Over half of shoppers say customer experience is too generic

Data from Retail Economics and Infobip reveals personalisation is the key to attracting and retaining customers

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London, UK, 30 September 2025 – Research by global cloud communications platform Infobip and economic research consultancy Retail Economics, shows personalisation is now essential for retailers. The research, led by retail expert Richard Lim, reveals how strategically crafted, individual experiences are not just “nice to have,” but the foundation for overcoming friction in the customer journey and building lasting loyalty.

The study shows that more than 60% of customers find communications from retailers irrelevant, while 56% feel the customer experience is too generic. Retailers who double down on individual, customised interactions, stand to gain a significant advantage.

And this isn’t just about personalised marketing communications. The study reveals the importance of tailored communication throughout the customer journey. 

Customers appreciate retailers recommending relevant products, but they also want a personalised approach through the purchase, fulfilment and returns stages. Clear communications via preferred channels when delays occur are vital to 82% of shoppers, while the availability and quality of customer support for delivery-related queries is important to 75%.

Retailers succeeding in attracting attention, building trust and increasing loyalty are focused on:

  1. Personalised Messaging – leveraging data driven customer communication, tailoring offers, tracking information, and support messages.
  2. Data Optimisation – consumers prefer brands that acknowledge their shopping habits and interests to facilitate a more convenient shopping experience.
  3. Seamless Experiences Across Channels – brands can reach new potential customers and increase loyalty by communicating over various channels.


Customers now expect personalised communications across the customer journey. If a retailer can recommend a product or service at the right time through the right channel, they expect the same tailored communications if they have a problem or need support. To attract and retain customers, retailers must up their personalisation game. Communications must be relevant and timely, delivered via preferred channels.”

Kim Johal

UK&I Retail Lead at Infobip

Download the full report here: https://www.infobip.com/downloads/retail-economics-report  

About Infobip

Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact centre solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected to over 9,700+ connections of which 800+ are direct operator connections. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić and Izabel Jelenić. 

Recent award wins include

  • Infobip named a Leader in the Gartner® Magic Quadrant™ for Communications Platform as a Service (CPaaS) for the third consecutive year. In 2025, positioned furthest in Completeness of Vision (July 2025) 
  • Infobip named among Top 75 in Fortune’s Europe’s Most Innovative Companies 2025, placing it in the top 25% of all listed organizations (June 2025) 
  • Infobip ranked as a Leader in the Omdia CPaaS Universe Report for the third time (April 2025) 
  • Infobip ranked an Established Leader in the Juniper Research Conversational AI Leaderboard (Feb 2025) 
  • Infobip named a CPaaS Leader for the third time in the IDC MarketScape (Feb 2025) 
  • Infobip named one of the top CPaaS providers in Metrigy’s CPaaS MetriRank Report (Dec 2024)  
  • Infobip named number one among Established Leaders in RCS Business Messaging in Juniper Research’s RCS Business Messaging Competitor Leaderboard 2024 (Nov 2024)  
  • Infobip recognized as the number one provider in the AIT Fraud Prevention market by Juniper Research (Oct 2024) 
  • Infobip named to Fast Company’s Annual List of the World’s Most Innovative Companies (March 2024)