Despite Push For Personalization, Just 18% Of Retailers Identify Shoppers In-Store

Retail TouchPoints – A robust 61% of retailers plan to use customer-identifying technology in their stores within three years. However, there’s a lot of work to be done to turn these plans into realities: only 18% of retailers currently use this technology, and just 4% say it is implemented and working well, according to the 2018 Digital Commerce Survey from BRP, retail consulting firm.

Even when retailers are able to identify the customer in the store, in many cases this doesn’t occur until the point of checkout — too late for associates to personalize the shopper’s experience. This delay presents a challenge for retailers, especially since 51% of shoppers feel it is important to get a personalized experience across all digital channels.

“The new retail model requires retailers to transform their business and reinvent themselves to create a successful blend of the physical and digital worlds to maintain their customers’ loyalty,” said Jeffrey Neville, Senior VP and Practice Lead at BRP in a statement. “The speed of these changes requires organizational agility to quickly and easily react to increasing customer expectations and changing consumer behavior.”

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