Creating a more customer-centric experience is a top priority for digital marketers across industries, from Retail to Travel & Hospitality—just ask Bloomingdale’s, Hilton, and Omni. Consumers are increasingly frustrated with companies who do not tailor content toward their specific brand activity and interests, making personalized marketing all the more important.
To uncover just how essential personalization is to the B2C world, we’ve compiled the most current and compelling consumer, marketing, and brand trends and statistics out there. Here’s what we found:
The majority of today’s consumers are more likely to engage with brands who personalize their experience.
1. 91% of consumers are more likely to shop with brands who provide relevant offers and recommendations (source).
2. 80% of customers are more likely to purchase a product or service from a brand who provides personalized experiences (source).
3. 72% of consumers in 2019 only engage with marketing messages that are customized to their specific interests (source).
4. 80% of those who classify themselves as frequent shoppers say they only shop with brands who personalize their experience (source).
5. Consumers are 40% more likely to view items that are recommended based on information they've shared with the brand (source).
Consumers believe brands should deliver more personalization and are frustrated by those who don’t.
6. 36% of consumers believe that brands should offer more personalization in their marketing (source).
7. 90% of consumers are willing to share their behavioral data if additional benefits are provided that make shopping cheaper or easier (source).
8. 47% of consumers will go to Amazon if the brand they’re shopping with doesn’t provide relevant product suggestions (source).
9. 70% of millennials are willing to let retailers track their browsing and shopping behaviors in exchange for a better shopping experience (source).
10. 70% of millennials are frustrated with brands sending them irrelevant marketing emails and prefer personalized emails over batch and blast communications (source).
11. On average, 71% of consumers feel frustrated when their shopping experience is impersonal (source).
An increasing number of B2C marketers want to master personalization.
12. 89% of digital businesses are investing in personalization, including Coca-Cola, Fabletics, Netflix, Sephora, USAA, and Wells Fargo (source).
13. 79% of digital marketers in retail are investing in personalization tools, more than any other industry (source).
14. Travel & Hospitality demonstrates the largest shift towards personalized email, with marketers tailoring 63% of their communications to individual customers (source).
15. 51% of digital marketers say that personalization is their number one priority (source).
Marketers want to improve their personalization strategies—but according to consumers, they’re still missing the mark.
16. 92% of marketers reported using personalization techniques in their marketing, yet 55% of marketers don’t feel they have sufficient customer data to implement effective personalization (source).
17. Across industries, marketers are sending just 30% more individualized campaigns than batch and blast emails (source).
18. 63% of marketers say data-driven personalization is the most difficult online tactic to execute (source).
19. Only 36% of travel executives rated their company’s current personalization efforts as a four or five on a scale of one to five (source).
20. Less than 50% of consumers think travel brands know them or are sending them relevant communications, and less than 50% of consumers believe travel brand communications are relevant to them (source).
21. 63% of consumers stop purchasing products and services from companies who provide poorly executed personalization (source).
22. 40% of consumers consider some forms of personalized marketing creepy because incorrect assumptions are made about their likes or interests (source).
23. 58% of consumers say brands send them products they would never buy, and 24% say brands send them items they’ve already bought (source).
Delivering better personalization has many benefits for brands, from building key customer relationships to driving long-term revenue.
24. Personalization can reduce acquisition costs by as much as 50%, lift revenues by 5–15%, and increase marketing spend efficiency by 10–30% (source).
25. The top five benefits of personalization include increased visitor engagement (55%), improved customer experience (55%), improved brand perception (39%), increased conversion rates (51%) and increased lead generation and customer acquisition (46%) (source).
26. Brand loyalty among millennials increases by 28% on average if they receive personalized marketing communications (source).
To learn more about the current state of personalization, and how to avoid delivering poorly executed customer experiences, read our Privacy & Personalization consumer report.