Hyperconnected and spoilt for choice, modern-day consumers expect unique and personalised brand interactions that seamlessly blend the physical and the digital. To thrive in such a world, brands need to pull out all the stops to stay relevant by connecting emotionally with their target audiences, forming strong and lasting bonds.
Research by McKinsey reveals that 71% of consumers expect companies to deliver personalised interactions, with 76% getting frustrated when brands fail to deliver on their promise. These statistics further drive home the need to use data for personalisation efforts across an omnichannel landscape.
This is where smartphones have proven to be invaluable. The rapid penetration rate of these devices has provided marketers with access to a wealth of valuable consumer insights. By using them to shape consumer experiences, brands can take their personalisation game to the next level.