Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Personalization.
"Nowadays, consumers are overwhelmed with the available choice and the stream of messages being directed at them. In order to stand out and be useful, brands need to acknowledge and adapt to the needs of their consumers.
Personalization means adapting their products and services around the preferences and behaviours of the consumer to suit their real-life needs. Successful brands are designing customer relationships— before, during and after the purchasing process.
This report depicts changing consumption patterns that are no longer defined by traditional boundaries, drivers behind the need for personalised offers that reflect consumer behaviour, as well as ways of maintaining the ongoing and long-term relationship with consumers that are based on personalization."