Report: 79% of consumers want personalized in-store experience

Refrigerated & Frozen Foods – Today’s online shoppers are accustomed to features such as product reviews, expansive merchandise choices, one-click transaction processing and personalized recommendations.

Personalization and technology are bringing new life to brick-and-mortar stores, according to a report published by BRP, retail consulting firm. However, retailers must infuse digital features into the store environment to exceed customer expectations, compete more effectively and offer a more complete and personalized shopping experience.

Today’s online shoppers are accustomed to features such as product reviews, expansive merchandise choices, one-click transaction processing and personalized recommendations. These expectations don’t dissipate when the customer walks into a physical store. In fact, customer expectations are likely magnified across all channels because most consumers shop more than one channel as part of their shopping journey and expect the same benefits across channels.

“Effective customer engagement requires retailers to offer a personalized, relevant, compelling and consistent experience across channels,” says Ken Morris, principal. “In today’s crowded and highly competitive market, personalization is a critical component for optimizing the customer’s shopping experience. Customer identification is necessary to personalize the in-store shopping experience; however, 63% of retailers can’t identify their customers prior to checkout, which is too late to empower the associate to influence the current purchase decision.”

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