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Global but local: what are international differences in personalization preferences among consumers in DACH and Australia, and how do they affect effective personalization strategies? From clicks to connection: unlocking personalization potential in retail & travel
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This Work Project, titled “Global but Local: What are international differences in personalization
preferences among consumers in DACH and Australia, and how do they affect effective
personalization strategies?” investigates cross-regional differences in consumer personalization
preferences by extending survey research from the original Business Project to include Australian
participants. Through comparative analysis, it reveals cultural, regulatory, and behavioral
distinctions influencing personalization acceptance and effectiveness. Findings indicate that while
DACH consumers prioritize utility and data transparency, Australians exhibit broader engagement
across channels but express greater skepticism toward data handling. These insights underscore the
need for culturally tailored personalization strategies and regulatory alignment when scaling
initiatives globally.
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Strategy Personalization Consumer behavior Cultural Differences CEMS MIM