BRP Special Report finds personalisation top digital priority
By Deena M. Amato-McCoy - Mar 31st, 10:30
Personalisation 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: Personalising 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 personalisation.”
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 personalisation is a top digital priority.
The first step to engage with customers on a personal level is to find a way to identify shoppers as they enter the store — this can be via smartphone, beacon or another technology. Half (50%) of the retailers surveyed plan to utilize customer-identifying technology in the store within two years.
Too often, however, the customer is not identified until the point of checkout. This is too late to empower the associate to personalise the shopping experience.
Once retailers identify customers, the next step is to communicate relevant messages. The most prevalent customer personalisation capability involves offering personalized rewards based on customer loyalty — a strategy that 34% of respondents said they’ve already implemented.
However, it is time to step up these personalisation initiatives. Using customer insights data, even environmental conditions, such as time, weather, and traffic volume, brands can create contextual messages relevant to the individual customer.
Currently, 22% of retailers already use some type of real-time events selling triggered by environmental factors. Unfortunately, most of these processes are not working well and need improvement, the study said.
The greatest opportunities involve suggested selling to the customer. Over the next 12 months, retailers are making significant plans for these robust capabilities, such as suggested selling based on previous purchases (50%), suggested selling based on the customer’s closet (32%) and suggested selling based on the customer’s online browsing history (37%). All of these opportunities leverage knowledge of a customer’s preferences, purchases and interests to recommend products or services.
Suggestive and guided selling will only be supported by a real-time retail environment. Once customer data and information is collected across channels, it can be analysed and utilised to personalise the shopper’s individual experience, thereby promoting sales and customer loyalty, the study revealed.© 2017 Chain Store Age. All Rights Reserved
Harrods smashes £2bn sales mark for the first time
16/10/2017 - 16:09
Harrods has recorded its eighth year in a row of soaring profits, which included smashing the £2 billion sales mark for the first time.
Gucci goes fur-free
13/10/2017 - 11:45
Luxury fashion retailer Gucci has announced it would stop using fur in its products entirely after its Spring 2018 collection.
Nespresso shifts focus from exclusivity to sustainability
13/10/2017 - 08:51
In an effort to shed light on its sustainability efforts, Nespresso is shifting away from its signature star-studded spots to a new ad campaign focused on the farmers and communities that are the backbone of the brand.
eBay calls on retailers to embrace AI
12/10/2017 - 16:50
eBay has called on retailers to embrace artificial intelligence (AI) and ensure it is the driving force of business decisions in the coming years.
Customer loyalty is key to a retailer’s success
12/10/2017 - 11:51
What is important for a retailer is repeat business. Attracting your customer back into your store and rewarding them for spending money with you. Customer loyalty ultimately builds a brand.