Study: Retailers move to put digital personalization front-and-center

Drug Store News – Personalization is no longer just about marketing to demographic groups, customer segments or even personas. Rather, the concept has evolved into a critical way for retailers to differentiate their brand to compete against companies like Amazon, according to “BRP Special Report: Personalizing the Customer Experience,” a study from Boston Retail Partners.

“Consumers’ constant ability to shop and easily research products and prices has made it imperative for retailers — especially those with brick and mortar locations — to find creative ways to entice customers into the store,” said Jeff Neville, VP, Boston Retail Partners. “The best and most powerful way to do this is through personalization.”

That said, retailers need to infuse digital features into the store environment to exceed customer expectations, compete more effectively and offer a more memorable shopping experience. This experience allows the customer can see, feel and interact with products, plus it extends opportunities for retailers to enhance customer loyalty through interaction with sales associates, according to the report.

Retailers are definitely on board, as 40% of surveyed retailers said that personalization is a top digital priority.

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