Personalisation ‘set to take the hassle out of shopping’

shopping 1British consumers feel personalisation will finally take the grind out of shopping, with nearly three-quarters (72%) of GenZers believing data-informed technology and audience segmentation will reduce time spent searching because the purchases they desire will be automatically suggested.

That is according to a new report by Intuit Inc, the global fintech platform behind Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, dubbed Brand Trust In the Age of Information Overload. The report – sourced from a survey of 1,500 consumers in the UK – reveals the public’s view on the future of shopping.

With the majority of consumers (60%) welcoming greater personalisation, both they and vendors have the potential to win. Over a third (36%) of Brits currently believe personalisation stops them “missing out” on products, trends and deals – and feel they are receiving information “they’re genuinely interested in”. Furthermore, 43% appreciate emails about limited stock or exclusive items, a key tactic in diminishing so-called “fear of missing out” (FOMO).

However, while Brits are happy to trade their personal data in return for more relevant material from marketers, 62% feel they need to see more value in this exchange. Personalised campaigns are the (joint) third most-welcome marketing initiative among consumers, on par with brands showing a commitment to a cause. These follow behind winning prizes/store credit for reviews or surveys (in first place) and sticking to selling products (in second).

Shoppers also say they appreciate the way personalised marketing has allowed brands to be considerate and respectful of consumers’ feelings. Over half (56%) of British consumers appreciate thoughtful marketing, such as the opportunity to opt out of communications around Mother’s Day or Father’s Day.

Consumers are broadly open to brands using new technology to craft messages. Nearly two-thirds (65%) of Brits are comfortable with at least some element of AI being used to support brand content, in comparison to 35% who are only comfortable with human-made communications. But their expectations for the messages themselves – not just how those messages are produced – might be a more persuasive metric for marketers implementing more AI tools in their daily work.

For shoppers, the joint highest purchasing driver – alongside a company’s values and ethics – is a strong brand identity. Yet buyers also expect a steady stream of personalised offers. Over two in five (43%) appreciate emails about limited stock or exclusive items, while 60% “like” personalised content. This rises to 75% for those aged 18 to 24.

For marketers, meeting these rising expectations will increasingly require more efficient tools, whether they are deploying generative AI to craft optimised creative for different platforms or leveraging predictive analytics to make targeted recommendations.

Intuit Mailchimp head of EMEA Jim Rudall said: “The latest iterations of social media algorithms focus on discovery, and the data we’re seeing here may explain why. Shoppers want to be targeted with things they may want to purchase, allowing them to fortuitously stumble upon new brands and products that align with their desires.

“The future of shopping looks even brighter when you consider that almost half of UK consumers believe the products they’re seeking will find them, making online shopping less arduous and more exciting. This doesn’t come as a surprise, given consumers’ current focus on convenience. However, it’s not just about product recommendations: nearly one in four shoppers want to see more personalised brand marketing campaigns, too. With this in mind, marketers must be prepared to build communications not only around the products consumers want, but the lives they want to live.”

Even so, while AI provides the opportunity to give customers a more personalised experience, it is crucial that this is balanced with data privacy and responsibility. Ultimately, personalisation is not possible without data, but companies must ensure it is handled properly and used only in ways that customers approve.

While four in five British shoppers (80%) need to be assured by brands that they are using their data responsibly, just a small minority (15%) are unhappy to share their data with brands they trust – illustrating the importance of building a relationship with consumers. Interestingly, one in four said they are not concerned about what brands do with their data. A generation gap was observed here with 48% of those aged 18-24 not concerned compared to 9% of those aged over 65.

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