Customer Identification is Key to Personalizing the Shopping Experience, Yet Most Customers are Anonymous until Checkout at Stores

Only 23% of Retailers Identify Customers Before Checkout in Stores Compared to 60% Online, According to BRP Report

Boston, MA – October 17, 2018– 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 BRP’s 2018 Customer Experience/Unified Commerce Survey, only 13% of retailers identify customers when they walk in the store and another 10% identify customers pre-checkout. Retailers fare better online, as 30% identify customers when they enter the website and another 30% 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, BRP. “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 is 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 that 20% 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.

To download 2018 Customer Experience/Unified Commerce Survey, visit: https://brpconsulting.com/download/2018-unified-commerce-survey/

About BRP

BRP is an innovative retail consulting firm dedicated to providing superior service and enduring value to our clients. BRP combines its consultants’ deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology, and process solutions. The firm’s unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their business potential. BRP’s consulting services include:

Strategy | Business Intelligence | Business Process Optimization | Point of Sale (POS)
Mobile POS | Payment Security | E-Commerce | Store Systems and Operations | CRM
Unified Commerce | Customer Experience | Order Management | Networks

Merchandise Management | Supply Chain | Private Equity

For more information on BRP, visit http://www.brpconsulting.com.

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