U.S. consumers can be complicated—they want a highly personalized retail experience, but they're conflicted about how much personal information to give to retailers. A recent Accenture Personalization Survey examined customer expectations around a personalized shopping experience and insights into how comfortable consumers are with certain personalization tactics. According to the survey
Shoppers Want It Personal....
- Nearly 60% of consumers want real-time promotions and offers.
- The most popular/welcome in-store personalization options include:
- Automatic discounts at checkout for loyalty points/coupons (82%)
- Real-time promotions (57%)
- Complementary item suggestions (54%)
- Online, they like these approaches:
- Website experience optimized by device
- Promotions for items a consumer has shown an interest in
- The ability to compare prices
- Here's what they like about personalization:
- 64% like access to exclusive deals and
- 51% like "one-click" checkout. They also like it when retailers know their preferred method of payment and shipping.
- 48% are open to online reminders for items they purchase on a regular basis and may need to be replenished.
But They Don't Want It Too Personal....
- Only 20% want retailers to know their current location.
- Only 14% want to share their browsing history.
- 42% are uncomfortable when store associates offer in-store recommendations based on family health issues.
- 40% don't like it when mass retailers advise them not to buy items online outside of their dietary restrictions.
- 90% would limit access to certain types of personal data.
- 88% would prefer to determine how the data can be used.
There are some generational differences when it comes to which consumers are willing to share information with retailers.
- Generally, Millennials reported the highest response when it comes to sharing information and being receptive to advice and recommendations regarding their purchases.
- Baby Boomers tend to be more demanding and have higher expectations when it comes to being rewarded in exchange for their data. According to the study, 74% expect to get automatic crediting for coupons and loyalty points and 70% expect special offers, as compared to 58% and 61% of Millennials, respectively.
Personalization can be a powerful tool, but in order to succeed, retailers must take the time to understand their customer preferences—both broadly and individually—in order to develop and maintain their trust.