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Personalization a key retail focus, reveals study

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September 27, 2019

Retailers are doubling down on personalization within e-commerce when it comes to the customer experience as nearly all retail leaders view it as a must for driving customer engagement.

It's a strategy that can boost productivity and business growth, according to the 2019 Reflektion eCommerce Personalization Industry Survey conducted by WBR Insights.

"True real-time, one-to-one personalization remains an elusive, yet rewarding, target for most retailers,” said Amede Hungerford, chief marketing officer, Reflektion, in a press release on the findings.

Additional findings include:

• More than three-quarters of respondents (78%) confirmed the importance of personalizing to the individual level as a must to be included in any solution. This finding represents an advanced understanding by marketers and e-commerce leaders of the need to move beyond legacy first-generation, segment-based targeting to real-time, one to one personalization solutions.
• E-commerce leaders want more capabilities bundled into a personalization solution for higher business flexibility, lower total cost of ownership, and ease of managing vendors. A majority (62%) surveyed placed importance on capturing a single view of the customer into their personalization solution.
• Eighty percent of respondents confirm the value of one unified platform for personalization to unify the experience across the customer shopping journey.

"As consumer choice expands and attention spans shrink, the imperative to personalize the shopping experience becomes even more important," Hungerford said in the release.