August 13, 2025
UK Retailers Must Work Smarter to Deliver More Relevant Communications
It will come as no surprise to most British shoppers that research shows around 60% of consumers find communications from their retailers irrelevant.
The Retail Economics Report 2024 from global cloud communications platform Infobip and economic research consultancy Retail Economics, led by retail expert Richard Lim, reveals that 61% of UK consumers consider communications from retailers and brands irrelevant to them. While over half (56%) say that communications lack personalisation.
We’ve all suffered retail insanity “you brought a laptop, why not buy another laptop?” moments, but the general tone and irrelevance of most communications suggests retailers still find it hard to personalise. Emails like “Last chance to save on these 10 items (that you’ve never shown an interest in before)” and “Can we ask about your shopping experience (when you nipped in for a pint of milk)” don’t help matters.
The study of 2,000 UK consumers provides fresh insights into what shoppers are looking for from customer experience.
Personalisation is Key To Effective Engagement
The findings make it clear: retailers must move beyond simple demographic segmentation, such as age and income, and look deeper to engage effectively.
Personalisation and a unified, elevated omnichannel approach (whatever the platform) are now essential for retailers aiming to increase customer acquisition, satisfaction and retention. Tesco’s recent personalisation efforts demonstrate an in-app-offers based approach but broader communications must improve.
With consumers spoilt for choice in today’s retail landscape, any friction across the customer journey can cause them to abandon their carts. This reinforces the need for retailers to understand shopping personas and use this insight to drive tailored marketing, sales and engagement strategies.
UK Shopper Personas Revealed
Exacting Shoppers (12% of consumers): Highly engaged and loyal, but the most demanding. They expect service excellence and prefer online shopping for convenience, and value digital propositions and personalised recommendations.
Busy Shoppers (29% of consumers): Always on the go, these shoppers switch between retailers based on their immediate needs. While more tolerant of customer experience (CX) shortcomings, they prioritise digital channels and seek hassle-free experiences.
Social Shoppers (44% of consumers): Social shoppers balance online and in-store shopping. They value personal connections, are also most likely to be concerned with data protection and ethical practices and appreciate secure, seamless, omnichannel experiences.
Laid-back Shoppers (15% of consumers): Favouring in-store experiences, these shoppers show loyalty with minimal digital engagement. They’re forgiving of mistakes but appreciate good communication.
Kim Johal, UK&I Retail Lead at Infobip, commented: “This study challenges common assumptions about shopper traits based on income and age, demonstrating the need to dig deeper into consumer preferences to engage effectively. We increasingly see consumers move seamlessly between channels, whether in-store, on eCommerce platforms, via messaging services or social media. The landscape is complex and the brands excelling in customer satisfaction and retention are those embracing cross-platform availability, delivering consistent experiences at every touchpoint.”
While most retailers and brands will claim they give us plenty of options for our communication preferences, perhaps the “Can we use your data/AI to personalise your offers and communicate in a more suitable tone” button will drive the biggest shift in outcomes and satisfaction?
