Consumers are happy to be contacted by retailers, as long as communications are tailored, a recent study by Forrester Consulting found. In fact, consumers are more likely to shop frequently with those retailers and more likely to establish loyalty with those retailers, according to a study of 502 North American consumers aged +18 who shop online at least monthly conducted by Forrester in November, 2018. These high expectations for personalization require from retailers more than traditional segmentation based on single data points like age, gender, or purchase history, which point to a past need, rather than a current intent.

Forrester summarized the results of its study in a paper titled, “Unlock Customer Obsession By Tying Features To Business Outcomes.” Click here to download the paper.

Here are selected highlights of the study:

  • 72 percent agree: “I am more likely to shop more frequently with retailers that send me relevant communications.”
  • 70 percent agree: “I’m more likely to establish loyalty with a retailer that I feel knows me.”
  • 69 percent agree: “I would be willing to share details about my interests and preferences if it means I'll only be sent relevant offers afterwards.”
  • 67 percent agree: “I wish retailers would stop sending me what feels like generic sales offers/promotions.”66 percent agree: “I’m likely to spend more with a retailer who I feel knows and understands me.”