Beacon marketing platform provider Swirl Networks found that few retailers are tailoring their messages successfully across in-store and digital platforms, but rather are pushing irrelevant content. In fact, only 25 percent of consumers say that brick-and-mortar retailers regularly demonstrate an understanding of their individual preferences.
Yet, 88 percent of consumers said that more personalized content would increase their likelihood to shop at that retailer, and 87 percent said personalization would increase their loyalty to the brand.
However, Swirl's survey of consumers found that Amazon (NASDAQ:AMZN) holds the lead over retailers that demonstrate an understanding of individual shoppers. In fact, 56 percent of consumers say that Amazon understands their individual preferences and needs on a regular basis.
"Amazon continues to be the clear leader in understanding individual consumer preferences and delivering highly-personalized shopping experiences. In comparison, consumer experiences with traditional retailers are simply falling short—and that's impacting both loyalty and sales," said Hilmi Ozguc, founder and CEO of Swirl. "Mastering omnichannel marketing needs to be a top retailer priority in 2016. Beacon technology will play a pivotal role in bridging the physical and digital worlds so that retailers can deliver more relevant and personalized experiences across all consumer touch points."
Looking at specific retail categories, grocery came out on top with 38 percent demonstrating an understanding of consumer needs and preferences on a regular basis, followed by big-box retailers at 35 percent; pharmacy, 29 percent; specialty, 25 percent; department stores, 24 percent; warehouse clubs, 24 percent; and off-price retailers, 20 percent.
Irrelevant content and messaging comes from all channels: 79 percent of mobile content ads are irrelevant; 78 percent of online ads; 75 percent of emails and offers; and 75 percent of in-store sales associates fail to demonstrate an understanding of shoppers' needs.
-See this Swirl press release
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