News

Personalization gaining value in retail customer experience, study reveals

May 4, 2018

Personalization is paying off with nine out of 10 digital marketers reporting a lift in business but more than half describe personalization maturity level as limited.

That's the finding of an Evergage and Researchscape International study regarding the importance of personalization in the retail customer experience. Nearly eight of 10 marketers, 77 percent, believe personalization should have a higher priority in organizations, according to a press release.

"Personalization has come a long way over the last decade — from delivering one-to-many experiences, aimed at broad groups of people — to being truly effective at the individual, one-to-one level," said Evergage CMO Andy Zimmerman in the release.

"As buyers are increasingly exposed to effective forms of personalization, we’re reaching a tipping point — irrelevant, cookie-cutter experiences won't cut it anymore. People want to engage with companies that 'know' them and their preferences, and marketers need to deliver. The good news is that the knowledge, strategies and technology to make this happen are there, with cost barriers lower than ever."

Nearly nine of out 10 marketers surveyed, 88 percent, say customers expect experiences, across channels, that are individualized to them, and nearly all, 98 percent, agree that personalization positively impacts customer relationships.