2015 CRM Benchmark Survey

Nearly 90% of Retailers Plan to Use Gamification for Customer Engagement

Boston Retail Partners’ 2015 CRM/Unified Commerce Survey of top North American retailers offers insights into retailers’ current state and planned initiatives, priorities, and future trends that relate to customer relationship management (CRM) practices associated with the retail industry’s shift to unified commerce.

In direct response to heightened consumer expectations for a personalized, seamless experience wherever, whenever and however they shop, engaging the customer and managing the customer experience are top priorities for retailers. Unified commerce and customer experiences that transcend channels are the new model, and retailers understand that customer relationship management (CRM) is an essential enabler and key to influencing customer behavior.

The findings of BRP’s Survey recognize the key CRM aspects of customer engagement across channels:

IDENTIFY THE CUSTOMER – 883% more retailers plan to identify customers when they walk in the store within five years.

ENGAGE THE CUSTOMER – 87% of retailers plan to use gamification to engage the customer within five years.

ANALYZE THE CUSTOMER – 100% of the retailers plan to utilize analytics/dashboard to understand shopping behaviors within two years.

RETAIN THE CUSTOMER – 46% of retailers indicate that a structured loyalty program is a top CRM priority.

Read the 2015 CRM Survey Report for more insights – see download form to the right.

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