Personalizing messages are the way to a consumer’s heart—and wallet—as shoppers now expect not only to engage with a retailer when and where they want to, but that retailers understand and respond to their individual shopping behaviors.
This consumer change is called the Amazon and Uber effect, said Matt Sargent, senior vice president of retail at Magid Associates, a research-based strategic consulting firm. “Customers’ expectations have shifted to the point where they fully expect retailers and manufacturers to know what they want, when they want it and how they want it presented to them.”