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Consumers value personalized interactions with companies

65% of customers are more likely to buy from retailers that know their purchase history, according to Accenture Interactive’s new Personalization Pulse Check.

According to the study, the instances of customers welcoming personalized and tailored communications include:

  • Being recognized – more than a half of respondents (56%) are more likely to shop at a retailer in store or online that recognizes them by name.
  • Being offered relevant recommendations – four in ten (58%) are more likely to buy when a retailer recommends options for them on the basis of their previous purchases or preferences.
  • Being remembered – 65% are more likely to shop at a retailer (online, offline) that knows their purchase history.


75% said they were more likely to make a purches from a retailer that provides any of the three services.

Though many customers welcom personalization, they are often disappointed by the experiences they receive. This includes:

  • Being overwhelmed by options – 39% have left a business’ website and made a purchase elsewhere, because of too many options.
  • Being underwhelmed by recommendations – one in two (50%) consumers have never bought anything recommended to them on a retailer’s website.


Still, most consumers are comfortable with their personal data being collected if a company is transparent about how it uses the data (70%) or lets them control how the data is used (75%).

The survey was conducted among more than 1 500 consumers aged 18 to 60 across the United States and United Kingdom.

Michał Pasternak

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