Customer Identification Key to Creating Personalized Shopping

Convenience Store Decisions – BRP finds customer identification in the store continues to challenge most retailers. How well do you know your customers? 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, retail consulting firm. “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.”

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