Changing Consumer Behaviour Makes Personalisation an Increasing Necessity

Every consumer has different needs and ways of conducting their daily activities. Some require services that can be planned in advance, some prioritise flexibility in making choices, while others seek practical and easy-to-use solutions. These differing needs are altering how consumers select and utilise services amidst the strengthening adoption of digital technology.

This shift in behaviour is also evident in the increasing demand for more personalised experiences. Consumers are no longer merely considering the ease of accessing a service, but also expect options that are relevant to their specific needs, preferences, and habits. As more activities are conducted via digital devices, an experience that feels tailored to individual requirements is becoming an increasingly important factor.

Studies show that 84 per cent of Indonesian consumers prefer personalised offers, while 65 per cent of them prefer receiving these personalised offers through mobile applications. These figures demonstrate that personalisation is becoming more closely linked to consumer habits when interacting with digital services. Consumers tend to desire experiences that are not uniform, but rather adaptable to their specific needs and situations.

This trend is driving industry players to develop digital services that serve as more than just transactional tools, but are also capable of providing greater choice and flexibility to consumers. Applications are evolving into a core part of the consumer experience, with various services accessible within a single platform to suit individual needs.

This transformation is particularly notable in the digital mobility sector. Increasingly diverse consumer needs are driving a more personalised approach, ranging from service options to the way consumers access and use them.

One company capturing this shift is Bluebird Group through its MyBluebird application. Through its “MyBluebird, My Way” campaign, the company has developed an approach that provides customers with the freedom to choose services according to their needs, preferences, and daily rhythms.

The well-known Indonesian taxi company has also adapted to changing mobility patterns for over five decades. Starting from taxi services, the company continues to expand its ecosystem to meet various mobility needs, ranging from rentals to delivery services.