2019 Benchmark Survey: Are Personalization Efforts Keeping Up With Consumer Desires?

Customers’ expectations around personalization continue to rise — and perhaps even more importantly for retailers, shoppers continue to reward those retailers that can execute on personalization effectively. But the Retail TouchPoints 2nd Annual Personalization Benchmark Survey reveals several gaps, both between consumer expectations and retailer capabilities as well as between different sales channels and touch points. The study also identifies the many sophisticated technology solutions retailers are using to close those gaps.

Key findings include:

  • Retailers See Social Network Activity As Critical To Personalization: Nearly half (49%) of retailers currently use social network tracking solutions to support their personalization efforts, with another 28% planning to do so within 12 months;
  • Mobile And In-Store Personalization Remain Lower Priorities: Nearly two thirds of retailers focus their greatest personalization efforts on email and online/e-Commerce, but only 37% specifically focus on mobile, just slightly ahead of the 34% that concentrate on the brick-and-mortar store;
  • Strong Interest In Location Tracking: 40% of retailers already use this technology, with another 26% planning to do so within 12 months; and
  • Relatively Minimal Activity Related To Consumer Privacy: While 46% of retailers revised or strengthened their customer opt-in protocols in response to GDPR and the California Consumer Privacy Act (CCPA), 34% said these laws have had no impact on their personalization strategies.

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