In 2023, a global survey unveiled that seven out of ten business leaders were ramping up their investments in personalization. While 80 percent acknowledged that personalized experiences led to increased consumer spending, and 62 percent emphasized the favorable impact on customer retention, half of the respondents pinpointed the acquisition of precise data for personalization as a persistent challenge.

Data: access vs. execution Although business owners have recognized the difficulty of retrieving accurate data for personalized shopper engagement, this may only constitute half of the hurdle. According to a 2023 survey of retailers worldwide, roughly 60 percent of respondents reported having full capability to leverage customer data for personalization, underscoring the challenges in implementation despite data accessibility.

Growing expectations As e-commerce companies strive to deliver an increasingly personalized shopping experience, consumer attitudes toward personalization are continually evolving. Between 2020 and 2022, the percentage of buyers anticipating companies to understand and address their individual shopping needs surged. By 2023, approximately three-quarters of customers expected better personalization as they provided retailers with more data and as technology advanced.

During a 2023 survey among senior marketing executives worldwide, 57 percent of respondents saw inconsistencies in gathered data as one of the major data-related challenges in providing personalized customer experiences. Unifying data sources stood second, with 48 percent, while siloed data rounded up the top three with 47 percent.

During a December 2022 survey among marketers worldwide, 51 percent of respondents predicted that in 2023 improved customer experience would stand first among the leading benefits of a successful personalization strategy. Increased customer retention and increased revenue followed, each with 50 percent of shares.

According to a survey conducted in December 2021 and January 2022, 81 percent of responding consumers from Singapore said they were "definitely likely" or "somewhat likely" to stop using a brand if it did not personalize their customer experience. That was the highest share among the 12 countries surveyed. Brazil and Colombia followed with 80 percent and 76 percent, respectively.

During a 2021 survey carried out among professionals from various industries in the United States, 11 percent of respondents stated that over 90 percent of their organization's customers expected personalized content; 13 percent of the interviewees said that less than 10 percent of their customers expected such content.

During a survey of U.S marketers concluded in March 2020, respondents were asked about the leading benefits they saw from using personalization. According to the findings, 63 percent of survey participants saw increased conversion rates as the main benefit of personalization, whereas 31 percent cited increased e-commerce revenues as the main benefit of this tactic.

During a December 2022 survey among marketers worldwide, 74 percent of respondents agreed (somewhat: 49 percent, strongly: 25 percent) to have access required to improve marketing personalization. The remaining 26 percent disagreed with that statement.

During a global survey in the third quarter of 2024, approximately 64 percent of responding consumers reported preferring to buy from companies that tailor their experience to their wants and needs. Meanwhile, 53 percent of the respondents expressed high concern over the privacy of their personal information.

During a 2023 survey among senior marketing executives worldwide, it was found that basic information, such as first name, e-mail content, homepage, would be the most important type of data used for customer experience personalization, at 80 percent in 2024, compared to 39 percent in 2023. Purchase-based and advanced personalization techniques would also keep on growing and are expected to reach 62 and 70 percent in 2024, respectively.

During a 2023 survey among senior marketing executives worldwide, delivering personalization in real-time stood on top of the biggest challenges companies faced in delivering effective personalization to their customers, at 56 percent of respondents' shares. Inability to scale came next, with 42 percent, while striking a balance between personalization and privacy rounded up the top three with 38 percent.

During a study conducted among e-commerce professionals in the UK and the U.S. in July 2020, respondents were asked about their use of personalization on their websites. According to the results, 76 percent of survey participants were already using real-time behavioral data to personalize user experience on their e-commerce websites.

During an April 2024 survey in the United States, approximately 48 percent of responding customer experience (CX) professionals said individualized customer support made a personalized customer experience; 43 percent of responding adult consumers agreed. However, customized products and services ranked second among CX experts, chosen by 39 percent of them, while 34 percent of participating consumers selected special offers and deals.

During a December 2022 survey among marketers worldwide, when asked about the leading challenges to executing a successful personalization strategy, 43 percent of respondents believed that in 2023 the execution of budget and resources would prove to be the most challenging. Managing customer expectations stood second at 37 percent.

During a 2023 survey among senior marketing executives worldwide, 86 percent of respondents listed demographics as the most important type of data used for customer profiling. Behavioral data came next, with 49 percent, while data about business details rounded up the top three with 44 percent.

During a survey of CMOs in the United States, conducted in August 2021, it was found that 43 percent of respondents pointed to marketing technology, data, and analytics as their top priority for the upcoming 12 months. Customer experience, personalization, and, loyalty was on top of mind for 39 percent of U.S. CMOs at that time.

During a 2022 survey carried out among business managers and above who were familiar with their company's customer experience, marketing tech, or customer data strategies from various countries across the globe, 37 percent stated their brands used exclusively first-party data to personalize customer experiences. A year earlier, the share stood at 31 percent.

During a 2022 survey carried out among consumers who purchased something online in the past six months from various countries across the globe, 62 percent stated that a brand would lose their loyalty if it delivered an non-personalized experience. A year earlier, the share stood at 45 percent.

Based on the findings of a survey gauging the perceptions of personalization among internet users int he United States, more than 90 percent of respondents were receiving marketing messages that were irrelevant to them in 2019. What is more, 44 percent of survey participants said they were willing to switch to brands that did personalization better.

During a December 2022 survey among senior marketers worldwide, 95 percent of respondents rated their personalization strategies as (somewhat or very) successful. Only five percent of responding marketers thought of their strategies as unsuccessful.

In 2023, around 65 percent of marketing professionals from selected countries worldwide sent out more than half of their e-mail marketing campaigns with subject line personalization included. Another 9 percent of the same professionals did not send any e-mails with personalized subject lines.