions, product recommendations and marketing tailored to their individual preferences.
Just under 40% of consumers said personalisation increases their affinity for a brand and makes them more likely to purchase an item.
Four in ten US consumers expect personalised shopping experiences, TransUnion research shows
“Effective personalisation is a powerful tool for marketers,” said Matt Spiegel, Executive Vice President of TruAudience Growth Strategy at TransUnion. “When it works, personalisation demonstrates to consumers that brands are listening and responding to their individual preferences, leading to higher engagement and stronger brand affinity.”
The survey also found widespread concern about how personal data is used. 80% of US consumers surveyed said they are concerned about sharing personal information and 89% consider data privacy important when engaging online.
The top concerns around data privacy include identity theft (77%), and unwanted marketing (44%), suggesting that retailers need to respect consumer privacy alongside increased personalisation.
Spiegel added, “In a world of short attention spans and one shot impressions, personalisation is how brands make meaningful connections. But poor execution or a breach of trust can instantly disqualify a brand in the eyes of today’s consumers. This creates a paradox for marketers. They must deliver highly relevant, personalised content without crossing lines that violate consumer trust or data ethics.”
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