La customization discounts per customer Is the new loyalty

Summing up, we have seen so far that in the younger age groups, there is a greater willingness to share their data so that they can receive personalized offers on their purchasing behaviors.
Let's see now, GDPR side, so relative to privacy, how things are set up, what is the common feeling of people/consumers.
Again with regard to the same research, examined earlier, evaluating the respondents again based on the same age groups, we see that the younger age groups are the ones who tend to share their data the most, however, only when they have the knowledge of what goes into it.
How do we see it translated? In fact, we can see in the next table how the measure of abandonment or less use of social tends to increase:

Table of Contents

Abbandono o Riduzione dei SOCIAL Copia

In fact, we get from 43% dropout to 52% dropout in the first age group (that is, ages 18 to 24), from 43% dropout to 48% dropout in the second age group (that is, ages 25 to 35), and so on down.

So, the more we see the age of people increase, the less they have fears on the GDPR side, on the privacy side … that is, fears related to the use and use of personal data, in some way surrendered, although in any case they also remain the age groups most reluctant to share it.

On the other hand, on the other hand, we find younger people who, while they are strongly oriented toward data sharing, as the table highlights, do so as long as the end use of the data is known.

In any case, the most important element, which we would like to emphasize and, which corroborates by far our work over the past years, is the content of the next table, which we are going to comment on right away.

Percezione del bisogno di personalizzazione

The general and constant advancement in technologies and tools aimed at profiling people, obviously also increases the fear that elements and data may be seen that we do not want to share instead; the feeling of being tracked and followed is a “bogeyman” that surely frightens many.

The fear of what is going on or how one can be followed or “spied on,” also because today one uses always-listening systems such as Google Home, Alexa, Siri, etc., leads one to think of a conflict that, on the one hand experiences a feeling of danger, of being able to be betrayed by what the technologies are (so the feeling of danger is related to the risk of making available data that one does not want to make available instead) on the other hand there is, in any case, a clear perception of the need to receive personalized and unique experiences.

This perception is very high.

The groups ranging from 18 to 24 years old and 25 to 35 years old are both found at 80 percent.

Eighty out of a hundred people in those 2 age groups have a very high need for personalization of user experiences, and if we go to the 3rd age group, the 36 to 54 age group, this perception, although dropping by ten points, still remains very high at 70%.

Then we have the last group, 55 to 75 years old, which, although statistically the lowest, is found at 52 percent.

The average figure of the users surveyed, again regarding the perceived need for personalization of user experiences, is 71 percent.

That’s the reason why we say that this kind of research is yet another one, one of the most important ones, which goes to corroborate all our work of years, which has led us to create an IT solution that allows us to track the purchases of every single person, for the purpose of creating a real “One is One” type of behavioral model … “One is One” … because we truly believe that each individual makes his or her own story, and, the answer to this statement of ours is also, as we have seen, in the results of this table, also in this interview and its highlights, as it traces the same direction that we have been going and have used as a “guide” to write our software.


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