Reap The Rewards: How Marketers And Shoppers Perceive Personalization

The eternal back-and-forth between what customers want and what marketers think customers want has a new talking point thanks to Dotdigital’s The Loyalty Divide report.

Take personalized discounts and offers. While 69% of marketers believe it to be customers’ most-preferred reward from a loyalty program, only 46% of shoppers prefer them, their fifth-ranked reward below cashback on purchases, samples and freebies, free shipping, and birthday awards.

(Source: Dotdigital)

“While marketers and consumers agree on what drives purchases, they are less aligned on post-purchase rewards,” says the report, which also found a disparity with birthday awards, something 55% of consumers would want to receive but only 39% of marketers saw as important.

(Source: Dotdigital)

Still, personalization is another aspect seen differently depending on the side of the coin. While 78% of consumers feel brands are personalizing at the right level, 83% of marketers believe their messaging isn’t personalized enough.

“Personalization should convert to relevancy,” the report says. “Consumers crave authenticity, which is where social media, UGC (user generated content) and influencer marketing come into play.”

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