Consumers will dump brands that don’t personalise offers

Poorly-targeted and unrelated marketing materials are driving customers away from their favourite brands according to an Emarsys survey of more than 2,000 consumers. Over 40% of consumers will shun brands that send irrelevant messages and offers, but support the case for AI, as 47% state they are happy for smart technology to improve their shopping experience.  That’s

  • Only 6% of consumers believe the product and service offers they receive are specifically relevant to them.
  • 2 in 5 consumers (41%) swear they won’t purchase from a brand again if they receive haphazard marketing materials, causing irreparable, long-term damage to thousands of brand-customer relationships.
  • Over 60% demand that offers they receive be tailored to them and their interests precisely, so it’s no surprise that two thirds (66%) admitted they would ignore all future marketing from a brand if it sent them hit-or-miss offers.
  • Over half of respondents (57%) admitted they would be more likely to repeat purchase if they received more loyalty-based discounts from a retailer, while 41% would be more likely to buy from a brand again if they received bespoke offers which were truly personalised and unique to them.

… while marketers are grappling with making sense of data sets and tech stacks, they are not fully focused on developing distinctive creative content, the sort that delights and differentiates. AI tips this balance in their favour, doing all the legwork so that communication is always tailored across every channel along the purchase lifecycle, eliminating the risk of upsetting valued patrons.

Grant Coleman, VP and Market Director for UK and Nordics at Emarsys