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Personalisation and loyalty are key to the success of brands on the high street, according to new research out today, commissioned by Tangent Snowball. However, they are also the largest threat to brands if they over-step the mark, with just under half of respondents stating they don’t want to be addressed on a first-name basis.
The research, which investigated the relationship we hold with different sectors of the high street and the future of the high street as a whole, revealed a huge difference between the sexes, including:
The research also revealed some surprising results when it comes to those born in the 1990s:
Steve Grout (left), CEO, Tangent Snowball, said: “The results of our research will surprise many, I’m sure. Personalisation has been one of the biggest buzzwords in the industry over the past decade, but our research shows that, in fact, personalisation is a huge risk for brands.
“No sector is immune; all of them need to make sure that they’re not being overly familiar with consumers and are actually delivering the service, experience and loyalty programme that is expected of them.
“The challenge will be to know where to draw the line, which requires constant discussion with consumers, something that not many brands seem suitably set up to do without over-stepping the mark.”