“Relevance is a key part of the new consumer experience. It’s a new requirement,” Glen Hartman, global managing director of digital consulting at Accenture Interactive, told AdExchanger. “The idea of being able to serve up more relevant information is a more nuanced part of personalization. Relevance is based on where they are in the consideration or purchase experience.”
One element of this shift away from privacy, Hartman said, is trust. Consumers trust that if they give up a bit of privacy, the company will provide something of value in return. If they do, the company can gain a loyal customer, but if they don’t, he said, the customers will opt out or go elsewhere.
While 64% of respondents, for example, said they would be willing to receive a text message with an offer or deal when they walk into a store, almost all respondents, 88%, said companies should give customers flexibility to control how their personal information is used.
“The consumer lifecycle has changed,” Hartman said, highlighting that social media allows consumers to interact with brands on their terms. “There is a lot of interaction on social channels and peer-to-peer recommendations, because people trust that source. If consumers are engaging on a cell phone or on Facebook, they are more confortable because of a customized experience that fits their liking.”
Accenture’s study also found that 93% of U.S. consumers are more likely to purchase a product from a company that has a presence on social media, and 75% said the same thing of a company that makes use of mobile apps. And while consumers have become more comfortable interacting with brands via social networks and mobile devices, they are also becoming more comfortable with using that constant connection to their advantage.
Of U.S. consumers, 65% said they compare product prices on their phone or tablet while in the store, and 55% said they will look for a product online, go into a store to see it in person, but still go home to purchase the item online.
This trend of “showrooming” is a challenge to companies, particularly retailers. But, Hartman said, it is a symptom of a larger issue marketers have, which is making the most of multi-channel and multi-device marketing.
“With this whole customer experience and how people engage now, the cross-channel connection needs to match up more and become more relevant,” he said. “You have to get better at data and analytics, and you have to have an understanding of not just marketing to people through multiple channels, but really using data, analytics and customer service to drive true multichannel experiences that relate to each other.”