Research by global cloud communications platform Infobip and economic research consultancy Retail Economics, shows personalisation is now essential for retailers. The research, led by retail expert Richard Lim, reveals how strategically crafted, individual experiences are not just “nice to have,” but the foundation for overcoming friction in the customer journey and building lasting loyalty.
The study shows that more than 60% of customers find communications from retailers irrelevant, while 56% feel the customer experience is too generic. Retailers who double down on individual, customised interactions, stand to gain a significant advantage.
And this isn’t just about personalised marketing communications. The study reveals the importance of tailored communication throughout the customer journey.
Customers appreciate retailers recommending relevant products, but they also want a personalised approach through the purchase, fulfilment and returns stages. Clear communications via preferred channels when delays occur are vital to 82% of shoppers, while the availability and quality of customer support for delivery-related queries is important to 75%.
Retailers succeeding in attracting attention, building trust and increasing loyalty are focused on:
- Personalised Messaging – leveraging data driven customer communication, tailoring offers, tracking information, and support messages.
- Data Optimisation – consumers prefer brands that acknowledge their shopping habits and interests to facilitates a more convenient shopping experience.
- Seamless Experiences Across Channels – brands can reach new potential customers and increase loyalty by communicating over various channels.
Kim Johal, UK&I retail lead at Infobip, said: “Customers now expect personalised communications across the customer journey. If a retailer can recommend a product or service at the right time through the right channel, they expect the same tailored communications if they have a problem or need support. To attract and retain customers, retailers must up their personalisation game. Communications must be relevant and timely, delivered via preferred channels.”
