Survey: Retailers want to get more personal in their emails

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Survey: Retailers want to get more personal in their emails

By Dan Ochwat - 01/08/2020

This year, brands and private brands are looking to get hyper-personalized in their communication to shoppers, according to a new survey and trends report from retail marketing technology company Bluecore, New York.

The survey of 200 retail marketers found that nearly 60% were looking to increase the personalization in their emails that go directly to shoppers; for example, moving from 10% of emails being personalized to 30%, the report said. Additionally, the survey found that increasing email revenue, growing repeat purchase rates and driving more site traffic were the top three objectives for retailers when looking at digital and email-based campaigns.

The survey also found that the retailers were looking to drive more consumers to their owned channels online.

“Retailers who can access and act on data and therefore tailor communications to each individual, will be able to promote the right private label SKU, variance, and price to consumers who have an affinity toward them, as they would any other product a consumer interacts with,” said Fayez Mohamood, co-founder and CEO, Bluecore, to Store Brands.

Retailers have an opportunity to use [artificial intelligence] and automation to specifically drive more profitable sales of private label products to customers based on behavior.
Fayez Mohamood, co-founder, CEO, Bluecore

“Retailers have an opportunity to use [artificial intelligence] and automation to specifically drive more profitable sales of private label products to customers based on behavior, affinity to purchase at a lower price or even to forecast demand and proactively plan private label products in the future.”

See the survey results and the full “2020 Retail Trends Report” here.