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

Bulldog Reporter – 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.”

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