Consumers expect, and want, to hear from brands in a highly personalized interaction and irrelevant messages will stop more than a third from shopping at a brand.
Those are top findings from a MoEngage Research survey that polled 2,000 North American consumers. Nearly half, 41%, of those polled would like to hear from brands on a weekly basis, according to a press release on the findings.
The report, The Personalization Pulse Check Report 2023, was initially done in 2021 and at that point research revealed consistent, relevant messaging across multiple channels was the top challenge for brand marketing leaders.
This year’s research shows customers want to hear more from brands than previously believed and that 58% are frustrated with generic and inconsistent messaging.
“Finding the solution to winning customer loyalty can be daunting for brand marketers. To do it well, marketers need to leverage customer data based on prior browsing and shopping behaviors to inform their customer engagement strategies,” Raviteja Dodda, CEO of MoEngage, said in the release. “Consumers are making it clear what they want and expect from brands. It’s up to brand marketers to deliver that experience to keep them coming back.”
Additional findings include:
- 32.3% of consumers choose one brand over another if the communication is unrelated to their current shopping behavior.
- 53.6% of consumers interact more than three times with a brand before buying from it.
- 56% of consumers want a curated shopping experience.
- 66% of consumers are comfortable or slightly comfortable with sharing their data including name, location and email.
