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.
Get Your Daily PR Updates
Subscribe to get daily PR News updates from Bulldog Reporter
RECENT ARTICLES
Where do teens get their news? The answer may not be good news for traditional media
The teen trends of today are often indicators of the leading trends of tomorrow throughout the general population, and new research from media trust advocates Common Sense and SurveyMonkey paints a bleak picture for traditional media outlets, even those making...
From all angles—why marketing and PR agencies must stay vigilant in today’s environment
The face of the marketing and public relations industries is one that’s always evolving. A new concept here, an emerging platform there. But what pervades throughout both industries is the notion that space is growing continuously more crowded and customer attention...
4 tips for hiring employees who can improve your PR efforts
Managing the public relations of a growing company can start to feel like a challenge as you begin to interact with more customers, clients, partners, investors, consumers, competitors and other parties, all of whom have their own unique interests and opinions. As the...
