Four in ten US consumers expect personalised shopping experiences, TransUnion research shows

New research from TransUnion suggests 39% of US consumers expect brands to personalise their online shopping experience with tailored marketing.

The company surveyed 3,000 Americans about their preferences, finding nearly one in four now expect brands to offer interactions, product recommendations and marketing tailored to their individual preferences. 

Just under 40% of consumers said personalisation increases their affinity for a brand and makes them more likely to purchase an item. 

"Effective personalisation is a powerful tool for marketers,” says Matt Spiegel, Executive Vice President of TruAudience Growth Strategy at TransUnion. “When it works, personalisation demonstrates to consumers that brands are listening and responding to their individual preferences, leading to higher engagement and stronger brand affinity."

The survey also found widespread concern about how personal data is used. 80% of US consumers surveyed said they are concerned about sharing personal information and 89% consider data privacy important when engaging online. 

The top concerns around data privacy include identity theft (77%), and unwanted marketing (44%), suggesting that retailers need to respect consumer privacy alongside increased personalisation. 

Spiegel adds: “In a world of short attention spans and one shot impressions, personalisation is how brands make meaningful connections. But poor execution or a breach of trust can instantly disqualify a brand in the eyes of today’s consumers. This creates a paradox for marketers. They must deliver highly relevant, personalised content without crossing lines that violate consumer trust or data ethics.”

2025 RTIH INNOVATION AWARDS

Personalisation will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.