How do consumers respond to personalized brand experiences?
Personalization creates value when it is useful, and discomfort when it crosses the line.
Consumers are happy to see content and offers tailored to them. But that satisfaction has a fine line: a lack of transparency in how data is used creates discomfort.
That is why the first rule of personalization is consent and transparency. Which data is used, and why, should be stated clearly.
The second rule is a focus on benefit. Personalization should serve the user’s needs, not the brand’s sales targets.
On the communications side, personalization also extends to tone; a brand should not speak to different audiences with the same rigidity.