Consumer Expectations for Personalization Are High

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NEW YORK—According to a recent study by Forrester Consulting, consumers are looking for—and often more loyal to—retailers that send them relevant and personal communications.

The study, conducted in November 2018, surveyed 502 North American consumers above the age of 18 who shop online at least once a month. Researchers found that consumers have high standards when it comes to retail communications, requiring retailers to anticipate what they might want, rather than send communications based on what they’ve bought in the past.

According to Forrester Consulting, 72 percent of those surveyed agreed that they were more likely to shop when retailers sent them relevant communications, and 70 percent feel more loyal to a retailer that they feel “knows” them. Sixty-nine percent of those surveyed agreed they would be willing to share details about their interests if that means they’ll only be sent relevant offers, and 67 percent wish retailers would stop sending them generic offers.

There is a fine line between sending relevant communications and making customers feel like they’re being listened to through the phone, though, and that is a balance many retailers are still learning about. Take a look at these stats to see how a personal approach changes the game when it comes to customer loyalty.