Advantages and challenges of hyper-personalized email
Personalization is an increasingly important part of retail in North America. This responds to the needs of new generations of consumers (Generation Y) for whom the purchasing process has changed significantly compared to previous generations. In fact, 71% of current consumers are disappointed when a shopping experience is impersonal (Segment 2017) and 70% of millennial consumers are offended by brands that send irrelevant emails (SmarterHQ).
These statistics remind us on the importance of personalizing the customer experience in order to attract their interest, obtain their loyalty and increase their shopping basket. However, to be able to differentiate yourself from the competition, you now have to push the customization to the maximum. It is now a question of hyper-personalization.