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The inevitable need for personalisation
Personalisation remains brands’ top priority, yet its implementation often lags behind. Only 26% of surveyed consumers rated their digital interactions as “excellent”, revealing a significant gap between customer expectations and brand performance. While consumers are willing to share their data for better experiences, they demand transparency and responsible data handling.
“Organisations are demanding more data, but consumers are wary, partly due to limited personalisation received after sharing their data in the past, along with general privacy concerns,” states the report.
The lesson? E-commerce companies must connect all channels and interactions into a cohesive, personalised customer journey that works seamlessly across all platforms.
Unified data foundation is key to success
Fragmented data systems hinder company development. Organisations that excel in data integration achieve better results through their ability to effectively deliver tailored experiences. According to the report, market leaders use advanced Customer Data Platforms (CDP) that collect, unite, and activate data in real-time to improve customer experience.
Invest in data systems that unite all customer information in one place. This will give you more accurate insights, better personalisation, and readiness for AI utilisation.
Embrace AI tools
Generative AI has brought about fundamental changes, yet most companies are still in the early stages of adoption. AI’s most significant impact is visible in content creation and workflow optimisation.
Early adopters of generative AI are six times more likely to achieve exceptional digital experiences than later adopters. However, the technology’s full potential depends on clearly defined goals, robust data systems, and interdisciplinary collaboration.
Source: Adobe
Opportunities for e-commerce:
- Automating content creation for marketing campaigns
- Personalising customer interactions in real-time
- Streamlining workflows to reduce costs and increase efficiency
Building customer trust
Customer trust is crucial, especially when using AI. The report shows that while consumers are receptive to AI-driven experiences, they still have concerns about data security. Transparent communication about data usage and strong privacy measures are essential for maintaining trust.
Prioritise data governance and ethical AI use to gain and maintain customer loyalty.
Source: Adobe
Looking ahead
One thing is certain: e-commerce faces fundamental change. Improving personalisation, investing in data integration, and leveraging generative AI will enable companies to not only meet but exceed customer expectations. Now is the right time for action.
Report methodology: The 2024 Adobe Digital Trends report is based on a survey of 8,600 senior executives and 6,800 consumers conducted in January and February 2024. It focused on leaders’ views from various industries and regions regarding digital trends, as well as consumer expectations from online brand interactions. The data was analysed to compare successful organisations with those lagging behind and identify key success factors.
