Special Me: Consumers Expect More Tailored Experiences

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Special Me: Consumers Expect More Tailored Experiences

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Marketers can take heart in a new finding from Klaviyo — that 72% of consumers plan to increase or keep up their spending on personal or lifestyle purchases over the next six months. 

But there is one downside to this report: that while 74% of consumers expect more personalized experiences in 2025, only 34% have had one of these experiences in the past half year.

Brands should get on it — 77% of shoppers feel most valued and understood when the customer journey is tailored to them. 

This is especially true of younger consumers, and those with a household income above $100,000, as opposed to those with an income of $50,000 or less. 

Email can play a big part in this process. The study advises marketers: "Create a simple sign-up process for customers or potential customers to get updates from your brand via either email or SMS, and offer promotions relevant to their interests.”

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Case in point: Promix Nutrition, a clean supplement brand, grew monthly revenue 900% over a few years by building an active community around their brand, using strong email and SMS programs.

Of the consumers polled, 43% sign up with brands to gain access to exclusive discounts and promos. What gets them to stay? For 33%, the answer is consistent product or service quality. 

On the positive side, 94% will give brands a second chance after a bad experience. But 81% expect a response to a complaint within 24 hours and 38% within four.

Klaviyo analyzed responses from four vertical brand categories: retail/ecommerce, restaurants, wellness/ personal services and hotels.

It found that mobile is now the primary purchasing channel, with in-store a close second. Except for the hotel industry, desktop is now the third most popular shopping mechanism for all verticals. 

For this study, The Future of Consumer Marketing, Klaviyo worked with Pollfish and Datalily to survey 8,331 consumers worldwide from December 29, 2024 to January 9, 2025. 

 

 

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March 7, 2025 at 05:51PM