Retailers’ personalization efforts fall short of shopper wish lists

Retail Dive – Over three fourths (79%) of customers surveyed by BRP, retail consulting firm, said the ability to get personalized service from a store associate is a significant factor in helping them decide where to shop, but just 53% of retailers surveyed described personalization as a top priority for them this year, according to a BRP report.

Being able to identify customers can help enable more personalized service, and 64% of consumers surveyed said they are comfortable with retailers identifying them via their mobile phones while they are in stores, provided that it translates to a personalized experience.

However, 63% of retailers surveyed said they were not able to identify their customers before they checked out, and 20% said they either were not able to identify them until after checkout, or not able to identify them at all, the report stated.

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