Consumers in the UK are demanding hyperpersonalization, a new report reveals

Consumers in the UK are demanding hyperpersonalization, a new report reveals

The way we interact with these consumers is through hyperpersonalized real-time experiences, reveals a new eConsultancy report in partnership with Cheetah Digital. Report Digital Consumer Trends Index 2022: Consumer Attitudes and Trends in Personalization, Privacy, Messaging, Advertising and Brand LoyaltyY shows consumers across the UK communicate with the brand on multiple channels, often unpredictable.

Email marketing dominates

Email continues to be comfortable as a favorite channel of consumers in the UK to receive offers, content, incentives and rewards from brands, the report shows. In fact, when it comes to increasing sales, email outperforms paid social and display advertising by up to 128% in the UK. This is 20% more than consumers globally, 57% more than France and more than twice as much as Spain (62%).

Price is not the only driver of loyalty

The cheapest price is just one of the loyalty factors. In the current environment, consumers in the UK are loyal to brands that create emotional connections by nurturing the community, recognizing their customers as individuals and delivering tailor-made offers and product recommendations that reflect this.

Moreover, 61% of consumers in the UK are willing to pay more to buy from a trusted brand, while only 53% are Spanish and 40% are consumers in France. Globally, that figure is 57%.

There has also been an increase in 86% of consumers who want the products and services offered based on their preferences in exchange for their loyalty compared to an increase of only 56% globally, an increase of 82% for French consumers and only a 39% increase for Spanish consumers. .

When done correctly, loyalty programs manage the exchange of values ​​between brands and consumers, not just for one interaction, but for direct engagement over the life of the customer. With contextually differentiated, personalized experiences, they can be a channel for one-on-one relationships that build lifelong customer value.

Greater personalization brings ROI and long-term consumer excitement

In the value-sharing economy, consumers in the UK are rewarding brands that prioritize personalization, with more than half saying they will trade personal and preference data to feel part of the brand community.

At the same time, there has been almost a 60% increase in consumers in the UK who feel frustrated by a brand whose personalization initiatives do not recognize their unique wants and needs. In Spain there was an increase of 50%, and in France the increase was even more significant and amounted to 82%. Globally, there has been an increase of 52%.

First of all, retailers need to create a strategy that involves getting closer to their customers. Customers say: ‘We are happy to provide our information and sign up for your marketing program in exchange for offers that have been sent to me directly and that are relevant’.

Confidence in advertising is declining

As Google and other search engines solidify their plans to comprehensively reduce third-party cookie tracking, and consumers become even more proactive in protecting their online privacy, retailers must switch to first- and zero-page data strategies to launch their advertising and marketing initiatives.

More than 60% of consumers in the UK do not trust social media platforms with their data, and are in good company with 53% of Spanish and 66% of French consumers, revealing the same.

Even more, 64% of consumers in the UK say that tracking cookies is “creepy”. In Spain, that sentiment drops to 60%, and in France it is even less believed to be creepy at 53%. Globally, this figure is 62%.

People just don’t know what social media platforms do with their data. When Cambridge Analytica appeared, I think a lot of people started to lose confidence in social platforms. That’s why we see an increasing number of consumers who want more control over their data – they want to know how their data is used.

Access UK data findings here.

Access the global report here.

Are you interested in the world’s leading brands personally discussing such topics? Learn more about World Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.

Tags: consumers, email marketing, Personalization

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