Retailers should be using artificial intelligence to increase brand loyalty through personalisation, according to research
Almost a third of shoppers in the UK have said that personalisation assisted by artificial intelligence (AI) increases their loyalty to brands, according to research from Bazaarvoice.
The content generation platform’s Shopper experience index report found that 31% of shoppers in the UK believe AI-driven loyalty rewards increase their brand loyalty, and 28% claimed tailored rewards makes them shop more often.
More than 40% of shoppers in the UK also reported that personalised discounts or offers are more likely to encourage them to share a product or brand on their social media.
Zarina Stanford, CMO of Bazaarvoice, said: “In an era where consumers are inundated with choices, personalisation and contextualisation can prove to be a differentiator for brand loyalty and customer engagement.
“Why? It creates seamless and relevant experiences. Personalised and contextual – right time, right place, right form – offers and rewards go beyond generic discounts; they shape consumer decisions by delivering meaningful value tailored to individual preferences.”
Retail isn’t the only place where AI is having a huge impact, with a large number of companies and individuals already using technologies such as generative AI (GenAI) in their daily lives.
