Consumers Want Personalization, Especially Those With High Incomes, Study Says
Shoppers want personalized marketing that aligns with their “newfound focus on health, home, and values,” according to Value-Based Personalization Is the Future of Retail Marketing, a new study by Liveclicker and Sailthru.
Of the consumers surveyed, 62% feel it’s important that brands personalize their retail experiences, both online and in-store.
Men are more likely to demand personalization than women by a margin of 66% to 59%. And shoppers under age 44 are more likely to want personalized experiences than people over 55.
In addition, almost 81% of those with an annual pre-tax income of over $200,000 rate personalization as important.
The study reports that 25% of consumers say they are now more likely to read and open email from retail brands.
In addition, 31% report they have bought something online for curbside pickup.
The study urges brands to “Take personalization beyond product recommendations. Integrate a personalized content strategy for customer emails.”
In another finding, two-thirds feel that a brand’s ethics and values, especially concerning the COVID-19 pandemic, are important.
And half are more likely to shop on their smartphones, with women preferring then over PCs.
Meanwhile, here are the brands with the highest ratings in terms of consumer satisfaction, on a scale of one to five:
Amazon — 4.42
Etsy — 4.41
Adidas — 4.41
Lowe’s — 4.40
Sephora — 4.39
LEGO — 4.39
Columbia Sportswear — 4.38
ULTA Beauty — 4.38
Vans — 4.37
Liveclicker and Sailthru, CM Group brands, surveyed 5,000 consumers in the U.S. and UK.
Credit: Media Post