Ranking trust, privacy, affordability, and personalization

Show Notes

• 02:23
  What matters to consumers from brands

  Braze's Consumer Research Report revealed that consumers value affordability and brand trust equally important. Discounts, while tempting for marketers, are less influential in retaining customers than the overall value and quality of the product experience.
• 04:26
  Establishing trust through responsible first party data collection

  Building trust involves being transparent about first-party data collection and showing consumers that their needs are understood. Without this foundation of trust, it's difficult to demonstrate the value and relevance of a brand's products or services to consumers.
• 05:34
  Personalization and consumer trust

  Consumers highly value personalization, but if their personal data is used inappropriately, it can quickly erode trust. Only 53% of Braze's surveyed consumers feel somewhat confident or more that brands use their personal data responsibly.
• 07:35
  Evolving personalization strategies with data

  To build connections with customers, brands must move beyond surface-level personalization, like using first names or recommending products by gender. Consumers expect tailored recommendations, across all touchpoints, based on past purchases and their interests.
• 11:01
  Consumer sentiment toward AI personalization

  While consumers feel uneasy about AI-driven personalization, personalized experiences influence their purchasing decisions. Brands have an opportunity to educate consumers about AI technology to alleviate concerns while leveraging it to enhance personalized experiences.
• 12:24
  Takeaways for marketers from Braze's study

  Marketers must prioritize transparency in data usage for personalization, ensuring consumers understand the value exchange. Additionally, focus on the entire customer journey to acquire a deeper understanding of customers and create a more personalized, human brand experience.