Department stores are leading the way when it comes to using the data they have to personalise shopping experiences for customers, new research has revealed.

A study from marketing agency ICLP found that customers feel they get the most personalised shopping experiences from department stores, with just under half (49 per cent) feeling valued as individuals, and not just like any other customer.

This compares to just 39 per cent for general retailers and 33 per cent for fashion retailers and supermarkets.

Just over half (53 per cent) of those surveyed said they felt that department stores used their personal information for their benefit and to improve their shopping experiences, for example by providing bespoke offers or rewards. This compares to 44 per cent with general and fashion retailers, and 37 per cent with supermarkets.

The UK’s biggest supermarket Tesco, with one of the longest running loyalty programmes and access to extensive customer data saw just 35 per cent agree that their personal information was being used effectively and for their benefit (Sainsbury’s performed best at 52 per cent, while Aldi and Lidl trailed behind at just 26 per cent and 20 per cent respectively).

Jason De Winne, general manager at ICLP, commented: “Retailers need to recognise the huge potential of the vast quantities of data that they already have, and ensure they are using it to deliver true relevant personalisation. Even a small amount of personalisation can give retailers the edge against their competitors.

“Everyone now has the potential to offer more personalisation. From supermarkets to fashion, retailers need to segment their customers and deliver them the news, offers, and rewards that they want and listen to them through all relevant channels.”

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