UK consumers want brands to prioritise customer personalisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 04, 2022, 2:21 AM GMT+0

More than half of the surveyed UK customers will trade personal and preference data to feel they are part of a brand’s community.

An eConsultancy - Cheetah Digital report found that UK consumers favour brands that prioritise personalisation. The report also found a 60% increase in the number of consumers who feel frustrated with a brand whose personalisation initiatives fail to recognise consumer needs and desires.

Consumers in the UK are loyal to brands that create emotive bonds by fostering community and recognising customers as individuals. Similarly, there has been an 86% increase in consumers who wish for suggested products and services based on their preferences, in return for loyalty.

When it comes to channels, email is the most preferred channel for receiving brand content, offers, incentives and rewards. Email also beats paid social and display advertising by up to 128% when it comes to driving sales in the UK.

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