1. AgilOne Consumer Survey:
Marketing Personalization
Preferences of Shoppers Worldwide
AgilOne surveyed more than 3,000 adult
consumers in the US and UK on their shopping
personalization preferences using retail
research agency Conlumino.

2. AgilOne Consumer Survey:
Marketing Personalization
Preferences of Shoppers Worldwide
We have entered an era of personalized marketing. Everyday marketers are searching for
new ways to be more targeted, customized and relevant with their communication efforts.
We wanted to hear from the people on the other end of those emails, mailings, calls, social
media advertisments, etc. – the consumers. We produced a survey to find out which types of
personalization consumers are ready for, comfortable with and already expect. It’s important to
keep in mind that every company is different and therefore it’s imperative to leverage your own
customer data and understand the unique preferences of your customer base.
We have pulled out some highlights from the survey to review, to see complete results flip to the
index.
Consumers Worldwide Expect Marketing Personalization from their Brands
More than 70% of consumers in the US and UK expect some type of personalization from the
brands they interact with. The survey found the highest anticipated customized efforts to be
‘remembering how long a person has been a customer’ and ‘remembering past purchases’.
These simple pieces of information can greatly affect your customer’s loyalty and engagement
with the brand. With this information companies can send long-time customers special offers
and appreciation gifts as well as more accurately recommend products. See complete results on
customer expectations in the index.

3. Different Consumers Appreciate Different Types of Personalized
Marketing Programs
Consumers may expect personalization from their brands, however, the type of personalization these
customers would like varies from person to person. It is important to understand which customized
communications are appreciated by which customers in order to ensure maximum engagement and
reduce opt out rates. Many people appreciate email discounts as opposed to pop up offers (66% vs 24%
in US), for example. Geographic location is a large factor as well; consumers in the UK are much more
selective about which communications they appreciate. For instance, less than 20% of consumers in
the UK would like automatic refill reminders. It’s important to remember that even if a small percentage
of consumers appreciates an offer or campaign, it is still valuable to target these individuals using the
method or content they prefer. This has proven to boost incremental revenue and re-engage customers
who may respond differently to certain communications than the majority of your customer base. See
complete results on appreciated personalizations in the index.
The Millennials Are Leading The Charge In Required Personalization
The younger generation aged 18-34 is leading the way in expecting and demanding more
personalization of their brands. They are more comfortable than older generations with brands having
their personal information such as size (45% 18-24 vs. 21% 65+) and birthdays (52% 18-24 vs. 21%
65+). Milennials are also more interested in customized campaigns such as a discount to check out an
abandoned cart online (54% 25-34 vs. 31% 65+) and new customer welcome offers (61% 25-34 vs 39%
65+). The preferences of the younger generation are a great indicator as to what the future of shopping
behaviors and marketing strategies holds.
See charts on next page.

5. Consumer Survey Index
US
UK

6. US

7. UK

8. US

9. UK