Brand communicators are aware that today’s consumers don’t give their loyalty easily, and that brands must nurture those relationships thoughtfully with engaging correspondence. But what kinds of messages do customers expect to receive from their favorite brands, how often, and which engagement channels do they prefer?
New research from insights-led customer engagement platform MoEngage offers fresh insights on consumers’ expectations of how brands leverage personalization to interact with them.
The firm’s newly released second edition of Personalization Pulse Check Report 2023 report underscores personalization’s increasing role in engaging customers and fostering long-term loyalty. In the 2021 edition, the researchers found that consistent, relevant messaging across multiple channels was the number one challenge for consumer brand marketers.
And the bar has definitely been raised since then
This year’s report shows that customers prefer to hear more frequently from brands than previously believed, provided that the messages brands send them are highly personalized with relevant offers, discounts, or loyalty rewards. In fact, 41 percent of North American consumers surveyed said that they wish to receive weekly updates from their favorite brands, and 58 percent of consumers are becoming increasingly frustrated with brands that offer generic and inconsistent messaging.
“Finding the solution to winning customer loyalty can be daunting for brand marketers. To do it well, marketers need to leverage customer data based on prior browsing and shopping behaviors to inform their customer engagement strategies,” said Raviteja Dodda, CEO of MoEngage, in a news release. “Consumers are making it clear what they want and expect from brands. It’s up to marketers to deliver that experience to keep them coming back.”
Overall, there are still more improvements brands must make to ensure they are delivering a consistent, personalized experience for consumers
According to the research, 31.9 percent are of consumers are frustrated by brands that send too frequent or too few communications. Most of consumers’ frustration stems from a lack of strategic customer engagement.
Additionally, the research found:
- 32.3 percent of consumers choose one brand over another if the communication is unrelated to their current shopping behavior
- 53.6 percent of consumers interact more than three times with a brand before buying from them
- 56 percent of consumers want a curated shopping experience
- 66 percent of consumers are comfortable or slightly comfortable with sharing their data including name, location, and email.
The report also sheds light on:
- Attributes that delight consumers about a brand experience
- Factors that lead consumers to choosing one brand over another
- Leading indicators of the number of engagement touchpoints and preferred channels of engagement before buying
- Viewpoints of sharing personal data in exchange for personalized experiences
The firm polled 2,000 consumers across North America for this report.