How brands can resolve the personalisation conundrum

Outlines research into consumer expectations around personalised advertising, shopping experiences and customer services.

Definitions

In 2019, Zenith conducted research to better understand how consumers perceive, expect and like personalisation. This research focused on understanding how consumers feel when it comes to three core areas:

  1. Personalised advertising: the message and delivery of an ad utilising GDPR-compliant consumer personal data, behaviour, potential purchase intent or context.
  2. Personalised shopping experiences: the experience provided by brands considers the user’s historic shopping behaviour, in-market data and value.
  3. Personalised product/service experience, including customer support: consumers have the ability to personalise the product and/or service according to their needs, whilst the post-sales experience is also...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands