U.S. shoppers are the most likely to sign up for personalized messages, at 55%, followed by consumers from the UK (52%), Germany (46%) and France (44%). U.S. shoppers also were the most prepared to opt in for personalization; indeed, one-fifth (19%) say they frequently do so. In contrast, consumers in the UK (15%), France (15%) and Germany (11%) are more inclined to keep brands and retailers at arm’s length, only opting into personalized messaging on a selective basis.
French shoppers had the largest group (47%) feeling that personalized messages still carried a “mass marketing” taint, compared to only 36% of U.S. shoppers.
Despite this current personalization shortfall, individualized communication efforts do prompt 31% of consumers to act immediately, either by checking out an offer or making a purchase. U.S. (37%) and French (32%) consumers are the most likely to act on personalized prompts, while German (27%) and UK (26%) consumers lag slightly behind.
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Article source: https://www.retailtouchpoints.com/topics/shopper-experience/41-of-shoppers-say-most-personalized-messages-still-feel-like-mass-marketing
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