Executive Briefings

When It Comes to Customer Personalization, Many Shoppers Say Retailers Miss Target

Beacon marketing platform provider Swirl Networks found that few retailers are tailoring their messages successfully across in-store and digital platforms, but rather are pushing irrelevant content. In fact, only 25 percent of consumers say that brick-and-mortar retailers regularly demonstrate an understanding of their individual preferences.

Yet, 88 percent of consumers said that more personalized content would increase their likelihood to shop at that retailer, and 87 percent said personalization would increase their loyalty to the brand.

However, Swirl's survey of consumers found that Amazon holds the lead over retailers that demonstrate an understanding of individual shoppers. In fact, 56 percent of consumers say that Amazon understands their individual preferences and needs on a regular basis.

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Yet, 88 percent of consumers said that more personalized content would increase their likelihood to shop at that retailer, and 87 percent said personalization would increase their loyalty to the brand.

However, Swirl's survey of consumers found that Amazon holds the lead over retailers that demonstrate an understanding of individual shoppers. In fact, 56 percent of consumers say that Amazon understands their individual preferences and needs on a regular basis.

Read Full Article