Nearly all retailers in the UK have implemented some form of personalisation scheme, according to new research commissioned by Klarna and Visualsoft.

The report, which surveyed 200 UK retailers, found that of those who have deployed a personalisation strategy, 44 per cent are already recommending products based on a customer profile.

A further 37 per cent are personalising the product search functionality on their websites.

Meanwhile, data-driven dynamic content is being used by 37 per cent of retailers to actively target and influence browsers as they shop online.

A key part of this is the use of AI (35 per cent) to help identify preferences and trends, whilst marketing automation flows (31 per cent) turn insight into effective communications and campaigns.

“It’s clear that technology is critical to enable any of these personalised experiences, especially collecting the correct data on your customers and using it at the crucial moment of the shopper journey,” said David Duke, digital director, Visualsoft.

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