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The $70 Billion Prize in Personalized Offers
Article

The $70 Billion Prize in Personalized Offers

Mark Abraham, Javier Anta Callersten, Sebastian Bak and Roelant Kalthof
Boston Consulting Group, 2021
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Editorial Rating

8

Qualities

  • Analytical
  • Innovative
  • Visionary

Recommendation

There’s been a buzz around personalized offers for years, but widespread societal change brought on by the COVID-19 pandemic has intensified that buzz up to something more like a deafening crescendo. Consumers are on the brink of a new way of interacting with their favorite brands, and companies that want to capitalize on changes in the way people shop will need to offer personalized marketing. In this special report, the Boston Consulting Group describes retailers that are currently benefiting from personalized marketing, then explores the off-the-shelf technology that can help your company do the same.

Take-Aways

  • Boston Consulting Group research suggests that diverting 25% of promotion spending from mass promotions to personalized offers could lead to a 200% increase in ROI.
  • Personalized offers are already translating into substantial gains for retailers on the cutting edge.
  • Off-the-shelf technology is already available to help retailers unlock the value of personalized offers.

About the Authors

Mark Abraham, Javier Anta Callersten, Sebastian Bak and Roelant Kalthof are professionals with the Boston Consulting Group.

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