The power of me: The impact of personalization on marketing performance
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Transcript of The power of me: The impact of personalization on marketing performance
Copyright ©
Epsilon 2018 Epsilon Data M
anagement, LLC
. All rights reserved.
The power of me:The impact of personalization on marketing performance
2 2
Copyright ©
Epsilon 2018 Epsilon Data M
anagement, LLC
. All rights reserved.
Table of contents
Research objectives 3
Executive summary & recommendations 5
The findings
• What consumers think about personalized experiences 9
• How various industries stack up in personalization 16
• How to identify consumers who are receptive to personalization 35
Methodology 40
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3 3
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We partnered with GBH Insights to survey real consumers to understand how personalization can enhance the relationship between brand and consumer. The results show how consumers feel about personalization, what experiences influence their behavior and what we can do to better connect with them to drive business results.
Research objectives
Goals:
Understand consumers’ general behaviors and attitudes around personalization and sharing of personal information.
Determine which consumers appreciate personalized experiences and which elements of personalization are stronger in driving results.
Identify types of consumers who are most open to personalization and determine how to reach them moreeffectively. 3
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anagement, LLC
. All rights reserved.
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anagement, LLC
. All rights reserved.C
opyright ©Epsilon 2018 Epsilon D
ata Managem
ent, LLC. All rights reserved.
The appeal for personalization is high among consumers. They not only want it, but expect it. And our research found that personalization is profitable.
• Where we used to shy away from personalization, consumers now expect brands to use big data.
• Top marketers are using data-driven approaches to create buzz, experiment with new approaches and drive loyalty.
• Technology and data empower marketers more than ever, but it’s hard to connect it all together to create truly personalized experiences.
• We can now deliver content experiences that consumers want, not just promotions or campaigns.
• But many brands haven’t yet solved for personalization.
Why personalization matters
Executive summary& recommendations
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Executive summary
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Appeal for personalization is high and has the potential to positively impact businesses if offered in the right way.
Websites/mobile apps are slightly better at personalization than physical locations, likely due to greater access to customer-level data.
Financial incentives (e.g., tailored discounts/offers) have the greatest impact on most types of business.
Consumers appreciate personalized experiences, but many still want control over this type of communication.
Consumers are willing to share data that powers experiences openly with brands they value and trust.
Personalization is not one size fits all; there’s a spectrum of consumers who are open to sharingpersonal information.
Well-executed personalization strategies have strong ties to high purchase volumes. In fact, high-value segments want more personalization.
Look to industries already doing personalization well — like retail, travel and media — to determine best practices for your business.
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opyright ©Epsilon 2017 Epsilon D
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Recommendations
• Use the power of data consumers share with you wisely, creating valuable personalized experiences in return.
• Create a sense of security and trust with consumers by providing transparency around data use practices and communicating what choices consumers have when it comes to how their information is being used.
• Flip the order in which you think about your technology. First think about the customer experience you want, then what tech/systems needed to create that experience.
• Personalization provides consumers value by saving them money, making things more convenient and providing exceptional service.
• Take advantage of all the data sources available to you. Data fuels personalization and personalization is clearly valued by consumers.
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The findings
9
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What consumers think about personalized experiences
10 10
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of consumers are more likely to do business with a company that offers personalized experiences
80%
Overall, affinity towards personalization is strong.
Base: Total (n=1,000)Q3. In general, how appealing is a personalized experience if a company offered this to you?Base: Total answering (n=897; 37*) *indicates small sample size <50Q5. If a company offered a personalized experience, how would that impact your likelihood to do business with them?
90%
7%4%
Very/somewhat appealing Neither appealing nor unappealing Not very/not at all appealing
The appeal of personalization
10
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And companies are continually improving their ability to personalize.
Base: Total (n=1,000)Q8. In the past year, do you believe companies have gotten better, stayed the same, or gotten worse at providing personalized experiences?
Progress of companies offering
personalized experiences over
past year
66%
27%
7%
Much/somewhat better
Stayed the same
Much/somewhat worse
11
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Base: Total (n=1,000) Q1. For this survey, we will be focusing on the topic of personalized experiences that a company might offer to their customers. Thinking about these personalized experiences, what does this mean to you? Please be as specific as possible.
“It means that the company will know what you want, your likes and dislikes and make sure
you have what you want.”
“They offer personalized offers, products and
coupons that meet your needs and are items you
typically buy.”
“…dedicated shopping assistant, order puller-have the order ready. Curb service, disabled
entry doors.”
“It means noticing how I shop/surf the internet
and customizing advertising and
shopping options to my preferences.”
“It means it's something suited to
me exactly so that I'm more likely to be interested in what they’re selling.”
How consumers interpret personalization:
But, personalization means something different to everyone.
32% 32% 16% 8% 7%
Customization Service Discounts/offers
Specific products/services
Convenience
12
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Ways that companies are currently doing well at personalization:
29% Discounts/offers
27% Recommendations
21%Convenience
15%Service
15%Mobile app/website
Websites/mobile apps
41%
12%Recommendations
13%Convenience
31%
Physical locations
Financial institutions are winning at service and mobile apps/websites.
Groceries and drug stores, and travel and leisure companies are discount powerhouses.
Dept./mass merchandise, grocery/drug store and travel and leisure perform well in discounts/offers.
Online retailers and media/entertainment are doing especially well in providing recommendations.
Discounts/offers
Service
13
Base: Website/Mobiles Apps (n=503), Physical Locations (n=422)Q11. You mentioned that [PIPE IN FROM Q10; REFER TO SPREADSHEET FOR WORDING] are currently doing well when it comes to personalized experiences. What are some ways that they are doing this well? Please listexamples and be as specific as possible.
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Top companies providing personalized experiences
Top personalized experiences mentioned (open-ended mentions)
Customized recommendations and discounts are most memorable.Stores like Amazon excel in personalization likely because of their ability to use real-time browsing and buying history to recommend products to customers.
Recommendations based on preferences/purchases
Convenience of saved information like habits/preferences
Nothing
19%
5%
Base: Total (n=1,000) Q2a/b. Thinking about the description you just read, what are some ways that you’ve experienced personalized experiences from a company that resulted in benefiting you in some way, such as making your experience doing business with them more convenient, easier, faster, or helping you save money? As a reminder, please think about all the ways that you might interact with a company, including visiting a physical location, browsing a website, receiving direct mail, on a mobile app, etc. Please be as specific as possible. (Showing above 1% mentions)
22%
Coupons/discounts, rewards programs,
saves $
31%
Helpful and personable customer service20%
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Most consumers appreciate personalization when benefits/incentives are tailored to them.
25% 75%
32% 68%
32% 68%
36% 64%
36% 64%
43% 57%
Getting personalized offers is creepy to me.
Getting a personalized experience from a company I’m doing business with is not worth giving up my personal information.
Companies generally are unable to recognize me across the various ways that I interact with them (e.g. across each of my
devices, in-store, online, etc.).
Most companies don’t do a good job using my personal information to create a personalized experience for me.
Despite collecting my personal information, companies don’t seem to be getting better at using it to create a personalized
experience for me.
I do not trust that companies will use my personalinformation in the most secure way possible.
I think it is very cool when I get personalized offers.
It is worth giving my personal information to a company in exchange for offers, product recommendations, discounts, etc. that are personalized for me.
I have noticed that companies have been able to recognize me across the various ways that I interact with them to provide a personalized experience.
Most companies do a good job creating a custom-tailored experience for me based on having my personal information.
I have noticed that companies are getting better at using my personal information to deliver a better, personalized experience for me.
I am confident that the companies I give my personal information to will use it in the most secure way possible.
Base: Total (n=1,000)Q24. Please read the two statements below and select the response that you agree with more.
% agree more with positive statement% agree more with negative statement
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How various industries stack up in personalization
17 17
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Key findings by industry
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Aim to offer tailored experiences that fit the needs of consumers within your specific industry, following the lead of companies that are already stars in the space.
• You should also cater to the communication preferences of the consumer (e.g., weekly/monthly emails).
Within websites/mobile apps, online retailers are nailing personalization, while the financial and auto industries have the most room for improvement.
• This is especially true for the auto industry where there is currently no leader in this space.
Grocery/drug stores perform the best in personalization for physical locations, while media & entertainment and auto companies have the most opportunity for growth.
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
86%
69%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 53%§ App on your phone or
other mobile device 49%§ Company website 46%
How often would they like to receive them?Weekly 69%
Providing offers or coupons based on past purchases or preferences you’ve set
Providing offers or coupons based on your physical location
Sending you customized communications
50%
30%
24%
Department or mass merchandiser (website/mobile app)
19 19
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
78%
63%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 64%§ Company Website 38%§ App on your phone or
other mobile device 35%
How often would they like to receive them?Weekly 51%
Providing offers or coupons based on past purchases or preferences you've set
Sending you customized communications based on past purchases or preferences you've set
Providing offers or coupons based on your physical location
47%
39%
33%
Department or mass merchandiser (physical location)
20 20
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
89%
59%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 55%§ Company website 52%§ App on your phone or
other mobile device 39%
How often would they like to receive them?Weekly 45%
Website opens to the page you prefer
Storing your financial activity history for you to reference later
Storing your billing information / preferences
29%
29%
23%
Financial institution (website/mobile app)
21 21
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
77%
61%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 61%§ Text message 41%§ App on your phone or
other mobile device 40%
How often would they like to receive them?Weekly 44%
Reminding you of outstanding financial transactions that need to be completed
Allowing you to set up recurring financial transaction
Recommendations of financial products appropriate for your financial situation
43%
43%
32%
Financial institution (physical location)
22 22
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
90%
71%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 70%§ App on your phone or
other mobile device 46% § Text message 42%
How often would they like to receive them?Weekly 62%
Providing offers or coupons based on your physical location
Providing offers or coupons based on past purchases or preferences you've set
Sending you customized communications
29%
29%
25%
Grocery or drug store (website/mobile app)
23 23
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
75%
69%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 63%§ App on your phone or
other mobile device 32%§ Direct mail 29%
How often would they like to receive them?Weekly 67%
Providing offers or coupons based on past purchases or preferences you've set
Receive notifications when your prescriptions are ready for pickup
Receive notifications for prescription refills
40%
38%
36%
Grocery or drug store (physical location)
24 24
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
87%
64%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 81%§ Company website 48%§ Text message 45%
How often would they like to receive them?Weekly 44%
Providing offers or coupons based on your physical location
Home page automatically shows best fares / hotel deals in your frequently travelled cities
Providing offers or coupons based on past trips or preferences you've set
35%
32%
28%
Travel and leisure (website/mobile app)
25 25
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
94%
59%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 76%§ Company website 55%§ Direct mail 30%
How often would they like to receive them?Monthly 45%
Providing offers or coupons based on past trips or preferences you've set
Providing offers or coupons based on your physical location
Pictures / vacation ideas provided based on your past travel habits
52%
44%
25%
Travel and leisure (physical location)
26 26
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
76%
70%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 65%§ App on your phone or
other mobile device 46%§ Company website 43%
How often would they like to receive them?Weekly 45%
Keeps track of your viewing history for your reference and to make it easier to view new content
Recommendations of other shows you might like based on viewing habits
Reminders of when to watch specific events / shows based on viewing habits
50%
36%
29%
Media or entertainment (website/mobile app)
27 27
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
97%
55%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 73% § App on your phone or
other mobile device 55% § Text message 48%
How often would they like to receive them?Weekly 49%
Provide offers or coupons based on your past activities
Provide offers or coupons based on your physical location
Providing recommendations for future events based on those you've previously attended
77%
65%
29%
Media or entertainment (physical location)
28 28
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
86%
55%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 68%§ Company website 52%§ Direct mail 43%
How often would they like to receive them?Monthly 46%
Storing your purchase or maintenance history for you to reference later
Reminders of upcoming scheduled service needs
Allowing you to set up recurring maintenance for your vehicle
49%
44%
38%
No current all-stars… opportunity to lead category
Automobile company or dealer (website/mobile app)
29 29
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
79%
51%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 68% § Company website 48%§ Text message 29%
How often would they like to receive them?Monthly 44%
Providing offers or coupons based on past purchases or preferences you've set
Allowing you to set up recurring maintenance for your vehicle
Storing your purchase or maintenance history to your account for you to reference later
52%
42%
36%
No current all-stars… opportunity to lead category
Automotive company or dealer (physical location)
30 30
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
87%
66%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 62%§ App on your phone or
other mobile device 57%§ Company website 41%
How often would they like to receive them?Weekly 57%
Providing offers or coupons based on past purchases or preferences you've set
Providing offers or coupons based on your physical location
Sending you customized communications based on past purchases or preferences you’ve set
48%
42%
20%
Restaurant or food ordering service (website/mobile app)
31 31
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
91%
63%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 79% § Text message 48% § App on your phone or
other mobile device 40%
How often would they like to receive them?Weekly 55%
Providing offers or coupons based on past orders preferences you've set
Providing offers or coupons based on your physical location
Sending you customized communications based on past purchases or preferences you've set
68%
60%
37%
Restaurant or food ordering service (physical location)
32 32
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Of consumers would be MORE LIKELY TO DO
BUSINESS with them if they offered PERSONALIZED
EXPERIENCES
82%
81%Of consumers think that the industry is nailing PERSONALIZED EXPERIENCES
How would consumers prefer to receive personalized experiences?§ Email 72%§ Company website 44%§ App on your phone or
other mobile device 39%
How often would they like to receive them?Weekly 50%
Providing offers or coupons based on past purchases or preferences you’ve set
Providing offers or coupons based on your physical location
Sending you customized communications based on past purchases or preferences you’ve set
42%
32%
23%
Online retailer (website/mobile app)
33 33
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Industry Performance vs. Personalization Impact Website/Mobile App
Dept./mass merchandise store
Restaurant/food ordering service
Online retailer
Financial institution
Media/entertainment
Travel & leisure
Grocery/drug store
Automotive
Websites/mobile apps from all industries can benefit from personalization.Online retailers are leading the charge, while financial institutions and automotive dealers can improve.
Likelihood to do business with companies offering personalized experiences: (Much/somewhat more likely)
How well companies’ websites/mobile apps are delivering personalized experiences: (Very/somewhat well)
Dept./mass merchandise store
Restaurant/food ordering service
Online retailer
Financial institution
Media/entertainment
Travel & leisure
Grocery/drug store
Automotive
Base: Total (n=1,000) Q10. How well do you believe that the following types of businesses currently do when it comes to offering personalized experiences?Q16. How would the company offering you some or all of these personalization options impact your likelihood to do business with that specific CATEGORY?
90% 89% 87% 87% 86% 86% 82% 76%
71% 59% 64% 66% 69% 55% 81% 70%
34 34
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Industry Performance vs. Personalization Impact Website/Mobile App
Likelihood to do business with companies offering personalized experiences: (Much/somewhat more likely)
How well companies’ physical locations are delivering personalized experiences: (Very/somewhat well)
Base: Total (n=1,000) Q10. How well do you believe that the following types of businesses currently do when it comes to offering personalized experiences?Q16. How would the company offering you some or all of these personalization options impact your likelihood to do business with that specific CATEGORY?
97% 94% 91% 78% 77% 75% 59%
55% 59% 63% 63% 61% 69% 51%
Dept./mass merchandise store
Restaurant/food ordering service
Financial institution
Media/entertainment
Travel & leisure
Grocery/drug store
Automotive
Dept./mass merchandise store
Restaurant/food ordering service
Financial institution
Media/entertainment
Travel & leisure
Grocery/drug store
Automotive
Physical locations are falling short — particularly entertainment companies and automotive dealers.
35
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How to identify consumers who are receptive to personalization
36 36
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Key findings
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To encourage continued loyalty from high-value consumers, offer impactful and relevant personalized experiences.
Continue to expand and advance personalized experiences to encourage frequent shopping.
Personalization is profitable. ‘Super’ customers want and expect to receive personalized experiences.
Those who believe companies are doing well on offering personalized experiences shop more frequently.
Maintain and build trust with 'super' consumers by reinforcing that their information is being used securely to create personalized experiences.
37 37
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Appreciating personalized experiences does not necessarily translate to more purchases.
Companies that are among the top tier in personalization did not show greater spend than those who perform moderately.
Q3. In general, how appealing is a personalized experience if a company offered this to you?
Not very appealingNeither appealing nor unappealing
Not appealing at all
Very appealing Somewhat appealing
Average # of purchases
8.4 9.1 10.1 8.2 10.2
38 38
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Additionally, those who believe companies are doing “very well” on offering personalized experiences shop more than
more frequently than those who feel companies are doing “very poor.”3x
But all “super” customers want and expect personalized experiences.
Consumers who believe personalized experiences are “very appealing” are
more likely to be a brand’s most valuable customer – those that are expected to make more than fifteen transactions in one year. 10x
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Additionally, those with a positive outlook about businesses offering personalized experiences shop more frequently.
Q7: Thinking of all the companies and websites you shop at or do business with, how well do you believe companies are doing with providing personalized experiences currently?
Somewhat poorNeutral Very poorVery well Somewhat well
Average # of days between purchases
156 210 284 384 518
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Methodology
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Survey outline
Screening to ensure census representation
General attitudes toward personalized experiences
Industry-specific attitudes of personalized experiences
Key motivators and barriers for providing personal information
Other classification questions
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An online survey was conducted in April 2017
Following completion of the initial analysis, we dove deeper to determine the relationship between personalization and actual purchasing behavior using Epsilon transactional data.
Ages 18-64 Not employed in marketing, advertising, public relations or market research industries
A total of 1,000 responses were collected for the survey meeting the following criteria:
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Consumers demand control over how their information is used, expect highly customized experiences and look for more than just a quick discount.
But it’s not always that easy. Personalization requires:- tying a consumer's online and offline data together- actionable consumer data to deliver real-time, custom messages- learning and optimizing your marketing campaigns- reporting on how your marketing efforts are effecting the bottom line
Are you meeting their expectations? Contact us to understand the effectiveness of your current digital experience strategy and how to take it to the next level with Epsilon and Conversant.
Next steps
