Personalisation ‘now a necessity’ for retailers

Written by Chris Lemmon

07/12/2017

Three quarters of consumers are unhappy with generic offers and 81 per cent consider relevance to be the most influential factor when redeeming promotions, a new survey has found.

The research from Eagle Eye also found that 58 per cent of consumers were most likely to redeem promotions sent via digital channels such as mobile, email and social media. This was even greater among 16-24 year olds, with 67 per cent expressing a preference for tech-enabled channels.

Almost three quarters (73 per cent) of those surveyed are also interested in being offered promotions for items that they had run out of. Eight in 10 said they are open to trying options other than their usual brand if they are on offer – giving retailers the chance to upsell alternative brands and related products.

There is also an increasing demand for real-time offers, the research found. Six in 10 16-24 year olds said it would be helpful to have offers delivered to them when near a store, highlighting a trend for more spontaneous purchases.

Tim Mason, CEO of Eagle Eye, commented: “Not only are digital channels the most effective, but they are also the only way retailers can gather the real-time customer data needed to time marketing messages to maximum effect. Using the insight provided by data, retailers can identify the best moment to send a tempting offer incentivising customers to add something extra to their purchase, or engage with a brand when they might not otherwise.”