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How much damage can one bad shopping experience cause a retail brand? A lot.

USA Today – Consumers have more choices about nearly every purchase than they’ve ever had before. It’s no longer necessary to visit a physical store to buy most things, and for the vast majority of products, shoppers can pick from multiple retailers on their phone or computer.

That creates a market where people don’t have to be all that forgiving of a bad customer experience, and it makes every interaction important – especially with new customers or those who have had limited experience with a company.

Indeed, 63 percent of consumers said “it only takes one unsatisfactory shopping experience” to make them stop shopping your brand, according to BRP’s Keeping Loyal Customers Happy report.

Customer loyalty is hard to win and easy to lose. One method of delivering a positive experience is by offering a personalized touch – that’s something 44 percent of survey respondents said would lead to them making repeat visits. And nearly twice that number (79 percent) indicated that personalized service from in-store personnel would influence their store choice going forward.

“Engaging the customer through personalized and relevant experiences is the key to attracting and keeping your customers happy and continuing to shop your brand,” said Senior Vice President Perry Kramer, BRP, retail consulting firm.

One challenge for retailers in providing that personalized service is convincing consumers to share their preferences. Among survey respondents, 75 percent of millennials and Generation Zers said they were fine with being identified via their smartphone when entering a store as long as they got something in return (like a deal or special incentive); for the full survey group, it was 64 percent.

“Retailers that identify customers when they enter the store and equip their associates with the proper mobile tools can personalize the shopping experience based on customer preferences, purchase history, what’s in their closet, online browsing history, time of day, weather and their physical location – all based on real-time information and personalized to create a bond with these valuable customers,” Kramer said.

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