75% of U.S. Consumers Want to be Better Understood by Retailers this Holiday Season, Finds Redpoint Global Survey

Shoppers’ #1 holiday wish: Stop receiving irrelevant brand offers

Wellesley Hills, Mass. – October 23, 2019 – Redpoint Global, a top provider of customer data platform and customer engagement technologies, today announced new research examining consumer opinions about the current state of holiday shopping. Conducted by Dynata, the survey of more than 1,000 U.S. consumers reveals that receiving irrelevant offers from brands is a top frustration during the holidays, with nearly a third indicating it is their primary frustration.

Consumers want to be understood by brands, especially during a hectic shopping period like the holiday season. Specifically, 75 percent of consumers said that they wish retailers better understood their preferences and used that insight to send personalized offers. Personalization is also proven to drive purchases. Nearly 60 percent of respondents said they are more likely to purchase from retailers who send them personalized content and offers.

“It’s clear that consumers have had enough of irrelevant communication from brands that fail to leverage personal preferences and engagement history,” said John Nash, Chief Marketing and Strategy Officer at Redpoint Global. “Every buyer expects to be treated as a unique individual – and the holiday season is an ideal time for retailers to deliver on these preferences and win customers over. To achieve long-term loyalty though, retailers must build effective relationships with each unique customer across all touchpoints – not just during the holidays, but all year long.”

Brands have no time to waste and must deliver on the promise of frictionless, value-optimizing customer relationships or risk disloyalty. To keep customers happy, it’s critical that retailers leverage all relevant data to understand each individual’s motivations and preferences. This results in their ability to seamlessly execute on the contextually relevant, highly personalized engagements that modern customers demand.

Additional insights from the survey that retailers should make note of include:

  • Shoppers have higher expectations for brands when they are members/subscribers. Of consumers that are loyalty members, 74 percent expect brands to understand their needs and expectations better than other retailers where they are not a member.
  • Getting to know consumers pays off. Over a third of respondents remain loyal to their “go-to” brands for holiday shopping. This group of consumers said they exclusively purchase from retailers that they have shopped with in the past.
  • Many consumers start their holiday shopping early. Over a third of consumers surveyed said they made a holiday purchase on Amazon Prime Day in July 2019. To compete among other retailers, including Amazon, brands shouldn’t try to just have the lowest price point, but rather win customers over with consistently superior experiences.

To learn more about the survey findings and how to use them to inform your engagement strategies this holiday season and beyond, click here.

About the Study

This survey was conducted via Dynata and targeted 1,000 general U.S.-based consumers over 18 years of age. For complete survey methodology, please email contact.us@redpointglobal.com.

About Redpoint Global, Inc.

With Redpoint’s software platform, innovative companies are transforming their customer experiences across the enterprise and driving higher revenue. Redpoint’s solutions provide a remarkably unified, single point of control where all customer data is connected and every customer touchpoint intelligently orchestrated. Delivering more engaging customer experiences, highly personalized moments, relevant next-best actions, and tangible ROI – this is how leading marketers lead markets. To learn more, visit redpointglobal.com.

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