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Is Amazon Better Than Traditional Retailers at Personalization?

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Amazon holds a commanding lead over brick-and-mortar retailers in demonstrating an understanding of individual shopper preferences and needs, according to a recent report from Swirl.

The report was based on data from a survey of 1,000 consumers in the United States.

Some 56% of consumers say Amazon demonstrates an understanding of their individual preferences and needs on a regular basis; in contrast, just 25% of respondents say the same about traditional retailers.

Below, additional key findings from the report.


Personalization Satisfaction by Retail Category

The personalization gap between Amazon and traditional stores is prevalent across every retail category, the analysis found.

However, retailers in categories where point-of-sale and loyalty/rewards programs are common (such as grocery stores) tend to perform significantly better than others.

Satisfaction With Personalization Efforts

Three-quarters or more of respondents say they find most online, mobile, and email content from traditional retailers to be irrelevant.

About the research: The report was based on data from a survey of 1,000 consumers in the United States.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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