Last updated on April 23, 2014 at 21:24 EDT

Three in four Canadians expect customized offers in return for their personal information

July 3, 2012

Businesses missing opportunity to increase loyalty as less than 40 per
cent see expectations met

TORONTO, July 3, 2012 /CNW/ – The vast majority of Canadians (73%) say
that when they give a company personal information, such as their age,
email address, income or birth date, they expect the company to tailor
offerings and deals in return. Unfortunately, only 37 per cent of those
who reveal personal information say they get more personalized
marketing as a result. These are just some of the findings of a
SAS/Leger Marketing survey of 1,511 Canadians conducted earlier this

“Canadians expect organizations to be relevant in how they talk to them.
It’s a give and get. If I provide you with some key personal
information, use what I give you to send me offers which align to my
interests, and serve me in a way that makes sense. When companies don’t
do that they lose the privilege of having that customer and our
communications are relegated to “junk mail,” and we don’t get share of
mind, never mind wallet,” said Lori Bieda, Executive Lead for Customer
Intelligence, SAS Americas. “Analyzing customer purchasing habits and
matching promotional offerings to their needs is one of the best ways
to increase customer loyalty.”

Not meeting customer expectations can be risky business for Canadian
companies. Half of those surveyed say they have actually stopped doing
business with a company because of a bad marketing experience, men
being more unforgiving than women (55 per cent versus 49 per cent.)

Regardless, the desire is there to engage more deeply with businesses of
choice. Sixty per cent of Canadians say they would like to receive more
personalized marketing material and half of Canadians say they would be
more likely to buy from a company that personalizes their marketing. In
addition, 46 per cent say they would be willing to give up personal
information in return for more personalized offerings.

If a company does decide to personalize its marketing, it should be
aware that Canadians are acutely aware of the efforts being made. Two
thirds say they can tell when a company has done their research and
tailored their marketing to them.

“It is essential that companies not only understand their customer
expectations regarding the use of personal information, but also how
best to communicate with each individual to offer tailored deals,”
Bieda said.

When asked how their favourite companies communicated with them, email
was the top choice (73 per cent), followed by mail (47 per cent) and
social channels (13 per cent.) The latter, perhaps not surprisingly,
was much higher for 18-34 year olds (25 per cent), but it should be
noted that even among that demographic, of which 93 per cent say they
use social media, email was still the preferred means of communication.

Canadians not having their marketing expectations met may also be
impacting the degree to which we divulge personal information: 18 per
cent said they give away more personal information than they did five
years ago, while 27 per cent said they now give away less. 93 per cent
of Canadians say they have divulged personal information to companies.

Some additional stats

Information Canadians are willing to provide to receive more
personalized offers and promotions

        --  Email - 65%
        --  Age - 59%
        --  Postal Code - 55%
        --  Education level - 46%
        --  Marital status - 45%
        --  Home Address - 28%
        --  Birth date - 27%
        --  Sexual Orientation - 23%
        --  Income - 16%
        --  Home phone number - 13%
        --  Cell phone number - 6%

When I give a company personal information I expect materials they give
in return to be more personalized

        --  National average - 73%
        --  Atlantic Canada - 85%
        --  Quebec - 75%
        --  Manitoba/Saskatchewan - 74%
        --  British Columbia - 73%
        --  Ontario  - 72%
        --  Alberta - 67%

Have you ever stopped dealing with a company due to a negative marketing

        --  National average  - 52%
        --  Manitoba/Saskatchewan  - 56%
        --  Atlantic Canada  - 54%
        --  Ontario  - 54%
        --  Alberta - 53%
        --  British Columbia  - 51%
        --  Quebec  - 45%

The full report can be found here: http://www.sas.com/reg/gen/ca/viewpoints-on-marketing

About the Survey
The online survey was conducted for SAS Canada by Leger Marketing, the
largest independent market research company in Canada, between April 26(th) and May 1(st), 2012 with a representative sample of 1,511 Canadians. This method
simulates a probability sample which would yield a maximum margin of
error of +/-2.5%, 19 times out of 20.

About SAS
SAS is the leader in business analytics software and services, and the largest independent vendor in the
business intelligence market. Through innovative solutions delivered
within an integrated framework, SAS helps customers at more than 50,000
sites improve performance and deliver value by making better decisions
faster. Since 1976 SAS has been giving customers around the world THE

The Canadian subsidiary of SAS has been in operation since 1988.
Headquartered in Toronto, SAS employs more than 300 people across the
country at its Vancouver, Calgary, Toronto, Ottawa, Quebec City and
Montréal offices. www.sas.com/canada

SAS and all other SAS Institute Inc. product or service names are
registered trademarks or trademarks of SAS Institute Inc. in the USA
and other countries. ® indicates USA registration. Other brand and
product names are trademarks of their respective companies.  Copyright
© 2010 SAS Institute Inc. All rights reserved.


Source: PR Newswire