A survey of 8,000 consumers from across the globe by Accenture Interactive revealed that their expectations in the age of hyper-personalization are outpacing brands' efforts to be personal. Withan endless number of choices, consumers are overwhelmed by the “burden of choice” and are morelikely to make poor decisions, be less satisfied and abandon the experience.

So, where do businesses go from here? How do they thrive? and what is the “next evolution” in world-class personalization? Let's find out answers to these quetions in this infographic which is based on exclusive and original research by Accenture Interactive’s 2018 Personalization Pulse Report.

More and more consumers are abandoning a business’s website and making purchases elsewhere or in-store simply because the personalization experience was poorly curated.

EXPECTATIONS ARE OUTPACING EFFORTS TO BE PERSONALConsumers feel that digital experiences have fallen short of expectations, yet they’re more likely to shop with a brand that treats them in a personal manner.

Digital experiences have gotten significantly worse over time.

Consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations.

91%

TRUST REQUIRES TRANSPARENCY AND RESPECTBrand and consumer relationships are no different than their real-life counterparts. When one party goes outside of the relationship for information, the level of trustis completely broken.

83% of consumers are willing to share their data to enable personalized experience as long as businesses are transparent about how they are going to use it and that customers have control over it.

27% of consumers reported a brand experience that was too personal or invasive.

believe the brand had information about them that they didn’t share knowingly or directly, such as a recommendationbased on a purchase they made with a different business.64%

CREEPY OR COOL?Consumers are always communicating with us, and it’s time for businesses to listenmore intently to what they aresaying. Consumers don’t want to be limited by what a brand thinks it can predict about them. Instead, they want their favorite brands to design experiences that enable them to buy and consume what they want on their own terms.

Reported receiving an apologyemail after a poor in-store oronline experience as a cool engagement tactic

45%

Reported posting an apologymessage on a brand website as a cool engagement tactic

41%

ENABLING A TWO-WAY DIGITAL DIALOGUEConsumers don’t want brands todefine their journeys, they want brands to offer experiences that help them carve their own paths. Businesses can meet this new expectation by creating ongoing, two-way digital dialogues that resemble conversations customers would have with a sales or service associate. One way brands can engage in a two-way dialogue is to expose the same data attributesthrough a living profile that will allow the customer to own and drive the experience.

of respondents said they would find "living profile" valuable if they could be used to curate the experience, offers, and products they receive.74%

THE NEXT EVOLUTION OF PERSONALIZATIONConsumers' expectations continue to grow at a faster and faster rate. Successful personalization will only be seenby businesses that start two-way conversations with consumers and enable those consumers to create their own experience whileinteracting with the brand.

Build trust in the way customer

data is used, and that satisfies expectations

by empowering consumers to

truly carve their own path

to purchase

Create digital service innovationthat is critical for

brand differentiation or businesses

will risk offering a commoditized

digital experience.

Include and involve a more

interactive dialogue

between the marketer and the consumer.

2016

40%

2017

48%

MAKING ITPERSONAL:Why brands must move from communication to conversation for greater personalization

Coolest Engagement Tactics:

Reported text from a brand orretailer when walking by

a store as creepy

41%Reported mobile

notification after walking by a store as creepy

40%Reported ads on social

site for items browsed on a brand website are creepy

35%

Creepiest Engagement Tactics:

Living Profile

Online cart abandonment rate

Businesses need to:

Disclaimer: MTA has created this infographic based on Accenture Interactive’s and MTA did not participate in the actual research process.2018 Personalization Pulse Report

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