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TRENDSPersonalizationine-commerceCHAPTER

01OverviewCustomerexperiencepersonalizationandoptimizationsoftwareandservicesrevenueworldwidefrom2020to2026(inbillionU.S.dollars)CXpersonalization&optimizationrevenueworldwide2020-20261411.61210810.669.89.018.287.617642020202021*2022*2023*2024*2025*2026*3Description:In2021,theglobalrevenueofthecustomerexperiencepersonalizationandoptimizationsoftwareandservicesindustrywasestimatedat7.6billionU.S.dollars,andthesourceprojectedthatitwouldincreaseto11.6billionby2026.Thatrepresentsanincreaseofover65percentinthepresentedperiod.ReadmoreNote(s):Worldwide;2020;*Forecast.Anexponentialdevelopmentofthevalueswasassumedtoestimatetheannualvaluesbetween2020and2026,whichwereprovidedbythesource.

ReadmoreSource(s):DashNetwork;Shareofshopperswishingforselectede-commerceinnovationsworldwidein1stquarter2023,bygenerationalcohortsMostwantede-commerceinnovationsworldwide2023,bygenerationGenZ(18-26)Millennials(27-42)GenX(43-58)BabyBoomers(59-77)60%50%40%30%20%10%0%FrictionlesspaymentPersonalizedproductrecommendationsPersonalizedserviceSeamlessomnichannelexperienceVR/ARVoiceassistance4Description:Accordingtoaglobalsurveycarriedoutinthefirstquarterof2023,55percentofe-commerceuserswishede-commercesiteswouldenhancemoreadvancedfrictionlesspaymentmethods.Additionally,50percentofsurveyedMillennialswouldliketohavepersonalizedproductsrecommendedwhenshoppingonline,anoptionwhichappealedto42percentofGenXonlineshoppers.Regardlessofthetechnologiesexpectedtobeimplemented,personalizedserviceswerethethirdmost[...]

ReadmoreNote(s):Worldwide;Q12023;17,218*;*Consumersparticipatedtothesurveyinthefollowingcountries:theU.S.,UK,Australia,Germany,Austria,theNetherlands,Belgium,France,Italy,NewZealand,Sweden,Norway,Portugal,Poland,and[...]

ReadmoreSource(s):Klarna;NepaGenerativeartificialintelligence(AI)usageinselectedcommercialcasesworldwidein2023GenerativeAIuseinselectedcommercialcasesworldwide2023UsinggenerativeAIEvaluatinggenerativeAI4%NotconsideringgenerativeAI5%100%90%80%70%60%50%40%30%20%10%0%2%3%39%41%44%46%59%55%52%51%Generateproductrecommendationsforstoreassociatestouseinstore

shoppingassistanttohelpbuyersfindtherightproductorserviceCreateaconversationaldigitalCreatevirtualmodelsforproductdetailpagesCreatepersonalizedproductbundles5Description:In2023,nearlysixoutoftenglobalindustrydecision-makershadalreadyimplementedgenerativeartificialintelligenceforgeneratingproductrecommendationsutilizedbystoreassociatesinphysicalstores.Meanwhile,39percentwereintheprocessofevaluatingitsadoption.Furthermore,55percentemployedgenerativeAItocraftconversationaldigitalshoppingassistants,52percentutilizeditforconstructingvirtualmodelsforproductpages,and51percentappliedittocurate[...]

ReadmoreNote(s):Worldwide;May18toJune21,2023;1,125retailindustrydecisionmakers*;*Respondentsincustomerexperience,ecommerce/digitalstrategy,IT,ormarketingroles.Percentagepointsexceeding100percentareprobablyduetorounding.

ReadmoreSource(s):SalesforceResearchBrandsdoinganexcellentjobprovidingpersonalizationaccordingtoB2Cbusinessleadersandconsumersworldwide2021-2022Brandsbelievedtobedoinganexcellentjobprovidingpersonalization2021-2022B2CbusinessleadersConsumers50%45%40%35%30%25%20%15%10%5%46%27%15%7%0%202120226Description:Accordingtoasurvey,46percentofB2Cbusinessleadersbelievedtheyexcelledindeliveringpersonalizationin2022,markinganimprovementfromthepreviousyear.However,theproportionofconsumerswhosharedthisbeliefwasnotablylower,withonly15percentagreeingwiththisstatementin2022,incontrasttothesevenpercentwhodidsoin2021.ReadmoreNote(s):Worldwide;March29,2023;4,700B2Cleaders;6,000consumers;18yearsandolderSource(s):eMarketer;InsiderIntelligence;TwilioCHAPTER

02MarketingandadvertisingLeadinge-mailmarketingprioritiesaccordingtoprofessionalsworldwideasofMay2023Leadinge-mailmarketingprioritiesforprofessionalsworldwide2023Shareofrespondents20%0%ExpandhowyouusepersonalizationAutomatemoreaspectsofyoure-mailprogramRefinetestinge-mailmeasurement/performanceImproveROIofe-mailprogram10%30%40%50%60%55%48%44%38%37%36%36%Improve/betterunderstanddeliverabilityStreamlineworkflows/approvalsImprovedatamanagementImplementdesignsystems22%Investinnewe-mailtools19%8Description:Accordingtoa2023survey,theleadingpriorityof55percentofe-mailmarketingprofessionalsfortheupcomingyearwastoexpandhowtheyusedpersonalization.Another48percentofthesameprofessionalswantedtoputtheirfocusonautomatingmoreaspectsoftheire-mailcampaigns.Just19percentreportedthattheywouldinvestinnewe-mailtools.ReadmoreNote(s):Worldwide;asofMay2023;440respondents;e-mailmarketersSource(s):Litmus;MarketingChartsAreaswithmostusefordata-drivenmarketingaccordingtomarketersworldwideasofAugust2022Areaswithmostusefordata-drivenmarketingworldwide2022Shareofrespondents15%

20%0%5%10%25%30%35%40%45%50%48%55%Customerexperience/journeymappingEmailmarketing42%Personalization41%Products/servicesdevelopmentPaidadvertising36%29%Forecastingresults/performanceOmnichannelmarketing25%10%9Description:Duringa2022surveycarriedoutamongmarketers,41percentofrespondentsstatedthatdatadrivenmarketingwasmostusefulinpersonalization.Mappingofcustomerexperienceorcustomerjourneyrankedfirst,namedby48percentofrespondingmarketers.ReadmoreNote(s):Worldwide;August2022;419respondentsSource(s):Ascend2;MarketingCharts;Varioussources(researchpartners)Leadingareasinwhichmarketerscombinedartificialintelligence(AI)withmarketingautomationworldwideasofFebruary2022LeadingareascombiningAIandmarketingautomationworldwide2022Shareofrespondents0%5%10%15%20%25%30%35%PaidadvertisingPersonalizingemailmessages/offersProduct/contentrecommendationsPersonalizingemailsubjectlinesPredictiveanalytics32%32%22%22%18%18%AccountidentificationChatbots16%16%Campaignsend/deploymenttimingSegmentation12%10Description:AccordingtoasurveyconductedamongmarketersworldwideinFebruary2022,32percentofrespondentssaidtheywereutilizingartificialintelligence(AI)alongwithmarketingautomationforpaidadvertising,aswellasforthepersonalizationofemailmessagesandoffers.AIwascombinedwithmarketingautomationby22percentofrespondentswhenitcametoproductandcontentrecommendations,aswellasthepersonalizationofemailsubjectlines.

ReadmoreNote(s):Worldwide;February15to23,2022;393respondentsSource(s):Ascend2Mainshort-termchallengesinmarketingtechnologyamongworldwidee-commercecompaniesin2022,bytypeofcompanyShort-termchallengesinmarketingtechnologyamonge-commercecompanies2022Investinginbusinessintelligence&analytics(algorithmicenterprise)Personalization(website,email)Investinginretailmediaplatforms/sitemonetization(onsite&offsiteadvertising)InvestinginCDP/datalakes/customer360/personalizationInvestingincontentmanagement/DAMsInvestinginsearchplatforms(e.g.Google)100%90%80%70%60%50%40%30%20%10%0%5%8%12%8%9%11%14%3%15%13%28%25%23%17%25%35%25%25%RetailGroceryE-commerceonly11Description:Businessintelligenceandanalyticsrepresentedachallengefor35percentofretailcompaniessellingonline,aglobalsurveyfrom2022revealed.Besidesinvestinginbusinessintelligencesystems(25percent),thebiggestchallengefore-commercepureplayerswasonlineadvertisingandretailmedia,aninvestmentareafor28percentofretaildecisionmakers.ReadmoreNote(s):Worldwide;March18toApril12,2022;294decisionmakers*;*JobtitleofDirectororhigherworkinginretailcompanieswithe-commerceoperations.ThesurveywascarriedoutintheU.S.,UK,Germany,Denmark,Norway,Sweden,and[...]

ReadmoreSource(s):Ipsos;Publicis.Sapient;SalesforceResearchConsumerperceptionsontargetedadvertisementsandpersonalizedcontentworldwideasof2022Whatglobalconsumersfindcreepyorcoolabouttargetedadsandpersonalization2022Shareofrespondents0%

10%20%30%40%50%60%70%80%79%90%RecommendationsbasedonpastpurchasesarecoolAdsbasedonlocationdataarecreepy67%AnemailreminderoradvertaboutanabandonedshoppingcartiscoolAdsrelatedtosomethingtalkedaboutnearasmartdevicearecreepyRetargetingadsderivedfromthird-partycookietrackingarecreepyPersonalizedoffersafterstayingonabrand'ssiteforovertwominutesarecool65%63%61%60%12Description:Aroundeightoutof10consumersinterviewedina2022globalsurveyconsideredcoolgettingrecommendationsfromabrandbasedonpastpurchases.Shoppersalsofoundlikedtoreceivepersonalizedoffersandemailremindersaboutanabandonedshoppingcart.Ontheotherhand,67percentofrespondentsstatedthatadsbasedonlocationdataarecreepy.Around63percenthadthesameperceptionforadsrelatedtosomethingtheytalkedaboutnearasmartdevice.

ReadmoreNote(s):Worldwide;OctobertoNovember2022;6,833respondents;amongconsumersSource(s):Econsultancy;MarigoldCHAPTER

03CompanyusageKeyfiguresonthestateofpersonalizationamongbusinessesworldwidein2023Keyfiguresonthestateofpersonalizationamongbusinessesworldwide2023Shareofrespondents0%

10%20%30%40%50%60%70%80%90%

100%92%BusinessesusingAI-drivenpersonalizationtogrowtheirbusinessBusinessleaderssayingbuyersspendmorewhentheirexperienceispersonalized80%Businessesconsideringfirst-partydatatobethemostvaluabledatasourceforpersonalization78%Leadersincreasinginvestmentinpersonalizationdespitechallengingeconomicheadwinds69%Businessleaderscitingimprovedcustomerretentionasabenefitofpersonalization62%Companiesfeelinglikegettingaccuratedataforpersonalizationisachallenge50%14Description:In2023,aglobalsurveyrevealedthatalmostsevenoutoftenbusinessleaderswereboostingtheirinvestmentsinpersonalization.While80percentacknowledgedthatpersonalizedexperiencesledtoincreasedconsumerspending,and62percenthighlightedthepositiveimpactoncustomerretention,halfoftherespondentsidentifiedtheacquisitionofaccuratedataforpersonalizationasanongoingchallenge.ReadmoreNote(s):Worldwide;March8to24,2023;500businessleaders*;*InAustralia,Brazil,Colombia,France,Germany,Italy,Japan,Mexico,Singapore,Spain,theUnitedKingdom,andtheUnitedStates.ReadmoreSource(s):MethodCommunications;TwilioPresenceofkeyperformanceindicators(KPIs)measuringpersonalizationeffortsincompaniesworldwideasofFebruary2023PresenceofpersonalizationKPIsincompaniesworldwide2023NoSomewhatYes,short-termAbsolutely,business-aligned17%100%90%80%70%60%50%40%30%20%10%0%10%37%21%32%25%29%29%31%19%28%30%14%34%25%19%GlobalAmericasAPACEMEA15Description:Duringa2023surveycarriedoutamongbusinessesfromacrosstheworld,21percentofrespondentsstatedtheirorganizationshadestablishedkeyperformanceindicators(KPIs)toexplicitlymeasurepersonalizationefforts.ThesharewasthehighestamongbusinessesfromtheAmericasandthelowestamongbusinessesfromEuropeandtheMiddleEast(EMEA).ReadmoreNote(s):Worldwide;asofFebruary2023;196respondents;amongprofessionalsfromC-suite,marketing,merchandising,CX,product,andITSource(s):DynamicYieldWaysinwhichcompaniesmeasurethesuccessofusingartificialintelligence(AI)-drivenpersonalizationworldwide2023SuccessmeasurementinusingAI-drivenpersonalizationworldwide202350%47%44%44%45%40%35%30%25%20%15%10%5%42%0%AccuracyofdataSpeedofreal-timedataCustomerretentionorrepeatpurchasesTime-savingforthebusiness16Description:Whenaskedhowtheircompanymeasuredeffectivenessinusingartificial-intelligence-drivenpersonalization,47percentofglobalbusinessleadersidentifieddataaccuracyastheforemostcriterion.Followingcloselybehindwerethespeedofreal-timedataandcustomerretentionorrepeatpurchases,eachmentionedby44percentoftherespondents.Subsequently,42percentidentifiedtime-savingforthebusinessasanotherindicatorofsuccess.

ReadmoreNote(s):Worldwide;March8to24,2023;500businessleaders*;*InAustralia,Brazil,Colombia,France,Germany,Italy,Japan,Mexico,Singapore,Spain,theUnitedKingdom,andtheUnitedStates.ReadmoreSource(s):MethodCommunications;TwilioPerceivedabilityofretailerstousedataforpersonalizationworldwidein2023Retailers'perceivedabilitytousedataforpersonalizationworldwide2023Limitedability6%Moderateability37%Fullability57%17Description:In2023,57percentofretailerssurveyedworldwidereportedhavingfullcapabilitytoutilizecustomerdataforpersonalizedshopperengagement,approximatelytwicethefigurefromthepreviousyear.Meanwhile,37percentindicatedhavingmoderateproficiencyinusingdataforpersonalization,whiletheremainingsixpercentexpressedhavinglimitedcapabilities.ReadmoreNote(s):Worldwide;May18toJune21,2023;1,125retailindustrydecisionmakersSource(s):SalesforceResearchMosteffectivepersonalizationmethodsinbusiness-to-business(B2B)e-commerceworldwidein2022EffectivepersonalizationmethodsinB2Be-commerceworldwide2022Shareofrespondents0%

10%20%30%40%50%60%58%70%PersonalizedsitesearchresultsPersonalizedpaymentorshippingoptionsPersonalizedproductrecommendations56%48%48%48%Targetingsitecontentand/orpromotionstospecificcustomersegmentsPersonalizedmarketing(email,adcampaigns,SMS,mobilepushnotifications)Personalizedsiteproductcategorypages44%42%41%38%DynamicUI`s(likeadjustingnavigationforeachuserorcompany)Customerspecificpricing/customerpricebooksPersonalizedreporting/insightsavailabletocustomersA/Bormultivariatetesting33%30%Customerspecificcatalogaccessrestrictions18Description:Personalizationisnotonlyatrendinbusiness-to-consumer(B2C)e-commerce,asitisgainingrelevanceinbusiness-to-business(B2B)e-commerce,too.Globallyin2022,personalizedsitesearchresultswerethemosteffectivepersonalizationmethodforroughly60percentofB2Be-commercecompanies.Morethan55percentalsousedpersonalizedpaymentorshippingoptionseffectively.Personalizedmarketing,personalizedproductrecommendations,andtargetedsitecontent[...]

ReadmoreNote(s):Worldwide;September2022;151respondentsSource(s):Adobe;DigitalCommerce360CHAPTER

04ConsumerperceptionShareofshopperswantingpersonalizedservicewhenbuyingonlineinselectedcountriesworldwidein2023Wishforpersonalizedservicewhenbuyingonline2023,bycountryShareofrespondents20%

25%0%5%10%15%30%35%40%45%50%UnitedStatesSpain46%42%42%AustraliaIreland39%SwedenPortugalNewZealandGermanyFrance38%38%37%37%37%NorwayUnitedKingdomFinland36%36%35%34%Belgium20Description:In2023,nearlyhalfofconsumersintheUnitedStateswishedforpersonalizedservicewhenbuyingonline,comingfirstinarankingof17countries.SpanishandAustralianshopperscloselyfollowed,with42percentofrespondentsexpressingthesamepreference.Meanwhile,39percentofIrishconsumersalsovaluedpersonalizedonlineservice,whileDutchconsumersexpressedtheleastinterestat26percent.

ReadmoreNote(s):Worldwide;Q12023;17,218*;*17,218consumersparticipatedtothesurveyinthefollowingcountries:theU.S.,UK,Australia,Germany,Austria,theNetherlands,Belgium,France,Italy,NewZealand,Sweden,Norway,Portugal,Poland,[...]

ReadmoreSource(s):Klarna;NepaShareofshopperswantingpersonalizedproductrecommendationswhenbuyingonlineinselectedcountriesworldwidein2023Wishforpersonalizedproductrecommendationswhenbuyingonline2023,bycountryShareofrespondents0%10%20%30%40%50%60%PortugalUnitedStatesIreland54%49%48%47%46%46%SpainAustraliaNewZealandUnitedKingdomItaly42%41%41%40%39%38%38%NorwayGermanyBelgiumPolandFrance21Description:Asurveyfromearly2023indicatedthatoveroneintwoconsumerswishedforpersonalizedproductrecommendationsonlineinPortugal,comingfirstinarankingof17countries.U.S.shoppersfollowedcloselywith49percentofpreferences.Productrecommendationsshownonlinewereappreciatedby48percentofconsumersinIreland,whereasFinnishconsumerslikedthemtheleast(34percent).ReadmoreNote(s):Worldwide;Q12023;17,218*;*17,218consumersparticipatedtothesurveyinthefollowingcountries:theU.S.,UK,Australia,Germany,Austria,theNetherlands,Belgium,France,Italy,NewZealand,Sweden,Norway,Portugal,Poland,[...]

ReadmoreSource(s):Klarna;NepaShareofconsumerswhowouldbecomerepeatbuyersafterapersonalizedonlineshoppingexperienceinselectedyearsbetween2017and2023Globalconsumerstobecomerepeatbuyersafterpersonalizedonlineshopping2017-202370%60%60%50%40%30%20%10%0%56%49%44%201720212022202322Description:TheCOVID-19pandemicmarkedachangeofpaceine-commercepersonalization.Accordingtoaglobalstudy,in2017,44percentofconsumersstatedtheywouldbecomerepeatbuyersafterapersonalizeddigitalshoppingexperience.Aftertheglobale-commercesurgein2021,thefiguredeclinedbutremainedhigherthanpre-pandemiclevels.Asof2023,56percentofsurveyedconsumersweredriventopurchaseagainfromaretailerprovidingonlinepersonalization.

ReadmoreNote(s):Worldwide;March8to24,2023;3,001*;*2023panel:3,501respondents(3,001consumersand500businesses)fromAustralia,Brazil,Colombia,France,Germany,Italy,Japan,Mexico,Singapore,Spain,theUnitedKingdom,andtheUnited[...]

ReadmoreSource(s):MethodCommunications;TwilioShareofonlineshoppersnotcomfortablewithartificialintelligence(AI)useforpersonalizationin2023,bygenerationShoppersnotcomfortablewithAIforpersonalization2023,bygeneration50%45%40%35%43%34%30%24%25%20%15%10%5%15%0%GenZMillennialsGenerationXBabyBoomers23Description:Artificialintelligence(AI)hasendlesspotentialtoenhancepersonalizationintheonlineshoppingexperience.However,a2023surveycarriedoutintwelvecountriesaroundtheglobeindicatedthatnotallconsumersarecomfortablewiththistypeofAIuse.Some43percentofBabyBoomersdidnotwishforAIpersonalizationoftheircustomerjourney.Inturn,only15percentofFrenchGenZshoppershadthesameopinion.

ReadmoreNote(s):Worldwide;March8to24,2023;3,001respondents;18yearsandolderSource(s):Comarketing-News;MethodCommunications;TwilioCircumstancesunderwhichcustomersexpectedbetterpersonalizationworldwidein2023Circumstancesunderwhichconsumersexpectedbetterpersonalizationworldwide202380%74%73%70%60%50%40%30%20%10%0%64%WhentheyprovidemoredataWhentechnologyadvancesWhentheyspendmore24Description:In2023,aroundthree-quartersofsurveyedglobalcustomersexpressedtheirexpectationforimprovedpersonalizationwhensharingmorepersonaldatawithbusinesses.Moreover,73percentindicatedtheiranticipationofamorepersonalizedexperienceastechnologyadvances,and64percentexpectedthesamewhenincreasingtheirspending.ReadmoreNote(s):Worldwide;May3toJuly14,2023;11,000consumersand3,300businessbuyers;consumerswhoswitchedbrandsinthepastyearSource(s):SalesforceResearchConsumerattitudestowardspersonalizationandcustomerexperienceofferedbyacompanyworldwidein2020and2022Consumerattitudestowardspersonalization&customerexperienceworldwide2020-2022Shareofrespondents20220%202010%20%30%40%50%60%70%66%80%90%88%100%TheexperienceacompanyprovidesisasimportantasitsproductorservicesIexpectcompaniestounderstandmyuniqueneedsandexpectationsIexpectcompaniestoanticipatemyneeds80%73%62%56%62%IfeelanemotionalconnectiontothebrandsIbuyfromthemostIexpectofferstoalwaysbepersonalized53%56%52%56%Mostcompaniestreatmeasanumber65%25Description:Theimportanceoftheshoppingexperienceandconsumers'expectationofpersonalizedservicefromcompanieshaveriseninrecentyears.In2022,almostthree-quarters(73percent)ofconsumersexpectedcompaniestocomprehendtheirindividualshoppingrequirementsandexpectations,incontrasttotwo-thirdsofrespondentsexpressingthesamesentimentin2020.Duringthistwo-yearperiod,respondentsanticipatingpersonalizedoffersincreasedfrom52percentto56[...]

ReadmoreNote(s):Worldwide;December8,2021toFebruary1,2022;13,020consumers;10-58yearsSource(s):SalesforceResearchCHAPTER

05UnitedStatesCategoriesinwhichconsumerswouldprefertohaveapersonalizedshoppingexperienceintheUnitedStatesin2023ConsumerpreferencesforpersonalizedshoppingcategoriesintheU.S.2023Shareofrespondents0%2%4%6%8%10%12%14%16%18%Apparelandaccessories17%Personalcare(bodywash,razors,hairbrushes)13%Beauty(cosmetics)Electronics12%12%12%Grocery27Description:A2023surveyrevealedthatapparelandaccessoriesrankedasthetopcategoryamongU.S.consumerswhopreferapersonalizedshoppingexperience,with17percentofrespondentsexpressingthispreference.Personalcarecamenext,with13percentofthosesurveyeddesiringgreaterpersonalizationwhenpurchasingbeauty,electronics,andgroceries,eachmentionedby12percentofrespondents.

ReadmoreNote(s):UnitedStates;March2023;542consumers;multipleanswerspossibleSource(s):CI&TPersonalinformationconsumerswouldbeokaywithretailersknowingtoprovideapersonalizedexperienceintheUnitedStatesin2023DataconsumerswouldsharewithretailersforpersonalizationintheU.S.2023Shareofrespondents0%2%4%6%8%10%12%14%14%14%16%MygenderWhatcityIliveHowmuchI'mwillingtospendonanitemMyage11%11%WhoI'mshoppingfor10%Mybrowsinghistoryatthisretailer'sphysicalstoresMybrowsinghistoryonthisretailer'sdigitalchannels(apporsite)Mygeneration8%7%7%Howlargemyhouseholdis6%6%MyraceMyannualhouseholdincome4%Iamnotokwithsharinganyofthesedatapoints1%28Description:Duringa2023surveyintheUnitedStates,14percentofrespondingconsumersreportedbeingokaywithretailersknowingtheirgenderandthecitytheylivedininexchangeforamorepersonalizedcustomerexperience(CX).Meanwhile,11percentofrespondentsstatedtheywouldbecomfortablesharinginformationabouttheirintendedspendingonanitemandtheirage.Onlyonepercentofthosesurveyedexpresseddiscomfortwithsharinganyformofdatawithretailers.

ReadmoreNote(s):UnitedStates;March2023;542consumers;multipleanswerspossibleSource(s):CI&TInformationconsumerswishretailerswouldknowwhenshoppingwiththemintheUnitedStatesin2023DataconsumerswouldlikeretailerstoknowwhenshoppingwiththemintheU.S2023Shareofrespondents2%

4%

6%0%8%10%12%14%16%18%17%ThesizesIusuallyfitbestinThestyleIprefertowear16%ThepricepointthatismostalignedwithhowIspendWhatI'veboughtfromtheminthepastThecolorscheme(s)Iprefer15%13%11%WhatIbuyfromsimilarretailers8%8%WhoI'mshoppingforDemographicinformation(age,race,gender)Nothing,IdonotwantretailerstoknowanythingfrommeWhereIlive6%4%3%29Description:Ina2023surveyconductedamongonlineconsumersintheUnitedStates,17percentofrespondentsvoicedadesireforretailerstobeawareoftheirpreferredclothingsizeswhenshopping,while16percentindicatedasimilarwishforretailerstounderstandtheirstylepreferences.Additionally,15percentexpressedthedesireforretailerstoknowthepricerangethatalignswiththeirspendinghabits.ReadmoreNote(s):UnitedStates;March2023;542consumers;multipleanswerspossibleSource(s):CI&TOnlineconsumers'preferenceforpersonalizationversusprivacyinshoppingexperienceintheUnitedStatesasofMay2022,byethnicityPreferenceforpersonalizationvs.privacyinCXintheU.S.2022,byethnicityPersonalizationPrivacy36%40%40%35%30%25%20%15%10%5%37%35%32%26%24%22%20%20%0%BlackorAfricanAmericanHispanicAsianWhiteOther30Description:Duringa2022surveyamongonlineconsumersintheUnitedStates,40percentofrespondentswhoidentifiedasBlackorAfricanAmericanexpressedapreferenceforapersonalizedshoppingexperience,whereas24percentfavoredprivacy.Meanwhile,37percentofwhiteand36percentofAsianintervieweesoptedforprivacyoverpersonalization.Accordingtothesamestudy,almosthalfofU.S.internetusersthoughtadvertisingandmarketingpersonalizationoftenfeltinvasive.

ReadmoreNote(s):UnitedStates;AprilandMay2022;~1,000;18yearsandolderSource(s):MerklePersonalizedperksinexchangeforwhichconsumerswouldbewillingtosharetheirpersonalinformationintheUnitedStatesin2023PersonalizedperksforwhichconsumerswouldsharetheirdataintheU.S.2023Shareofrespondents0%5%10%15%20%25%Aproducttype,color,orstylemadejustformewiththeexactspecsI'dwantAsearchprocessthat'squickandorientedtopreciselywhatI'mlookingforThepricepointI'dbewillingtopayforanitem22%21%20%ContentthatI'denjoyseeingwhilebrowsing16%Complimentaryservicescateringtomyneeds14%Iwouldnotbewillingtosharemypersonaldatainexchangeforanyperks6%31Description:Whenqueriedaboutthepersonalizedperkstheywouldbewillingtoexchangetheirpersonalinformationfor,