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The research asked 1,000 UK consumers to vote for the industries they felt provided the best personalised experiences online , ranking from ‘ excellent ’ to ‘ terrible .’ Of those responses , one in five ( 21 %) UK shoppers said that supermarkets provided an ‘ excellent ’ level of personalisation , more than any other industry .

Transport , specifically train operators , have come in at the bottom of the rankings , with 16 % of consumers ranking the industry as ‘ terrible ’ or ‘ poor ’ for personalisation . This news follows the British government ’ s plans to renationalise UK railways in the next five years , following years of daily disruptions and ongoing industrial disputes .

• Transport – trains ( 16 %)

• Utilities ( 15 %)

• Real estate and property ( 15 %)

• Automotive ( 13 %)

• Charity ( 13 %)

According to Optimizely , the online supermarket and grocery industry is leading the charge on personalised digital experiences , and that is resonating strongly with consumers . Supermarkets have access to vast amounts of customer data on shopping habits , preferences and demographics through loyalty schemes , online shopping platforms and in-shop purchases . Through this data , they are successfully tailoring their offerings to meet individual needs and enhance customer satisfaction .

However , to continue to evolve their personalisation strategies , Optimizely ’ s research warns of the need for continued experimentation . As many as threequarters ( 75 %) of UK marketers believe experimentation is important for creating personalised content , and those who fail to continue this sort of ongoing experimentation could quickly fall behind .

Commenting on the findings , Shafqat Islam , President at Optimizely , said , “ Supermarkets benefit from having access to a huge amount of data – from purchase frequency to brand preferences . But access to data means absolutely nothing if it is not used in the right way . Other industries are sitting on similar data goldmines , they are just struggling to connect the dots in the same way grocers are . However , through continuous experimentation and ongoing refinement of personalisation strategies , every industry can use first-party data to create meaningful digital experiences that resonate with every single consumer .” x

As for other industries , here ’ s where they rank on the list :

Which industries have the best personalisation according to consumers ? ( ranked ‘ excellent ’)

• Supermarket and groceries ( 21 %)

• Entertainment , gaming and sports ( 15 %)

• Health and wellness ( 14 %)

• Banks and financial services ( 13 %)

• Hotels and accommodation ( 13 %)

Which industries have the worst personalisation according to consumers ? ( ranked ‘ poor / terrible ’)

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