What customers want in 2015: personalisation

shutterstock_199061690As part two of a three part series DigitasLBi‘s 2015 Connected Commerce study of retail trends reveals a significant rise in the use of connected devices, including wearables, and an increase in social commerce; urges retailers to personalise the shopping experience in order to boost sales.

Shoppers around the world now expect multi-channel, multi-screen experiences from brands and retailers, with the average consumer using a total of five devices when making a purchase – a significant increase from the 2.8 devices reported in 2014. This is according to DigitasLBi’s 2015 Connected Commerce study of the latest retail trends across 17 countries including Australia, China, India, Japan, the UK and the USA.

Personalisation is key driver to online and offline sales

According to DigitasLBi’s Connected Commerce survey, personalising the shopping experience is the surest way to the consumer’s pocket. 62% of respondents claim they buy more and/or more often when met with personalised retail experiences. A further 27% actively look for personalised offers when shopping online and 75% log in to e-commerce websites that cater for their personal preferences based on previous behaviour (40%) or to get product personalisation (34%).

The demand for personalisation goes beyond the online experience, with 70% of shoppers around the world admitting they are more likely to embrace new in-store technologies such as GPS and WiFi tracking if they receive customised benefits in return, such as personalised money-off vouchers.

Jim Herbert, managing partner of DigitasLBi Commerce commented: “Personalising the retail experience and tailoring it to the needs of individual shoppers is a sure-fire way to attract more customers and boost profits both online and in-store. The bricks-and-mortar store is going from strength to strength and behind retailer websites and apps has become the second most preferred point of information for customers. However, the in-store experience needs to become more agile, more digital and more connected. Retailers need to get smarter about using data in order to personalise the shopping experience to increase sales performance.”

Read more:

Part 1: the connected customer

Part 3: social shopping 

Find the full report here.

DigitasLBi’s Connected Commerce survey is now in its fourth year. The study covers a total of 17 countries, up from 12 last year. Countries taking part are Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, Japan, the Netherlands, Singapore, Spain, Sweden, UAE, the UK and the USA. The 2015 survey was conducted online by IFOP from March 5th to March 25th, 2015 with a sample size of 1,000 web users per country aged 18 and over using the quota method (gender, age, income or social profile and region).

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