THE INFLUENCE OF CUSTOMIZED OFFERS ON PURCHASE LIKELIHOOD

For decades, marketers have been faced with the challenge of satisfying the needs and wants of all their customers using a single marketing strategy. There has recently been a shift in the marketing field from mass marketing to segmentation strategies where people with similar needs can be targeted. In the past decade, a new strategy, namely market segment of one, or personalized marketing emerged, helping marketers to switch from traditional and less efficient to modern and efficient ways, in order to offer what individual customers really want. Profitably providing customers with the “what”, “when”, “where” and “how” of they want is not an easy task to accomplish. Although there has been a growing interest for successful customization, there is still an absence of empirical research describing which factors influence purchase of customized offers. This paper empirically investigates the influence of customized offers on purchase likelihood. A regression analysis was employed for evaluating the results of a consumer survey in luxurious fashion retailers. Findings indicate the positive influence of offers fit with customers, perceived attractiveness of the offer, perceived value of the offer and commitment to the retailer or brand on purchase likelihood of customized offers.