Consumers Value Quality and Service Ahead of Personalization: Merkle Report
Looking at consumer attitudes more broadly, Merkle offers a very interesting chart plotting how consumers rate the value vs invasiveness of different kinds of messages. They also report that quality, price, reputation, service, and brand loyalty all rank ahead of personalization as reasons to buy. Catalyst Digital and Kantar found that ecommerce buyers put convenience, shopability, and assortment ahead of price, perhaps reflecting supply concerns during the pandemic. Personalization wasn’t on the list.