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Retailers Are Prioritizing Customer Identification in Stores for 2019 — Here’s How They Plan to Do It

Whether online or in stores, consumers today want a shopping experience that’s tailored to them. And retailers want to provide that — but doing so effectively doesn’t just mean feeding back ads for products they’ve looked at before or hiring sales associates to ask what they’re searching for.
In 2019, retailers will be focused on delivering the personalized service that 79 percent of shoppers say they crave, according to a new study from retail management consulting firm BRP. To do so, though, they’ll have to find innovative ways to identify customers across channels — including in brick-and-mortar stores, where shoppers are usually anonymous until at least the moment they swipe their credit card.
Of the 500 North American retailers BRP surveyed, it found that just 25 percent have the ability to access any customer information before checkout, which can allow associates to offer recommendations based on past purchases, loyalty rewards and special promotions. With most shoppers today using their mobile phones while shopping in stores to check product information, compare pricing and check for promotions, mobile websites, apps and loyalty programs are among the most common ways for retailers to identify customers in real time.
The latter has become particularly popular in the

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Via:: https://footwearnews.com/2019/business/retail/retail-customer-identification-personalization-2019-1202728224/