Consumers value personalised experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 04, 2021, 11:43 AM GMT+0

Brands must factor in customers’ interests and their purchase history to personalise shopping experiences.

A MoEngage study of 1,000 consumers across US, UK, Canada and Germany revealed that people want companies to offer consistent, timely and relevant messaging. 26% of respondents wish for their shopping experiences to be personalised based on purchase history. Another 21% of participants want the basis to be consumer interests.

When it comes to omnichannel marketing, customers want brands to build a unified experience across various platforms. Inconsistent messaging across channels is “most frustrating” for 27% of those polled. Another 27% are frustrated by the irrelevance of messaging.

According to the report, 37% of customers prefer weekly communication from brands. However, 14% of the respondents value a message’s relevancy over its frequency. Further, email is the most preferred channel of 33% of respondents, followed by text/SMS/apps at 12%.  

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