a personalization pulse check

The digital landscape arms consumers with an unprecedented number of options for products, configurations, and promotions, which pose a unique challenge for businesses:How to uniquely serve everyone without overwhelming anyone.

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THE BURDEN OF CHOICE40% of consumers have left a business’s website and made a purchase on another site or in store because they were overwhelmed by too many options when trying to make a decision.


USING THE FOUR Rs OF PERSONALIZATION

Businesses can transcend the limitations of singular tactics to pursue a larger strategy focused on serving each individual customer’s needs.

RECOGNIZE

RECOMMEND

REMEMBER

RELEVANCE


RECOGNIZE

Consumers more likely to shop at a retailer in store or online that recognizes them by name.


REMEMBER

Consumers more likely to shop at a retailer in store or online that remembers their previous purchases


RECOMMENDConsumers more likely to make a purchase in-store or online when a retailer recommends options for them based on their past purchases or preferences.


RELEVANCE

Consumers more likely to make a purchase in-store or online from a retailer that sends them relevant and personalized promotions.


“ BE TRANSPARENTWITH MY DATA.”

“ GIVE ME CONTROL OF MY DATA.”

“ USE MY DATA TOSERVE ME BETTER.”

3 CONDITIONS OF EFFECTIVE USE OF PERSONAL DATA


3 CONDITIONS OF EFFECTIVE USE OF PERSONAL DATA

As companies design their own competitive strategy to differentiate their personalized

marketing and experiences, they will need to dig deeper than ever before into the data available

from each customer interaction.

To maintain trust and loyalty, brands must heed three conditions for the effective use

of personal data.


“BE TRANSPARENT WITH MY DATA.”

70% of consumers are generally comfortable with retailers, news sites, streaming services, and service providers collecting personal data if the retailer is transparent about how they use it.


“GIVE ME CONTROLOF MY DATA.”

75% of consumers generally comfortable with retailers, news sites, streaming services,

and service providers collecting personal data if they can control how it is used.


“USE MY DATA TOSERVE ME BETTER.”

68% of consumers reported streaming services such as Netflix and Hulu use their data because it helps them find more products and videos they like.


THE WAYFORWARDExceptional personalization that enables customers to buy and consume what they want, how and when they want it requires a cohesive strategy through trusted, transparent tactics.

Those that make the investment will generate sustainable benefits for years to come.


Read the full report to learn more about achieving personalization at scale and creating exceptional customer experiences.accenture.com/personalization@AccentureSocial

Jeriad Zoghby, PhDManaging Director, Global Lead PersonalizationAccenture [email protected]@jeriad Scott TiemanManaging Director, North America Lead PersonalizationAccenture [email protected]

Xavier CiminoManaging Director, EALA Lead PersonalizationAccenture [email protected]@XCimino


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