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Convenience-craving shoppers becoming ever-more lazy

4th May 2014
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Personalisation: a marketing buzzword that’s as overused as the word 'buzzword' itself. It shall be sticking around for some time to come though it seems, so we may as well get used to it. 

A new report published by Sailthru has revealed that the UK consumer is big on personalisation; not only do they respond brilliantly to it, but they have come to expect and even demand it.

The survey findings show that 63% of respondents will make the effort to read a message from a familiar brand when it is tailored to them personally. Of that group, 51% will then go on to make the all-important purchase. What’s more, almost two thirds of customers (64%) want brands to actively recommend products to them based on what they have previously shown an interest in. If you don’t bother to personalise, you run the risk of your messages being considered junk; 39% will have no qualms in unsubscribing if they think you’re spamming them too much.

What with only reading select messages, wanting personalised marketing and even demanding purchase suggestions, could it be that the consumer is getting a tad lazy? Well, it would appear so when you look at their shopping habits; a considerable 56% have made a purchase from the comfort of their bed.

Such shocking bedroom activity suggests that many shoppers are using phones and tablets to buy online. As such, it’s becoming ever-more important for brands to optimise their mobile experience – after all, 42% of these convenience-craving customers have ditched their virtual trolley at the checkout stage before, because it was just too much effort to complete the transaction on a mobile device. In turn, developing a consistency between desktop and mobile should continue to be a serious concern, in order to ensure the experience is kept as simple as possible.

Founder and CEO of Sailthru, Neil Capel, comments on what the findings mean for marketers. “The research shows that consumers are very clearly demanding personalisation from their online and in-store shopping experiences. In order to meet this demand, brands must understand their customers on an individual level, deliver content that is interesting, timely and relevant to each user and also optimise that content to render on any device. It’s about giving every individual what they want, when they want it and recognizing that need even before they do. This is the future of successful brand to consumer marketing.” He continues: “Now, more than ever, brands need to stop toying with the idea of personalisation and make moves to provide relevant and platform specific communications to their customers or risk being left behind. The innovative brands that we work with have moved away from ineffective segmentation and instead created personalised experiences for each of their customers that tailors content across any device - whether that be via email, mobile or web.”

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