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:
- Personalised advertising: the message and delivery of an ad utilising GDPR-compliant consumer personal data, behaviour, potential purchase intent or context.
- Personalised shopping experiences: the experience provided by brands considers the user’s historic shopping behaviour, in-market data and value.
- 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...