How will shoppers find the best prices or the most unique gifts? Companies that demonstrate an understanding of customers' preferences are likely to pique more interest. According to a recent survey conducted among more than 1 001 US adults for Xerox Corporation, by Harris Interactive, there is an opportunity for marketers to conquer information overload by personalising the messages they send.
* More than four in 10 respondents (41%) said they find information and offers related to their specific interests valuable in promotions they receive.
* Forty-five percent of women are more likely to read, save and use communications that are personalised with their name and/or interests - such as referencing past purchases or products researched online.
“Studies show that consumers remember just four of the 3 000 messages they are exposed to every day,” says Edward Bothma, divisional manager of SilverLine LAB at Bytes Document Solutions, distributor of Xerox to 26 countries, and part of Bytes Technology Group, wholly owned by JSE-listed Altron.
“This survey highlights that earning a spot at the top of a consumer's mind, and ultimately driving a purchasing decision, takes insight, individual attention and can be influenced by the way the message is delivered.”
The research also uncovered that a one-size-fits-all approach does not work with today's consumers.
Nearly one in four adults (24%) under the age of 35 is likely to react to communications sent via e-mail, whereas only 8% of adults age 55 and older say the same. Forty-one percent of adults aged 55 and older still react to newspaper inserts; the number climbs to 50% with adults aged 35 to 54. In addition, 57% of respondents reported they do not own a smartphone, so retailers betting on apps and QR codes to entice shoppers, likely need to incorporate traditional marketing techniques to reach a broad audience.
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