Personalization is considered to be a key element in winning more customers and growing your business. It helps you to connect with your prospects and customers and present right offers.

Think with Google’s Kiran Mani and Rachelle Considine have published an article ‘You don’t just need personalization — you need the right personalization’ justifying the emerging need for creating effective personalization experience for business growth.

Mani and Considine say, “According to Boston Consulting Group, there is close to $400 billion dollars at stake in U.S. retail, which BCG believes will go to the 15% of companies that get marketing personalization right. We partnered with BCG on a study of 300 retail marketers and 2,000 consumers to quantify the business impact of personalization on retailers and evaluate the investment opportunity. We also conducted separate research to better understand what people actually want from a personalized experience.

Shoppers will exchange information for value

Over half of U.S. consumers say they are interested in seeing personalized content when shopping.1 And they say they are comfortable sharing their information as long as they feel like they’re getting value in return.

People get value from personalization that:

3 images set in light gray circles, each with a caption. Clock set to 3:00. 1. Saves them time. Price tag with a percent sign. 2. Offers them a discount. Smartphone shows a sneaker selected by blue check. 3. Displays the right product.

A study that we fielded with Ipsos found that shoppers value experiences that:

  • Save them time, creating seamless experiences that make it easy to engage and buy. 80% of global shoppers say getting it done as quickly as possible is important to them when deciding which brand or retailer to buy from”.

You don’t just need personalization — you need the right personalization

Think with Google

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