Majority of UK shoppers see brand messages as irrelevant, study finds

New research has found that 61% of UK consumers view communications from retailers and brands as irrelevant, highlighting a gap between current marketing strategies and what shoppers expect.

The study, conducted by Infobip in partnership with Retail Economics and led by retail expert Richard Lim, surveyed 2,000 consumers across the United Kingdom. Findings indicate that 56% of respondents feel that brand communications lack personalisation, suggesting that current outreach methods are not resonating with many shoppers.

Communications fall short

According to the research, retailers that continue to rely primarily on demographic data such as age or income risk alienating consumers. The results point to a need for a more nuanced approach, suggesting that a greater focus on customer personas and an omnichannel strategy is necessary for acquisition, retention, and satisfaction.

"This study challenges common assumptions about shopper traits based on income and age, demonstrating the need to dig deeper into consumer preferences to engage effectively," says Kim Johal, UK&I Retail Lead at Infobip.

"We increasingly see consumers move seamlessly between channels, whether in-store, on eCommerce platforms, via messaging services or social media. The landscape is complex and the brands excelling in customer satisfaction and retention are those embracing cross-platform availability, delivering consistent experiences at every touchpoint."

This comment from Johal underscores the challenges facing retailers attempting to engage today's connected customers. Johal also noted the importance of delivering consistent interactions across every channel.

Consumer personas

The study identifies four distinct shopper personas, each with specific communication preferences and areas of concern:

- Exacting Shoppers make up 12% of UK consumers. Highly engaged and loyal, they are nonetheless demanding and expect high service standards. This group prefers the convenience of online shopping, especially when personalised recommendations are offered.

- Busy Shoppers represent 29% of respondents. Frequently switching between retailers to suit their immediate needs, they prioritise digital channels and look for convenience, showing more tolerance of shortcomings in customer experience than other groups.

- Social Shoppers account for 44% of the sample and balance online and in-store experiences. They place value on personal interaction, data protection, and ethical business practices. Social shoppers also rank secure, seamless and omnichannel experiences highly.

- Laid-back Shoppers, representing 15% of consumers, have a preference for in-store shopping and exhibit loyalty with minimal digital engagement. While they tend to be forgiving of retailer errors, effective communication remains important to them.

Need for personalisation

The research concludes that understanding these personas can enable retailers to better align their communications with customer expectations. Merely segmenting audiences by category demographics does not address the complexity of individual preferences, which can influence purchasing decisions and brand loyalty.

With shoppers having access to a wide range of choices, any friction encountered during the customer journey may lead to abandoned transactions. The report suggests that personalisation, informed by a deeper understanding of shopper behaviour and preferences, is essential to minimise such friction.

Infobip and Retail Economics recommend that brands invest in systems and data analytics that provide real-time insights into customer behaviour. This approach would allow retailers to deliver unified and tailored experiences whether the customer is interacting in person, online, or through other digital channels.

The findings of this research offer UK retailers direction on how to adapt their approaches in order to strengthen customer engagement and reduce the risk of disconnect with their shopper base. The importance placed on personalisation and omnichannel experiences is likely to influence future strategies within the sector.