The impact of personalized digital marketing on customer experience: An evaluation of an online retailer in Kano
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Background of the study:
Personalized digital marketing has become essential for enhancing customer experience by delivering tailored communications and offers that meet individual preferences. An online retailer in Kano has implemented personalization across its website, email campaigns, and social media platforms to create a seamless and customized shopping journey (Uche, 2023). By analyzing customer data and behavior, the retailer personalizes product recommendations, promotional messages, and content, thereby improving customer satisfaction and engagement. This study investigates how personalized digital marketing influences various aspects of customer experience, including ease of navigation, perceived value, and loyalty. It also examines the challenges related to data privacy, segmentation accuracy, and content relevance, which may affect the overall experience. The research aims to provide insights into how digital personalization strategies can be refined to create a more intuitive and rewarding customer journey, ultimately leading to higher retention rates and competitive advantage (Chidera, 2024). The findings are expected to inform best practices for integrating personalization into digital marketing strategies in the retail sector (Adebisi, 2025).
Statement of the problem:
The online retailer in Kano encounters challenges in consistently delivering a personalized digital marketing experience that enhances customer satisfaction. Issues such as data fragmentation, inaccurate segmentation, and privacy concerns have led to suboptimal customer experiences (Ifeoma, 2023). These challenges result in inconsistent messaging and reduced trust, ultimately affecting customer retention and loyalty. A detailed investigation is needed to identify and address these limitations and optimize personalization strategies for improved customer experience (Olu, 2024).
Objectives of the study:
To evaluate the impact of personalized digital marketing on customer experience.
To identify challenges in implementing effective personalization strategies.
To propose recommendations for enhancing digital personalization for better customer satisfaction.
Research questions:
How does personalized digital marketing affect customer experience?
What challenges hinder effective personalization in digital retail?
What strategies can enhance the personalization process to improve customer satisfaction?
Significance of the study:
This study is significant as it highlights the role of personalized digital marketing in shaping customer experience. The insights will help online retailers refine their personalization strategies, improve customer engagement, and foster stronger brand loyalty, thereby driving long-term business success (Uche, 2023).
Scope and limitations of the study:
The study is limited to evaluating personalized digital marketing on customer experience for an online retailer in Kano, Nigeria, and does not extend to other marketing strategies or geographic regions.
Definitions of terms:
Personalized Digital Marketing: Tailoring marketing communications to individual consumer preferences using digital tools.
Customer Experience: The overall perception and satisfaction of customers with a brand’s digital interactions.
Online Retailer: A company that sells products or services primarily through digital channels.
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