Supermarkets are best at personalisation

Businesses should learn from supermarkets if they want to develop deep understand of their customers. 

An 'intimacy index' created by GI Insight sees supermarkets scoring 26 per cent higher than average when considering how successful they are delivering personalised marketing.  

The 1000 consumers polled were asked how successful businesses were in making them feel like 'good friends' rather than strangers.

The next most successful relationship builders are ISPs, banks, entertainment providers and mobile phone companies.  Estate agents returned the poorest score.

Andy Wood, managing director of GI Insight commented: “It would seem that, while most organisations that collect a lot of customer data are managing to provide their customers with personalised highly relevant offers and communications, there is still a long way to go before this becomes the norm. 

“Even within industries that appear to have close relationships with their customers, there are discrepancies in the level of successful targeting of different age groups.”

 

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