56% of consumers want retail offers tailored to interests and needs, but 49% don’t want to share the necessary information
Boston, MA – June 2, 2015 – Consumers demand personalized, timely, and contextual offers from retailers, but are hesitant to share the necessary personal information, according to a new report from Boxever. For example, of the 507 consumers surveyed by Boxever, more than 60% indicated they prefer offers that are targeted to where they are and what they are doing, but 62% said that they do not want retailers tracking their location.
“Retailers are losing consumer trust for failing to effectively leverage personal data; it’s negatively affecting the customer experience and retailers’ ability to market and sell effectively,” said Dave O’Flanagan, co-founder and CEO of Boxever, the predictive marketing and customer intelligence company. “While today’s consumers crave a personalized, value-added shopping experience, they’re unlikely to continue sharing personal data because they aren’t seeing enough value from the data that retailers already collect.”
Boxever found that for more than 50% of consumers, three out of four sales offers received are irrelevant to their needs and preferences – an incredibly high number considering the amount of customer data available to brands today. This means that millions of consumers are being spammed daily, an ineffective communication strategy that negatively impacts future sales, conversion rates, and customer loyalty. According to Boxever’s survey, when consumers experience this type of marketing:
- 40% are less likely to buy from that company moving forward
- 50% are less likely to open the next offer that comes from that company
- 59% said they would unsubscribe from that company’s content
- 31% indicated that they would delete that company’s app
“The stakes are extremely high for retailers. When brands inundate a customer or prospect with untargeted offers, they may lose the opportunity to ever market to that person again,” said O’Flanagan. “The two biggest mistakes retailers make are failing to personalize offers based on where a customer is and what he or she is doing, and failing to align communications with a customer’s unique needs and interests.”
Mobile, Social Lag behind Traditional Marketing Channels
The three most-preferred channels for receiving offers and communications are email, in-store, and direct mail – with email being far-and-away the most popular platform. Surprisingly, only 2% of survey respondents identified mobile as their preferred channel for receiving offers and communications, and only 4% selected social. Those preferences change slightly for millennials, who prefer mobile twice as much as the general population, and who are nearly three times as likely to prefer social.
Regardless of the channel, contextual personalization plays a key role in determining the effectiveness of a marketing communication. When asked what factors influence them to buy or act on an offer:
- 70% said when the offer adds value to something they are already doing or plan to do
- 42% said when the offer revisits a product or event that they’ve expressed interest in previously
- 21% said when the offer is targeted to what they are doing at that moment in time
Location-based push offers can also be valuable tools for retailers, but only when the offers are targeted at the right population. Of those survey respondents between the ages of 18-29, more than 50% said they would find location-based push offers valuable or extremely valuable, as long as they were timely, targeted, and within reason – which is true for only 32% of consumers who are 45 and older. That said, only one of the 507 respondents identified wearable technology as his or her preferred channel for receiving communications from brands.
“The days of personalizing offers based on high-level demographics are long gone, and continuing along this path will actually hurt, not help brands,” said O’Flanagan. “Brands need complete visibility into the preferences of every customer, and the ability to integrate contextual customer intelligence and value into each marketing offer sent.”
For the full survey results and strategies for how retail, marketing, and e-commerce executives can advance and contextualize customer communications and marketing efforts, download the full report, The Data-Sharing Disconnect: The Impact of Consumer Trust and Relevance in Retail Marketing and view the infographic.
Boxever‘s predictive marketing platform helps travel retailers, such as airlines and online travel agents (OTAs), deliver personalized, 1:1 marketing experiences to their customers across all channels and at all stages of the customer lifecycle. Companies like Ryanair, Air New Zealand, eDreams ODIGEO, Tigerair, Wideroe, and more achieve higher conversion rates, increased revenue, and improved loyalty using Boxever’s SaaS-based platform. The company is headquartered in Dublin, Ireland, and its U.S. office is located in Boston, MA. Learn more at boxever.com or follow us on Twitter @Boxever.