As digital channels become the primary source of shopping efforts, consumer marketing is shifting to an anytime, anywhere approach, allowing customers access at their fingertips. New research from cross-channel marketing platform Cordial reveals how these changes are impacting customer engagement expectations.
“When communicating with customers today, brands must break through endless noise to reach their customers. Tools and strategies that worked 10 years ago, let alone two years ago, no longer apply,” said Jeremy Swift, CEO and co-founder of Cordial, in a news release. “Expectations are at an all-time high as technology, instant gratification and myriad other experiences have shifted the norm for consumers. Customers want and expect greater personalization and relevant communication from brands.”
“Highly personalized content is a must in today’s marketing landscape, and partial data and disconnected channels don’t cut it,” Swift added. “Marketers need strong data capabilities to really ensure they are communicating with customers in the ways they expect. Brands must take the time to understand customer expectations and meet them where they are—with more thoughtful and timely communications.”
With accelerated online shopping behaviors and expectations, traditional, cyclical outbound messages from brands are no longer sufficient to drive engagement and retain brand loyalists.
Cordial collected data from two consumer surveys of 1,000 adults, age 18 and older, who live in the United States, focusing on consumer expectations, communications, and experiences in the customer journey to understand changing preferences and behaviors.
Key findings from the report include:
Consumers shop more with those who invest in greater personalization
Eighty-one percent of consumers are more likely to buy from stores and brands that communicate with them in personal, relevant ways.
Consumers want marketers to use data in more sophisticated ways to improve their experience
Seventy percent of consumers would be willing to share more information with brands if they knew they would use it to improve their shopping experience.
The importance of mobile apps is rising in both online and in-store shopping experiences
Seventy percent of consumers are shopping via mobile apps more frequently than they did a year ago, and 76 percent prefer when stores and brands offer their own mobile apps for shopping.
Brand loyalty motivators differ by generation
Two-thirds (67 percent) of Boomers and nearly half (49 percent) of Gen X say that giving them the lowest price is the best way to win their loyalty. More than half (54 percent) of Millennials and 44 percent of Gen Z shoppers point to personalized offers and incentives to keep them happy.
“Our customers have shifted their expectations and as a brand, we have to listen to what they want if we’re going to stand out from competitors,” said Angela Gow, Director of Digital Merchandising and Email at Eddie Bauer, in the release. “It is imperative for us to provide a personalized and relevant experience that allows our customers to feel connected, understood, and heard. By deeply personalizing our channels of communication through Cordial, we have seen a major increase in engagement and a 7 percent boost in average order value.”
The full report draws from the voices of 2,000 consumers, providing insight into evolving personalization expectations, opportunities for growth and innovations for marketers to better engage with their customers.