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.”

Customer identification is key to personalization—yet most are anonymous until checkout

“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.

Customer identification is key to personalization—yet most are anonymous until checkout

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.

Download the report here.

Customer identification is key to personalization—yet most are anonymous until checkout

Want more like this?

Subscribe to get daily or weekly PR News updates from Bulldog Reporter

Bulldog Reporter

Bulldog Reporter

Bulldog Reporter is a leader in media intelligence supplying news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.


So your client wants to be in The Wall Street Journal…

Most PR professionals have had this happen to them at one point or another. You’re in a meeting with top client/company executives, and to gain some insights into their thinking you ask them, “What would be a home run for the PR program?” The answer comes back, “A...

AI will lead the next tech revolution—but many fear its dark side

Artificial intelligence is expected to be the next touchstone of technological achievement for consumers and businesses alike—a whopping 91 percent of tech execs and 84 percent of the general public believe that AI constitutes the next tech revolution, according to...