Can retailers really do what consumers want them to do?
Expectations have been rising as more and more targeting technology infuses retail communications with customers.
Now a study suggests that there is “a severe gap between consumers’ expectations and retailers’ marketing realities in ‘me-tailing’ era.”
The research comes from technology company Magnetic, which worked with Retail TouchPoints on the study which highlights the disparities between consumer expectations and the current strategies used by retailers.
“Based on data from 200 consumers from the U.S. and Canada, as well as 100 retail executives, the study found that while marketers recognize the value of delivering personal experiences across channels and devices, many retailers are falling short when it comes to actually delivering experiences that people want and expect,” according to the report summary shared with MAW .
Retailers are just beginning to crack the personalization part of things that consumers want to see.
“Half (50 percent) of consumers surveyed say that they regularly see emails with irrelevant information, even though 71 percent of retailers claim that they send tailored messages to people either often or almost always,” notes the study.
In addition, 61 percent of retailers claim that they always or often deliver messages tailored to individual profiles or interests, but only 30 percent of consumers see online advertising relevant to their interests. Just 24 percent are offered relevant information browsing a retailer’s site.
“Retailers recognize the need to keep customers at the core of their marketing decisions, but there are barriers to delivering the level of personalized experiences that consumers expect across channels and devices,” said Alicia Fiorletta, Content Strategist at Retail TouchPoints. “Having the right data continues to be among their key challenges.”
While retailers hone their targeting skills, consumers are upping the ante. Already, about one in four consumers expects apps (27 percent) and mobile ads (21 percent) to be more relevant and personal.
“Creating personal messages across the channels people use and the devices they engage with can significantly improve their buying experience,” said James Green, CEO of Magnetic. “When it comes to shopping, the most important factors relate to efficiency, ease of use, and relevancy. Digital experiences give retailers a unique opportunity to present shoppers with what they need and want.”