Customer identification is the first step necessary to personalize the shopping experience, yet most in-store shoppers are anonymous until they check out. According to the newly released 2018 Customer Experience/Unified Commerce Survey from retail management consulting firm BRP, only 13 percent of retailers identify customers when they walk in the store and another 10 percent identify customers pre-checkout. Retailers fare better online, as 30 percent identify customers when they enter the website and another 30 percent identify customers pre-checkout.
“While most online retailers are able to identify customers early in the browsing process in order to create a more personalized experience, identifying customers in the store continues to be a challenge for most brick-and-mortar retailers,” said Ryan Grogman, senior vice president at BRP, in a news release.”
“Those online experiences have heightened customer expectations for personalization and they now expect the same level of service while shopping in a store. This is tremendous opportunity for retailers to improve the customer experience—turning anonymous shoppers into loyal customers.”
It’s critical to identify the customer early—as soon as they enter the store or begin researching online
This allows retailers to personalize the experience and influence customers’ shopping behaviors. Unfortunately, in most cases customer identification still happens at the point of checkout in the store—which is too late to empower associates to influence the current purchase decision.
Without early identification of the customer, retailers miss critical engagement opportunities, such as clienteling and guided selling, which can increase sales and deliver an enhanced customer experience. Even more concerning is that 20 percent of retailers still have no ability to identify their customers in the store—even at checkout—which eliminates any opportunities for improving the post-purchase experience or customer loyalty.
Want more like this?
Subscribe to get daily or weekly PR News updates from Bulldog Reporter
As we move head first into 2019, and as PR and comms tactical effectiveness ebbs and flows, some newish practices have undoubtably proven their value and staying power. Previously thought to be a fleeting fad, influencer marketing has stabilized to become a common...
When your brand hosts an event, whether it’s a speaking event at your location, attendance at a local tradeshow, or a full-blown convention, you’ll need to build hype if you want to be successful. Hype can be defined simply as interest in your event, with greater hype...
Results from a new Dun & Bradstreet survey of AI World Conference and Expo attendees reveals that 40 percent of respondents' organizations are adding more jobs as a result of deploying AI within their business—and contrary to concerns of AI being a job killer,...