28% of Shoppers Frustrated by Irrelevant Retail Content, Inconsistent Channels
A significant number of consumers, 28%, have received irrelevant content from retailers, while 27% have faced inconsistent cross-channel communications. These issues, according to MoEngage's Personalisation Pulse report, are the top personalisation peeves for shoppers.
Only 15% of retailers currently leverage multiple channels for a unified customer journey. Meanwhile, 40% of shoppers expect more digital communication with brands post-pandemic, and 26% desire online personalisation based on their purchase history. However, only 24% of retailers use basic customer data for personalisation, and just 22% utilise behavioural-based data.
Many companies struggle with effective customer personalisation and multichannel contact due to lack of integrated strategies. This results in inconsistent communication and unusual online experiences. Specifically, 54% of customers feel that sales, service, and marketing teams do not share information, leading to fragmented experiences.
Despite these challenges, online spending remains high. 38% of consumers plan to shop more online, while 26% plan to reduce their online spending.
MoEngage's research reveals that 19% of retailers have adopted marketing automation solutions, and 14% have included customer analytics capabilities. However, Jason Smith, VP at MoEngage, suggests that retailers' current infrastructures may not be fully prepared to support and unlock growth in digital commerce.
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