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Global report on personalisation: what consumers want, need & expect

Personalisation has become a focus for many businesses, but many open questions remain around how consumers feel. 

Thanks to its digital-first mentality and awareness of consumer trends, clients of Tryzens grow at over two-times the industry average. As businesses continue to look to connect with customers on a deeper level, driving loyalty and retention, one key e-commerce trend that Tryzens anticipates accelerating in importance is the personalisation of the user experience.

By now, consumers are well accustomed to targeted digital experiences. However, sentiments towards the amount of data customers are willing to share with brands are mixed. Tryzens conducted a survey of 2065 consumers across the UK and Australia to get the answers right from the horse’s mouth to find out what they are willing to share, what they expect in return and the all-important question “when does it become too creepy?”

In our global research, over half of all respondents agree that personalisation enables them to see the best offers and content, but our research revealed a demographic split: while consumers aged between 25 and 34 call personalisation “fantastic and helpful”, only 13 per cent of over-65s agree. Meanwhile, six in 10 younger consumers say they want their shopping experience to be specific to them, compared with just 34 per cent in the older group. As millennials become the most dominant consumer group, it’s clear there will be growing demand for personalisation. 

“Personalisation provides an experience that is compelling, positive and engaging,” says James Lutchmaya, Managing Director for the ANZ region at Tryzens. “Experiences need to become more natural, intuitive and adapted to each customer, from browsing to purchase method and even delivery preferences. The key for any business is to really understand customer sentiment and preference at an individual level, and to take that learning and craft it into every touchpoint with your brand for a seamless experience that resonates for them.”

Armed with a range of insights gained from our research, we can now create more seamless and intuitive personalised experiences that put consumer wants, needs and expectations first.

You can read the full report here.

Reach out to our team today to find out how we can help you in your journey to providing the perfect level of personalisation.

About Tryzens

Tryzens is an international digital commerce consultancy that takes a holistic approach to growing businesses based on digital-first principles. Our team of trading specialists, strategists and technology experts are passionate and focused on identifying and implementing solutions that optimise performance across all channels to delight customers no matter how or where customers choose to buy.

With offices in London, Melbourne, Sydney, Sofia and Trivandrum, we have partnered with some of the world’s most successful retailers and brand owners including Cotton On Group, Sweaty Betty, Liberty London, Showpo, RM Williams and Treasury Wine Estates to provide beginning to end services that help grow businesses and provide the best customer experiences.