In a marketplace overflowing with marketing noise, modern consumers are raising the bar – and they’re not asking for more messages, just better ones.
A new global study of 3,300 shoppers, commissioned by marketing platform Attentive, reveals a compelling shift in consumer expectations. The message is clear: relevance is no longer a bonus – it’s the baseline.
In fact, 96% of consumers say they’re more likely to make a purchase when a brand reaches out with personalised messaging. For marketers and small business owners alike, this represents a golden opportunity to cut through the clutter by demonstrating a genuine understanding of their audience.
Customers Crave Connection
It’s not just about first names or birthday emails anymore. Today’s consumers expect experiences that reflect their preferences, habits, and values. According to the study, 91% of shoppers are more likely to engage with brands that deliver relevant offers, and that expectation extends across channels – whether it’s an email, a website visit, or a quick text.
From recognising past purchases to offering suggestions that actually align with a customer’s interests, the smallest gestures can leave the biggest impact. These thoughtful touches don’t just boost conversions – they build long-term loyalty.
The Rise of Mobile Messaging
Email still holds its ground, but SMS is quickly becoming the go-to communication channel for many shoppers. The research found that over 80% of consumers have already opted in to receive text messages from at least one brand – and they’re engaging with them regularly.
Mobile messaging is immediate, personal, and often more relevant. Whether it’s an exclusive offer, an early-bird sale, or a product restock alert, consumers appreciate updates that arrive directly – and conveniently – on their phones.
Smarter Tech, Better Conversations
Technology is helping marketers raise the bar with tools like Artificial Intelligence (AI) and Rich Communication Services (RCS). These innovations are making personalisation more scalable and interactive than ever before.
AI helps marketers generate content, tailor messages, and optimise campaigns using insights based on customer behaviour. Meanwhile, RCS enhances traditional text messaging with features like swipe-able product galleries, dynamic links, and interactive replies – all within the native messaging app.
For shoppers, this means smoother, richer mobile experiences. For brands, it means more effective, engaging communication – without extra friction.
UK Brands Leading the Way
We now see more and more brands proving just how powerful personalisation can be.
Online fashion giant, ASOS, continues to set the benchmark for personalised ecommerce. The brand uses browsing and purchase history to power dynamic recommendations, size preferences, and real-time back-in-stock alerts. Its mobile app tailors the homepage to each user, highlighting items they’re most likely to love – and buy. ASOS also runs segmented email and SMS campaigns that deliver early access to sales or products in a shopper’s size and style.
The result is a digital experience that feels more like a personal stylist than a retailer.
Flower delivery company Bloom & Wild is also a textbook example of customer-centric marketing. By using data to tailor email and SMS campaigns – from personalised bouquet recommendations to timely reminders for anniversaries – the brand has seen a notable uplift in repeat purchases and customer loyalty. Their ‘thoughtful marketing’ approach, which includes allowing customers to opt out of sensitive messaging around events like Mother’s Day, has further deepened trust and engagement.
Meanwhile, indie skincare brand By Sarah London has embraced personalised content to carve out a niche in a competitive space. Through SMS updates that include skin-type-specific product suggestions and wellness tips, the brand has built a loyal following that appreciates the intimate, one-to-one feel of its communications. This strategy has helped turn casual browsers into long-term customers – all without the need for massive ad spend.
Small Businesses, Big Wins
Personalisation isn’t reserved for big brands with deep pockets. For small business owners, it’s about using the tools available – like smart segmentation and SMS marketing – to deliver messages that feel personal, timely, and relevant.
Simple actions, like recommending a product based on previous interest or sending a well-timed promotion, can create meaningful moments that turn occasional shoppers into loyal fans.
Relevance Is the New Respect
In today’s digital landscape, reach alone doesn’t guarantee results. It’s relevance that earns attention – and trust. Brands that succeed are the ones who take the time to listen, understand, and respond in a way that makes customers feel recognised and valued.
Whether you’re running a boutique, launching a new product line, or managing a growing ecommerce brand, the opportunity is the same: create personalised experiences that resonate. Because when a message feels like it was made just for you, that’s when real connection happens – and real growth begins.
Further Reading / Sources
Consumer Trends Report: The State of Personalized Marketing in 2025 attentive
New Global Study Reveals Consumers Demand More Personalization in Marketing; 81% Ignore Irrelevant Messages, While Personalized Experiences Drive Loyalty and Sales yahoo! Finance
