How getting personal can help brands win customers

Two-thirds of consumers think negatively of brands that use stereotypes to engage them.

Personalised experiences will be key to winning customers, Adobe has found.

According to Adobe's survey, customers expect personalised experiences from brands that they share data with (73%).

Consumers (88%) also want brands to treat them as an individual with unique interests and preferences (88%).

Two-thirds of customers said they feel negative toward brands that interact with them based on broad assumptions and labels such as "Millennial" and "Gen Z." However, if brands offer consistent, personalised experiences, consumers (68%) will likely advocate for them.

"Brands seeking to meet consumer’s new expectations must ensure they are equipped with the latest customer data platform technologies, creating a complete single view of every customer capable of delivering personalised experiences in real-time," Adobe said.

Adobe added that customers now expect brands to see them as unique people and keep up with their changing habits and interests, and respect their privacy preferences.

More than six in 10 (65%) of them even expect businesses to have a clear understanding of who they are as individuals and only contact them with information relevant to what they are interested in at any given moment.

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