Half of UK consumers find retail marketing irrelevant

According to recent research from the digital experience platform Optimizely, half of UK consumers believe the marketing they receive is "irrelevant."

The study, which surveyed 100 marketers and 1,000 consumers in the UK, reveals a widening gap between consumer expectations and the digital experiences they encounter from retailers. Notably, only 42% of consumers feel that the content they receive online is targeted to their interests, a decline from 48% in 2023.

This trend is seen across various channels. For email marketing, only 54% of consumers believe the content is effectively tailored to them, a decrease from 63% the previous year. Similarly, only 59% feel that website content is personalised, down from 71% in 2023. Social media content also dropped, with just 55% of consumers finding it personalised, compared to 69% in 2023.

To counteract this issue, the report suggests that brands should focus on experimenting with new personalisation approaches. 75% of UK marketers surveyed agree that experimentation is crucial for creating truly personalised content. Additionally, 40% of marketers employ artificial intelligence to develop more targeted and personalised campaigns.

"Personalisation is an incredibly powerful tool for retailers, but there is no one-size-fits-all approach," said Shafqat Islam, President at Optimizely. "While most brands are already using some degree of personalisation technology, they simply aren't evolving at the same pace that customer expectations are. Marketers must focus on optimising their personalisation practices by investing in experimentation in order to find new ways to improve targeting and maximise relevance."

Optimizely's offerings include testing, AI-driven optimisation, and customer data capabilities designed to help marketers create and deliver personalised experiences. The company argues that brands can improve targeting and relevance in their digital communications by enhancing personalisation practices and investing in new methods.

The findings from Optimizely's research highlight a significant disconnect between consumer expectations and the personalised marketing experiences provided by brands in the UK. As consumers increasingly perceive marketing content as irrelevant, it becomes imperative for businesses to rethink their personalisation strategies.

The report emphasises the need for experimentation and adaptation to evolving consumer preferences, suggesting that brands should leverage advanced technologies, such as artificial intelligence, to enhance targeting and relevance. By prioritising these approaches, companies can bridge the gap between consumer expectations and their digital marketing efforts, ultimately fostering stronger connections with their audiences.