Brands should offer personalised experiences without overwhelming the customer

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 20, 2019, 8:13 AM UTC

91% of consumers are more likely to make purchases from businesses providing relevant offers and personalised recommendations

This piece argues that brands must balance the number of choices they give their consumers so as not to overwhelm them. Consumers tend to abandon websites that force them to choose from irrelevant options.

Brands can make the consumer’s journey more comfortable by providing expert guidance. They can also provide an easy-to-follow path to allow customers the advantages of options without making them suffer from a “paradox of choice”.

Marketers should also offer personalised recommendations based on location, buying patterns and discounts which have previously driven sales. Offering high-quality options that reflect the brand’s primary purpose can also help customers get the customisation they want without confusing them.

Read the original article

[4 minute read]