2026年零售业个性化状况报告

Exploring the impact of real-time and AI-poweredtargeted messagingExploring the impact of real-time and Al-poweredtargeted messaging Introduction1Introduction Methodology & Demographics3Methodology & Demographics 2025 Holiday Spending Trends42025 Holiday Spending Trends Americans’ View of Personalized Shopping6Americans' View of Personalized Shopping The Current State of Personalization8The Current State of Personalization8 Personalization’s Impact on Purchases10Personalization's Impact on Purchases10 What Consumers Want from Personalization12What Consumers Want from Personalization12 Personalization in Real Time14Personalization in Real Time14 ConclusionConclusion 1717 For more than a decade,retailers invested inpersonalization with thepromise that each customerwould receive precise,targeted messaging.For more than a decaderetailers invested inpersonalization with thepromise that each customerwould receive precisetargeted messaging But too many shoppers are still stuck with a generic experience — even asthey crave real-time offers and recommendations that reflect who they areand what they want.they cravereal-timeoffers and recommendations thatreflectwhotheyareand what they want. That gap is causing real concern for retailers heading into 2026. As leadersstrategize, Amperity is taking stock of how Americans feel aboutpersonalization — Do they even want it? Where would they like to receivethe right offers? — and examining whether custom shopping experiences,tailored to individual shoppers in the moment, impact purchasingdecisions. The 2026 State of Personalization in Retail Report confirms thatshoppers do want to be recognized and understood, underscoring theimportance of a solid customer data foundation.That gap is causing real concern for retailers heading into 2026.As leadersstrategize, Amperityis taking stock ofhow Americans feel aboutpersonalization-Dothey evenwantit?Wherewould theyliketoreceivethe right offers?- and examining whether custom shopping experiences,tailored to individual shoppers in the moment, impact purchasingdecisions.The2o26 State of Personalization inRetailReport confirms thatshoppers do want to be recognized and understood, underscoring theimportance of a solid customer data foundation. The results are clear: instant offers and exclusive personalized deals matterto shoppers.Real-time personalizationis now the fastest path to revenue,boosting the bottom line for retailers across the country. The report offersactionable insights, as well as an early look at the role Americans would likeAI to play in their personalized experiences of the future. Theresults areclear:instant offers and exclusivepersonalized dealsmatterto shoppers.Real-timepersonalization is now the fastest path to revenueboostingthebottomlineforretailers acrossthecountry.Thereportoffersactionableinsights, as well as an earlylook at therole Americans would likeAI to play in their personalized experiences of thefuture. We hope retail leaders and their organizations find this report useful as theydevelop their personalization strategies for 2026 and beyond.We hope retail leaders and their organizations find this report useful as they Tony Alika Owens CEO, AmperityTonyAlikaOwensCEO,Amperity Key findingsKey findings Personalization is missing ormistimedPersonalization is missing ormistimed Consumerswant tobe rememberedConsumers wantto be remembered Personalized shopping, withrecommendations and offerstailored to each individual, isimportant to eight in 10 (83%)Americans. Only8% ofrespondents do not want retailersto remember them, theirpreferences, and past purchaseswhen shopping online or in-app.Personalized shopping, withrecommendations and offerstailored to each individual,isimportant to eight in 10 (83%)Americans.Only 8% ofrespondents donotwantretailerstoremember them,theirpreferences, and past purchaseswhen shopping online or in-app. The majority (57%) ofAmericans feel like theirshopping experiences aregeneric, even though retailersclaim to personalize.Even whenretailers do personalize, 79% ofrespondents feel like it is not arare occurrence for retailers toget personalization wrong withirrelevant, mistimed, orinvasive outreach.The majority (57%) ofAmericansfeelliketheirshopping experiences aregeneric, even though retailersclaim to personalize.Even whenretailers do personalize, 79% ofrespondents feellike it is not arare occurrence for retailers toget personalization wrong withirrelevant,mistimed,orinvasive outreach. Real-time delivers real valueReal-time deliversrealvalue Personalization impactspurchase decisionsPersonalizationimpactspurchase decisions The majority of Americans believethat retailers should personalizetheir experience in real-time, notdays later. They also want toreceive relevant offers andrecommendations right away,starting with their first interactionwith the brand. Only 20% ofshoppers say that speed doesn’tmatter to them. The majority of Americansbelievethatretailers should person