Study: Retail marketing efforts fall short of consumer expectations

There’s a “great divide” in how retail brands are matching their marketing and communications efforts with what consumers want.

A study by Alliance Data found that brands aren’t cutting it when it comes to three important areas of the consumer experience:

• Simplicity: Consumers value straightforward content, easy-to-find contact information online and clear messaging.

• Personalization: No big shock here, but people don’t like how brands use data and personal information in future shopping or ad experiences.

• Control: Almost 70 percent of consumers want to control email frequency, and only 10 percent of marketers say they are meeting this need.

– Dan Stefano, WordWrite