Chapter 4: Personalisation and loyalty
Consumers expect tailored experiences; businesses need connected data
Consumers increasingly expect personalised experiences, like tailored recommendations and exclusive discounts. But some still view marketing based on their browsing or purchase history as intrusive. While loyalty programmes are appreciated by many, others feel that brands often fall short of their expectations. At the same time, businesses are betting on advanced personalisation to drive revenue growth in 2025. However, without connected data systems and a unified commerce approach, many will find it difficult to meet shoppers’ expectations for consistent, streamlined experiences.
Finding 01
Consumer opinion is divided on personalisation
When it comes to personalisation, consumers are undecided. They say they want more personalised promotions from retailers; but not product recommendations. They expect tailored offers; but they also find data tracking by retailers, or AI, intrusive. Behind these contradictions is a clear message: Consumers are willing to share their data—as long as there’s something in it for them. Discounts and meaningful promotions make the trade-off feel worthwhile.
Finding 02
Unified Commerce businesses connect the data dots
While consumers may be conflicted about data tracking, retailers are clear on its value. Understanding customer behaviour and preferences remains a top priority for driving revenue and loyalty in 2025. Most businesses recognise the power of payments data to fuel these insights, but those with unified commerce platforms gain a deeper understanding of consumer behaviour than those without.
Finding 03
Loyalty is not meeting expectations—yet
Loyalty programmes work in theory. Consumers are drawn to brands that offer discounts through a loyalty programme, and many are willing to download apps to get rewards. However, in practice, the experience is disappointing. Consumers often find programmes to be more hassle than they’re worth and their rewards irrelevant. But there is cause for optimism. Businesses’ commitment to understanding and delivering more relevant experiences to customers grew by 45% year on year. So, customers can expect loyalty offerings to improve.
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