In times of shrinking consumer demand,
it's more important than ever to have the right offer
for the right customer group."
- NORDAL CAVADINI, PARTNER & MANAGING DIRECTOR
The Critical Consumer 2024 18
Across our data, more than 40% of consumers enjoy receiving offers tailored to their
specific shopping behaviours and needs, as opposed to promotions inclusive of all
consumers. This is especially true of high-income and younger consumers, and for those
countries where loyalty schemes tend to be more widespread and advanced:
• In Switzerland and the UK, 54% and 52% of high earners, and 61% and 58% of consumers
aged 18-24 prefer tailored offers, respectively.
When we investigate the leisure sector, the battle for loyalty is a fierce one. All age
segments across all markets prefer price shopping online to lock in the best deal.
As such, efforts to augment consumer loyalty must go beyond pricing, and a thoughtful,
tailored user experience for consumers can gain a competitive edge. The companies
that successfully execute personalisation initiatives across every touchpoint won't only
improve consumer loyalty but can also reduce the need to compete in price wars.
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+
Which statement applies more to you?
TRAVEL PURCHASE PREFERENCES ACROSS AGE-GROUPS
I usually book via price comparison platforms I usually book from the same provider
52.76% 47.24%
53.16% 46.84%
53.80% 46.20%
54.46% 45.54%
57.63% 42.37%
63.70% 36.30%