Brits want more relevant omnichannel personalisation, Boxever

78% of UK consumers are frustrated by untargeted and irrelevant marketing and communication from brands, according to research by Boxever.

The company surveyed 2,064 people and found that 66% are annoyed when they receive a communication from a brand about something they have already bought. 67% are ready for more relevant personalisation from brands across different channels including email, website and social.

57% have made an impulse purchase after seeing a personalised offer. While 48% would make additional purchases from the same brand as a result of personalisation - this jumps to 70% if the offer is also seen as relevant. As many as two thirds of UK consumers view irrelevant communication as a major turn-off.

41% like getting personalised offers as it saves them money, while 23% say they like that it helps them to discover new products and services. More than one in four are willing to exchange their personal data to receive personalised communications. This rises to 46% if consumers feel the brand delivers relevant communication. UK consumers aged 18-34 are more than twice as likely (39%) to share personal data in exchange for personalisation from brands than those aged 55 years and over (18%).

“Personalisation opens up huge opportunities for brands. But it doesn’t happen overnight. To realise its true potential, personalisation is something that requires collaboration across your whole organisation, the right technology and a clear strategy to bring it all together,” says Dave O’Flanagan, Boxever CEO.

“We are seeing this everyday with our customers and the results from the survey reflect our experiences that when well executed, personalisation yields bottom line benefits for companies that are also keenly appreciated by the consumer.”