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75% Of Customers Prefer That Retailers Use Personal Data
March 30, 2015


Seventy-five percent of customers already prefer that retailers use personal data they gather to improve shopping experiences — so why not rise to the challenge?

With the right customer data, firms can build relevant, differentiated experiences and close the gap between a customer’s problem and solution, writes Forrester in new research. Some marketers are already harvesting this abundance of data and improving the overall customer service:

  • Virgin America’s recent site redesign displays only flights from the customer’s city, simplifying the booking process.
  • After using customer traffic data to learn that only 30% of its café customers shopped in the store, a retailer boosted visits by café customers by 20% simply by modifying café signage and displays.
  • Google Now leverages machine learning to understand behavioral patterns to send alerts with up-to-date traffic, weather, and flight information for a customer heading to an airport.
  • The Lego Stores partnered with Medallia to transform customer feedback into real-time customer service by notifying a customer that an out-of-stock item was arriving to the store in 30 minutes.

Learn more about the research here.


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Forrester Research (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


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