Shoppers Want Personalization - eMarketer

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Shoppers Want Personalization

Does email deliver?

October 21, 2015

Consumers expect a lot from their shopping experiences, especially when it comes to personalization. While retailers are still figuring out that component, a majority are relying on traditional forms of marketing, like email, to help bolster sales.

Most Important Elements of a Retail Experience According to Internet Users in North America, April 2015 (% of respondents)

According to an April 2015 study by Magnetic and Retail TouchPoints, the most important element of the shopping journey is making sure the online experience is easy—and relevant. The largest share of internet users in North America (81%) said they simply want to find what they’re looking for, see product reviews and recommendations, and ultimately buy the product when and how they want.

Additionally, more than half of internet users said that information shared with them should be relevant to what they’re currently interested in or looking to buy, as well as pertinent to their personal taste, style, age group or location.

As far as current retail marketing efforts, email is most likely to fit that bill. Email is not only the top marketing channel personalized by retailers in North America, with 71% of retailers surveyed reporting they did so, but it also helps encourage sales. One in 10 internet users said they spent significantly more after seeing a relevant digital ad or email and three in 10 spent slightly more.

Marketing Channels Personalized by Retailers in North America, April 2015 (% of respondents)

June 2015 data from 2015 VB Insight also found that email was the top digital channel where marketers worldwide deliver personalized content.

Although email is certainly moving the needle, consumers expect promotions in their inbox to be personalized and that customization is not quite there yet. Half of respondents to the Retail Touchpoints/Magnetic survey received emails from retailers with irrelevant information.


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