Most in-store shoppers anonymous until checkout: Report

Fibre2Fashion – Customer identification is the first step necessary to personalise the shopping experience, yet most in-store shoppers are anonymous until they check out, according to a recent report. It further adds that merely 13 per cent of retailers identify customers when they walk in the store and another 10 per cent identify customers pre-checkout.

Retailers fare better online, as 30 per cent identify customers when they enter the website and another 30 per cent identify customers pre-checkout, as per the 2018 Customer Experience/Unified Commerce Survey by BRP, an innovative retail consulting firm.

“While most online retailers are able to identify customers early in the browsing process in order to create a more personalised 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 personalisation 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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