6pc of retailers can identify consumers upon entering store: report

LUXURY DAILY – Whether through smartphones, iBeacons or other technologies, retailers are ramping up their ability to pinpoint consumers and tailor shopping experiences, according to a new report by Boston Retail Partners.

Ninety percent of retailers can identify consumers at the in-store check-out, up 17 percent from the year-ago period, but that is generally too late to make an impact, no matter how useful for profile-building and future engagement. In the next five years, there will be an 883 percent increase among retailers looking to identify consumers upon entering the store, according to the report.

“Consumers expect a personalized, seamless experience wherever, whenever and however they shop,” said Ken Morris, principal at Boston Retail Partners, Boston. “Unified commerce and customer experiences that transcend channels are the new model, and it is imperative that retailers’ customer relationship management programs deliver a seamless experience across all channels.”

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