The 80/20 Rule for Keeping Customers Happy

According to the Pareto Principle, 80% of your business will come from 20% of your customers, so it makes sense to focus on those 20% who are loyal, repeat customers as they are the most valuable to your business. Your customers expect engaging and relevant interactions and conversations across any and all channels, however, they don’t have the tolerance for complicated processes. They want and expect personalization and if they are treated well, they will reward you through additional purchases.

In fact, according to the 2017 State of Personalization Report of more than 1,000 U.S. consumers, 44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company[1]. A happy customer is likely to be one that is loyal, valuable and – perhaps most importantly – a customer who will be an advocate for your brand.

So, how do you keep these loyal customers happy?

Engaging your customers through personalization and relevance is the key to attracting and keeping your customers happy so they continue to shop your brand. If you can identify your customer when she enters the store and equip your associates with the proper mobile tools, they can personalize the shopping experience based on customer context. This enables your associates to offer recommendations and promotions to your customer based on her preferences, purchase history, closet, most recent online browsing history, time of day, weather and even her physical location – all based on real-time information and personalized to create a bond with this valuable customer.

Why is this important?

Keeping loyal customers happy is critical as it only takes one unsatisfactory shopping experience for 63% of consumers to stop shopping your brand[2]. Your most valuable customers have already established their loyalty to your brand, but to keep them coming back and to encourage their advocacy of the brand, it is important to ensure each and every shopping experience in every channel, is seamless, personal and positive.

I encourage you to read the BRP SPECIAL REPORT: Keeping Loyal Customers Happy for more insights.

As always, I appreciate your thoughts and opinions on this topic.  Please share your feedback below.


[1]“The 2017 State of Personalization Report,” 2017.

[2]2019 BRP Consumer Study

Senior Vice President & Practice Lead
Perry is a leader in retail information technology, with more than 20 years of extensive experience across several types of retailers, including department stores and specialty retailers. In addition to VP and leadership positions with retailers, he has held the CIO position with a technology company and was co-chairman of the Association for Retail Technology Standards (ARTS) board of directors. Throughout his career, he has managed selection and implementation projects within store systems, logistics, finance, HCM, e-commerce and merchandising.


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