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How do consumers really feel about personalisation in 2021?

By Kate Maszluch, VP of Marketing at Tryzens

Personalisation is a hot topic for many businesses right now, but there is still some uncertainty around how consumers feel about it. To help shed some light on the subject, leading digital commerce agency, Tryzens, interviewed consumers across the UK to find out about their experiences with personalisation, what they expect and what they are willing to share.

The research has provided much food for thought and gives an interesting insight into how businesses can develop seamless personalised experience that take customer wants, needs and expectations into consideration.

Here are 3 key takeaways from the survey, but you can learn more in the full report:

  • 75% of consumers wanted their online shopping to be personalised by preferences that they could set or through automation. Consumers want us to remember, know and acknowledge them.
  • Up to 71% of respondents were more willing to give away personal information such as gender and age to receive a personalised experience, but only 16% were willing to share their browsing activity. This speaks to their desire to be in control of what they share and when. Educating them on the benefits of sharing their information and being completely transparent about how you use it is key.
  • Personalisation and loyalty are linked in the mind of consumers with the expectation it will drive benefits for them. In fact, 44% of consumers are more likely to sign up to a loyalty program if they know they will be provided with a personalised experience.

One thing is abundantly clear from these consumers findings and that is that personalisation is a growing area of opportunity for businesses right now. A breakdown of all the findings that covers what consumers are willing to share, what they expect when it comes to checkout experience, communications and in-store and more is available to download here.

Hear directly from retailers and learn how they are approaching personalisation

We will be hosting a panel session with Sweaty Betty, Estée Lauder, Tryzens and Salesforce on Wednesday 8th September 2021 to discuss how they are approaching personalisation and what they are looking to as the next big frontier. Join us for an afternoon of interactive discussion and inspiration.

Register for your free place.

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