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Personalised marketing has moved beyond merely understanding the individual consumer, to the point of building personalisation based on country-specific, age and gender attitudes – as a well as characteristics and attributes that convey the communication to feel personal to different audiences, reveals the new study from Periscope by McKinsey.
In all markets surveyed, more than 50% of customers reveal that they frequently receive personalised messages, finds the same body of research, which questioned consumers across US, UK, Germany and France to help retailers understand how to achieve a sustainable growth via personalisation.
Conversely, respondents in the US and France receive the most personalised communication, with 62% and 60% of consumers, respectively, in comparison to clientele in Germany and the UK followed by 55% and 53%.
Overall, consumers reveal a positive attitude to receiving personalised messages from retailers.
Consumers in the US report positive feelings towards communication sent to them, with 50% say they “really” or “somewhat” liking getting them-demonstrating a green-light for retailers to connect with their audience.
French and UK customers appear to be less enthusiastic, with 38% and 37% respectively, feeling “somewhat” or “very favourable.” Whereas, consumers in Germany were more sceptical, with less than a third (29%) having an affirmative attitude towards personalised messaging.
The report goes on to say that gender plays an important role when it comes to crafting a personalised piece of communication.
As it appears, men in the US (56%) and Germany (33%) are more approving of getting their inbox inundated with these type of messages in comparison to women, with 44% and 25%, respectively.
The picture is entirely different in the UK and France. In fact, 39% of French and British women equally say they either “somewhat” or “very much” like to get targeted with personalised communication, as contrasted to 37% of French and 35% of British male consumers.
Age also impacts the frame of mind towards personalised marketing. With the exception of Germany, clientele aged 30-39 welcome personalisation, followed by respondents of the 18-29 age cohort. The older generation, being less digitally-savvy demonstrated a significantly stronger dislike of this type of communication.