In new research to find the UK’s best industries for personalised content, supermarkets have ranked first.
“Supermarkets benefit from having access to a huge amount of data – from purchase frequency to brand preferences.” says the president of Optimizely, Shafqat Islam, on how supermarkets are able to create top personalisation.
According to the research, with the online supermarket and grocery industry leading on personalisation, it is the one resonating the strongest with consumers.
Of the 1,000 UK consumer respondents, 21% marked supermarkets with an ‘Excellent’ level of personalised digital content. This was the highest ranking across any industry.
Following this industry, are entertainment, gaming & sports (15%), health & wellness (14%), banks and financial services (13%), and hotels & accommodation (13%) receiving an ‘Excellent’ ranking.
Supermarkets have access to vast amounts of customer data on shopping habits, preferences and demographics through loyalty schemes, online shopping platforms, and in-shop purchases. Through this data, they are successfully tailoring their offerings to meet individual needs and enhance customer satisfaction.
“But, access to data means absolutely nothing if it is not used in the right way,” continues Islam. “Other industries are sitting on similar data goldmines, they are just struggling to connect the dots in the same way grocers are. However, through continuous experimentation and ongoing refinement of personalisation strategies, every industry can use first-party data to create meaningful digital experiences that resonate with every single consumer.”
Transport, specifically trainlines, have come in at bottom place of the rankings. 16% of consumer respondents rated the industry ‘Terrible’ or ‘Poor’ for personalisation. Also featuring at the bottom include utilities (15%), real estate & property (15%), automotive (13%), and charity (13%).