Which retailer knows its customers best?

When it comes to understanding what consumers want, one retailer stands tall above the rest.



According to a new study of 1,000 consumers from beacon marketing platform provider Swirl Networks Inc., Amazon.com holds a clear lead in knowing its customers. Fifty-six percent of consumers say that Amazon demonstrates an understanding of their individual preferences and needs on a regular basis.



Meanwhile, only 25% of consumers say that traditional brick-and-mortar retailers demonstrate an understanding of their individual preferences and needs on a regular basis. The personalization gap is prevalent across every retail category.



However, categories that actively capture consumer behavioral data through large-scale point-of-sale or loyalty/rewards programs) perform significantly better than those that do not. Thirty-eight percent of consumers say grocery retailers understand their individual needs, and 35% say the same about big-box retailers. The percentages drop for other categories:



· Pharmacy/Drug Stores: 29%

· Specialty Retailers: 25%

· Department Stores: 24%

· Warehouse Clubs: 24%

· Off-price retailers: 20%



In addition, consumers do not feel most personalization attempts are working. Respondents said 79% of mobile content and ads they see from retailers, as well as 78% of online content and ads and 75% of emails and offers, are irrelevant. In-store sales associates also fail to demonstrate an understanding of shopper needs and preferences 75% of the time.



Eighty-eight percent of consumers said that more personalized and connected online, mobile and in-store experiences would increase their likelihood to shop at that retailer. And 87% of consumers said that more personalized and connected online, mobile and in-store experiences would increase their loyalty to a retail brand



"Amazon continues to be the clear leader in understanding individual consumer preferences and delivering highly-personalized shopping experiences,” said Hilmi Ozguc, founder and CEO of Swirl. “Mastering omnichannel marketing needs to be a top retailer priority in 2016."