Study: Consumers don't mind sharing data for a better retail customer experience
Nine out of 10 consumers are okay with brands knowing more about them if it helps deliver a more rewarding and satisfying shopping experience.
Yet a third don't believe brands care enough about personalizing the experience, according to Episerver's annual "Reimagining Commerce: Global Findings" benchmark report.
That perceived lack of attention is driving negative feelings among consumers, with a third stating they are disappointed, 16 percent are frustrated, and 12 percent are distrustful of brands, according to a press release.
"With people shopping online more often, we're seeing that they've come to expect personalized, seamless experiences, and they're disappointed when those expectations aren't met," said Joey Moore, director of product marketing at Episerver, in the release. "To earn customer trust and loyalty, retailers need to elevate their personalization capabilities beyond product recommendations to include elements like individualized content, user-generated content and experiences that are personalized based on real-time behavior. Those retailers that achieve this level of personalized digital experiences will succeed in the Amazon era."
The Episerver report is based on a survey of over 4,000 consumers, based in the U.S., U.K., Germany and the Nordics, ages 18 and older who have shopped online within the last year.