Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Drapers Comment: Nearly 50% of consumers don’t want personalised content

What does the multichannel consumer want? The latest Drapers Multichannel Report shows that it’s not personalised or editorial content when they are shopping.

Today we launch the 2015 edition of our annual Multichannel Report, for which we polled a nationally representative pool of 2,000 UK consumers to find out how they shop multichannel. The findings might prompt some retailers to take a long hard look at their strategies.

Contrary to the focus within the market at the moment, our survey found that 48.5% of consumers don’t want personalised content online in the form of products displayed based on past purchases. More than a quarter – 27.8% – said they have never seen or heard of personalisation, while 23.8% do want it. Compare this with our survey last year, and it shows attitudes have only shifted 1%-2% in favour of personalisation.

Our survey found that 48.5% of consumers don’t want personalised content online in the form of products displayed based on past purchases

A large proportion of consumers – 40.6% – also do not want editorial content on fashion brand or retail websites. Only around 12% reported that it does help them purchase online or on mobile, even though they did not stay on the site longer, or that they did stay online longer and then purchased as a result.

This poses the question: does content work, or can it be a distraction from the task in hand – shopping?

Arguably, the consumer might not necessarily think they are being personally marketed to, and they may not associate retailers with editorial content. So it could be that the current market trends in these directions are the right ones, and that gradually there will be an attitudinal shift in the consumer to expect personalised content and editorial content when they are shopping, for those who don’t already (know they) want this.

That would be my guess.

These are just some of the discussion points that our survey has thrown up. Click here to take a look for yourself and to read analyses of the data by businesses including John Lewis, Mr Porter and River Island.

Do these findings reflect what you are seeing? Or do you think there is just a gap between what the consumer thinks he or she wants, and what will encourage them to buy in reality? Let us know.

Readers' comments (2)

  • Personalised content based on past purchases adds little. Often the complete opposite. To start with, they could have bought for someone else.

    Shoppers want "Convenience, Efficiency and Added Value".

    Content, when clearly biased is anything but... When I say bias, I include photo shopping, pinning and inaccurate product info. Not just headlines like 'MUST HAVES' and other pushy marketing techniques.

    Unsuitable or offensive? Report this comment

  • Though I am not surprised, it was interesting to see only 3% of consumers are interested in Beacon technology.

    Indeed, missing is NFC (near field communication) - which consumers who I speak with don't really know about yet.

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.