{"id":4250937,"date":"2021-09-17T15:29:49","date_gmt":"2021-09-17T15:29:49","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/delivering-personal-experiences-in-the-new-digital-reality\/"},"modified":"2021-09-17T15:29:49","modified_gmt":"2021-09-17T15:29:49","slug":"delivering-personal-experiences-in-the-new-digital-reality","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/delivering-personal-experiences-in-the-new-digital-reality\/","title":{"rendered":"Delivering personal experiences in the new digital reality"},"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\tDelivering personal experiences in the new digital reality\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\t17 September 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 plays a pivotal role in digital strategies and experiences. It rapidly evolved from a buzzword to become an essential way for brands to build strong, long-term relationships with audiences. And when the pandemic forced companies and customers to engage purely through online means, it became an even more dominant force. Personalisation is spoken about extensively by CMOs, practitioners and technology vendors alike, but what do consumers think?\t<\/h2><\/div><\/div>\n\n

The e-commerce industry went through a much-cited growth spurt as a result of the pandemic, accelerating 10 years in just 90 days according to McKinsey<\/a>. Following a period of such immense growth and transformation, and with many new marketing technologies on the market to assist in the advancement of personalisation efforts, DEPT\u00ae wanted to find out if the retail e-commerce industry is leveraging the opportunity to its full potential.\u00a0

After uncovering what consumers really thought of personalisation in 2019, we\u2019ve run our consumer study again<\/a> to find out: how consumers\u2019 perceptions have changed (if at all); identify any gaps in retailers\u2019 current strategies; and make recommendations on the best ways brands can take action in the new digital reality.\u00a0<\/p><\/div><\/div>\n\t<\/div>\n<\/div>\n\n

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Failing to keep pace with change<\/p>\n<\/div>\n\n

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\n\t\t\t\t\n\n\t\tAs in 2019, personalisation is still in the domain of being perceived as both good and bad, with strong feelings both for and against it, suggesting that not enough progress is being made by brands and retailers. However, consumers feel slightly more favourably towards it than they did two years ago, with sentiment for why they like personalisation growing across the board.\u00a0

We found that the advancements made across the e-commerce industry as a whole throughout the last 18 months are not reflected in retailers\u2019 and brands\u2019 personalisation efforts, leading to a lack in consumer awareness and understanding of the true extent of benefits it can offer. Rather, many consumers are left frustrated by the irrelevance of some personalisation methods and many have concerns around data sharing.
\t<\/p>\n\n\n\t\tKey findings\t<\/h2>\n\n