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70 Percent of Consumers say They Will Exclusively Shop with Brands that Personally Understand Them this Holiday SeasonRedpoint Global, a leading software provider that helps brands deliver revenue-generating and personalized customer experiences, today announced new research revealing consumer opinions about the upcoming holiday season. Conducted by Dynata, the survey of more than 1,000 U.S. consumers finds that major changes in shopping are already under way, with 62 percent saying they would shop exclusively online this year. "The commerce habits of virtually every consumer were dramatically changed in 2020," said John Nash, Chief Marketing and Strategy Officer at Redpoint Global. "For the holiday season, these shopping trends will continue to transform the shopping experience and it is imperative brands adapt. The retailers that use real-time data to understand individual consumer preferences, make changes the data shows are needed, and effectively leverage multiple channels will be much more successful in securing consumer spend this holiday season." Shoppers are going increasingly digital and their expectations around personalization are also increasing. Personalization motivates purchases with nearly half (49 percent) saying they will be more likely to purchase from retailers who send personalized content and/or offers this holiday season. Receipt of irrelevant offers is for the second year in this survey, a top consumer frustration. Today's consumer sees being understood by a brand as table stakes. In the survey, 82 percent of respondents expect that retailers will be able to accommodate preferences and expectations. Brands that cn get personalization right will be rewarded, with consumers highly likely (70 percent) to purchase exclusively from brands that show they understand them. Two thirds of respondents say they want retailers to make the personalization consistent and frictionless, no matter the channel. They want the same understanding from a company whether shopping on a website, in-store, via a mobile app, or reaching a call center. Additional insights from the survey that retailers should make note of include:
About the Study This survey was conducted via Dynata and targeted 1,000 general U.S.-based consumers over 18 years of age. For complete survey methodology, please email [email protected]. About Redpoint Global With Redpoint's software platform, rgOne, innovative companies are transforming their customer experiences across the enterprise and driving higher revenue. Redpoint's solutions provide a remarkably uni?ed, single point of control where all customer data is connected and every customer touchpoint intelligently orchestrated. Delivering more engaging customer experiences, highly personalized moments, relevant next-best actions, and tangible ROI-this is how leading marketers lead markets. To learn more, visit redpointglobal.com.
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