UK shoppers demand personalised retail experiences across channels

A recent study by Retail Economics for Infobip has found that over half of UK shoppers consider their experience with retail communications to be too generic, while 60% find these communications irrelevant.

The findings highlight a shift in consumer expectations, with personalisation now seen as a critical factor in the retail sector. Data-driven personalisation is no longer regarded as optional, but instead as central to improving customer satisfaction and loyalty.

The research, led by Retail Expert Richard Lim, indicates that personalisation should extend beyond marketing communications and be incorporated into all stages of the customer journey. This includes tailored recommendations, more responsive support during fulfilment, and even in the returns process.

The study, which surveyed 2,000 UK customers, found that 56% rate the overall customer experience as too generic. The desire for more personalised communications is also reflected in customers' expectations for relevant content and greater choice in how they receive information.

Importantly, the report identifies key areas that retailers need to address in order to attract and retain customers. These include:

Personalised messaging

This involves leveraging data to customise communications, including special offers, delivery updates, and support information.

Data optimisation

Consumers respond positively to brands that recognise their preferences, shopping habits and interests, which contributes to a more convenient experience.

Seamless experiences across channels

Reaching customers via their preferred platforms - whether this is by email, SMS, push notifications or social media - is seen as integral to engaging new shoppers and building long-term loyalty.

Interest in tailored brand interactions is not limited to promotions or product recommendations. The research found that 82% of shoppers value clear communications via their preferred channels in the event of delays. The availability and quality of customer support for delivery-related queries remains important to 75% of respondents.

The study authors stress that retailers who invest in personalisation at every stage of the journey can overcome points of friction, such as uncertainty during deliveries or confusion at returns, which in turn helps to create lasting brand loyalty.

Kim Johal, UK&I Retail Lead at Infobip, said: "Customers now expect personalised communications across the customer journey. If a retailer can recommend a product or service at the right time through the right channel, they expect the same tailored communications if they have a problem or need support. To attract and retain customers, retailers must up their personalisation game. Communications must be relevant and timely, delivered via preferred channels."

The survey results underline that UK retailers face challenges addressing consumer demands for increased individuality in their messaging and customer support. Retailers are recommended to leverage available customer data more effectively in order to meet these expectations.

The study was carried out in partnership between Infobip, a global cloud communications platform, and economic research consultancy Retail Economics.