Brands are failing to provide online personalisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2020, 6:07 PM UTC

75% of US consumers expect online personalisation as a standard.

Despite brands recognising the importance of personalisation, a majority (61%) of customers are disappointed by the levels of personalisation offered by brands, a study by Kameleoon and Widerfunnel found. The current lack of personalisation is also expected to impact brand loyalty as well as revenue negatively.

The report also found that with consumers spending more time online, a third of those surveyed said they would be using digital channels more in the long-term. 30% of consumers expected digital channels to save them money, while 19% liked the greater choice online offered.

Brands that hadn’t delivered according to customer expectations can also expect a hit to their bottom line after the crisis is over. 42% of those surveyed said they would spend less or switch completely from such brands.

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