Sometimes, consumers receive more personalized content than they’d like—and other times they don’t get enough. That misalignment may hurt brands in their efforts to improve the customer experience or drive loyalty.
Among those surveyed, 43% said that getting updates on product availability and price was the most appealing content to receive, while only 34% said it was the most common. Also unbalanced is retargeting of the same product—43% of respondents said it was the most common type of received content, and just 35% felt it was most appealing.
In a January 2019 survey conducted by Salsify, one in five respondents said they felt understood when a brand or retailer recommended relevant items, and 15% of respondents cited when a company remembered their purchase history.
These results illustrate that consumers are looking for personalized content and understanding. They want relevant, curated content that is sent to them enough (but not too much).
And when that desire is met, marketers are rewarded. Per a December 2018 survey from Adobe, 51% of US digital device users were likely to make a purchase when they received personalized content. A similar number said personalization pushes them to become loyal to a brand, and 34% said they’d make a purchase they hadn’t previously intended to due to enhanced recommendations.