{"id":4249587,"date":"2021-10-25T14:50:05","date_gmt":"2021-10-25T14:50:05","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/strengthening-value-exchange-through-personalisation\/"},"modified":"2021-10-25T14:50:05","modified_gmt":"2021-10-25T14:50:05","slug":"strengthening-value-exchange-through-personalisation","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/strengthening-value-exchange-through-personalisation\/","title":{"rendered":"Strengthening value exchange through personalisation"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tStrengthening value exchange through personalisation\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tLizzie Powell\t\t
\n\t\tVP of Growth, Experience and Engineering\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t25 October 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\tPersonalisation is a stalwart of e-commerce, playing a key role in retailers\u2019 digital strategies. It has become even more important as a result of the pandemic, with 75% of consumers<\/a> trying new store websites and brands during the crisis, leading them to reconsider brand loyalty of where they shop. With competition drastically increasing overnight, e-commerce brands had to up their personalisation game to effectively engage and convert new and returning customers. But are they hitting the mark? We launched a study to find out.\t<\/h2><\/div><\/div>\n\n

After uncovering what consumers really thought of personalisation in a 2019 survey, we\u2019ve run the study again<\/a> to see if opinions have changed over the last two years. We found that consumers value personalisation when it is useful to them, and dislike it when they are overtly being sold to; highlighting the urgency for brands to strengthen the value exchange of their personalisation efforts.\u00a0<\/p><\/div><\/div>\n\t<\/div>\n<\/div>\n\n

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Gathering insights<\/p>\n<\/div>\n\n

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\n\t\t\t\t\n\n\t\tWe gained respondents\u2019 views on why they like personalisation by asking them to rate the advantages and disadvantages on a five-point scale of strongly agree to strongly disagree. Sentiment improved consistently across the board, with more people agreeing or strongly agreeing with positive statements about personalisation in 2021 than they did in 2019.\u00a0

What consumers like the most has stayed the same, with time saving, helping people find new products, or helping them find exactly what they need securing the top three spots. Notably, the biggest increases came from the \u2018strongly agree\u2019 ranking, where there was an average 5% increase in the volume of people strongly agreeing with statements.\u00a0\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t