Consumers get personalized messages from just about anyone—fashion retailers, CPGs, telecommunication providers, you name it. But an April 2018 survey from Periscope By McKinsey found they're most interested in receiving content from grocery stores and restaurants.
"Consumers want to save time in their grocery shopping journeys and they would welcome a reminder that, for example, it’s time to stock up on their household items," said Christian Koestler, head of global marketing and communications for Periscope By McKinsey.
That's not to say consumers wouldn't welcome personalized messages from retailers or CPG brands. In fact, 36% and 34% of US internet users, respectively, said they would. But interestingly, the survey suggests that certain types of businesses "would be better served to reduce the amount of messages they send."