According to Accenture’s 2018 Personalization Pulse Check, 91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations.
One of the biggest challenges retailers face with personalization is the ability to tie online and in-store activities together. Traditionally, these two channels have been handled in silos by two separate teams. But as the level of influence digital channels have on purchase decisions and the overall customer journey, it’s more important than ever for retailers to unify these channels as one.
In order to provide a personalized in-store experience, retailers need to know what shoppers are doing online and vice versa. The good news? 83% of consumers are willing to share their data to enable a personalized experience. Shoppers are open to sharing their data online and in-store as long as retailers or brands are providing a relevant, personalized experience in return.
So, how can you deliver a more personalized experience (without breaking the bank)?
1. Integrate Your POS and eCommerce Solutions to Build a More Complete Customer Profile
Good data is at the core of any great personalized experience. Connecting online and in-store data creates a clearer picture of who the shopper is, what her interests are, and what she’s looking for. This information can be used to provide personalized experiences for her no matter where she shops.
For example, when a customer makes an online purchase, it should be captured in their CRM profile within the retailer’s POS system. Having this data enables the retailer to send relevant email offers for complementary products or upgrade offers.
2. Help Store Associates Better Understand the Customer
Tying online and in-store behavior together can also help store associates provide better in-person service because it gives them access to more complete information about the customer. For example, store associates with access to a tablet can access all the information that is stored in the shopper’s profile including preferences for a category or brand as well as any past purchases. This information empowers the associate to provide better suggestions while the shopper is in the store.
3.Use POS Information to Encourage Future Engagement
In-store purchases can also be used as a trigger for online activities. For example, if a customer purchases in-store, the retailer can send him an email receipt with recommendations of products that pair with the item they just purchased. Or an email can be triggered a few days later to suggest other items they may like, based on recent shopping behavior.
4. Adopt Personalization Within Your Marketing Strategy
Last but not least, to get the most from your customer personalization efforts, they need to be a significant part of your overall marketing strategy. Use the data you have to create detailed customer segments and use those segments to provide more relevant marketing campaigns and offers. By making customer personalization part of your retail marketing culture, you will increase customer loyalty, engagement — and sales.
Interested in learning more about how to create a personalized journey for your customers? Download Personalizing the Path to Purchase whitepaper to learn how to respond to your customers preferences in real time.
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