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Personalization: What it Means for Shopper Marketing

Within Shopper Marketing, personalization is a strong preference for consumers and still an area of focus for marketers. Research has shown that consumers want personalization throughout the consumer journey. The gap between brick & mortar and e-commerce is quickly closing due to more shoppers pre-shopping via digital before entering the store.

This blog will outline data from a variety of studies to provide shopper and marketer insights to improve your shopper marketing strategy.

Make Suggestions Based on Browsing and Past Purchase Behavior

Consumers like it when retailers make suggestions based on browsing and buying history. Consumers are also more likely to engage with new brands that deliver personalized ads based on the same history.


Consumers prefer personalized emails. For example, 80% said they found it useful when a retailer sent them emails featuring recommended products based on what they had previously purchased. This was the highest response, followed by 71% of respondents who liked it when retailers’ emails featured recommended products based on what they had viewed online but not purchased (i.e. a nice reminder to pick up that new shoe style they’d been admiring).

Make Website Logins Easy with Personalized Offers

Three-quarters of digital shoppers worldwide typically log in to retail sites, and 34% of that group does so to receive personalized marketing and promotional offers. They also don’t want to have to re-enter their credit card data each time.


The most common types of historical customer data used for personalization among marketers worldwide were on-site activity (43%), search activity (41%) and social activity (39%).


Ninety percent of department store sales still occur in-store, but 70% of those sales are influenced by digital. Eventually there will be no distinction between in-store and digital shopping.

Not thinking about digital as something separate from their store operations is the model going forward. Some predict the terms ecommerce and digital will actually go away from how retailers talk about their business, and it will just be the way that their business is done on an ongoing basis. “Our projection for the future of retail is that the concept of online is dead. Because when everyone is online all the time, when digital is pervasive—there is no offline,” said the study.

Retailers Strategy For Future

North American retailers have a long list of features that they plan to add in the next three years, including mobile coupons, smartphone apps, personalization and a mobile wallet.


Tracking the Consumer Journey

The customer journey has become more complex since first, the advent and rise of digital shopping and buying, and, more recently, the same phenomenon on mobile devices.

Fewer than three in 10 client-side marketers were collecting data about the customer journey at the point of sale, and similar numbers were using online-generated tracking codes to track offline purchases (or vice versa). According to research from Signal, this kind of fragmented data collection can seriously hinder marketing efforts.


Personalization comes down to creating a human and valuable connection with the consumer. If retailers deliver value, they will surprise and delight the customer, build loyalty, and encourage sharing with family and friends.


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