Research by global cloud communications platform Infobip and economic research consultancy Retail Economics, led by retail expert Richard Lim, reveals that 61% of UK consumers consider communications from retailers and brands irrelevant to them. In addition, more than half (56%) say that communications lack personalisation.
The study, of 2,000 UK consumers across the UK, provides fresh insights into what shoppers are looking for from customer experience. The findings make it clear: retailers must move beyond simple demographic segmentation, such as age and income, and look deeper to engage effectively. Personalisation and a unified, omnichannel approach are now essential for retailers aiming to increase customer acquisition, satisfaction and retention.
With consumers being spoilt for choice in today’s retail landscape, any friction in the customer journey can cause them to abandon their carts. This reinforces the need for retailers to understand shopping personas and use this insight to drive tailored marketing, sales and engagement strategies.
The study also reveals four distinct UK shopper personas, outlining their communication preferences and pain points:
- Exacting Shoppers (12% of consumers): Highly engaged and loyal, but the most demanding. They expect service excellence and prefer online shopping for convenience, and value digital propositions and personalised recommendations.
- Busy Shoppers (29% of consumers): Always on the go, these shoppers switch between retailers based on their immediate needs. While more tolerant of customer experience (CX) shortcomings, they prioritise digital channels and seek hassle-free experiences.
- Social Shoppers (44% of consumers): Social shoppers balance online and in-store shopping. They value personal connections, are also most likely to be concerned with data protection and ethical practices and appreciate secure, seamless, omnichannel experiences.
- Laid-back Shoppers (15% of consumers): Favouring in-store experiences, these shoppers show loyalty with minimal digital engagement. They’re forgiving of mistakes but appreciate good communication.
Kim Johal, UK&I retail lead at Infobip, commented: “This study challenges common assumptions about shopper traits based on income and age, demonstrating the need to dig deeper into consumer preferences to engage effectively. We increasingly see consumers move seamlessly between channels, whether in-store, on eCommerce platforms, via messaging services or social media. The landscape is complex and the brands excelling in customer satisfaction and retention are those embracing cross-platform availability, delivering consistent experiences at every touchpoint.”
