If retailers want to score big this holiday season, they should build their in-store strategies with one goal in mind: Personalizing the customer experience.
According to a new study from Accenture, personal touches in a brick-and-mortar environment can have a profound impact on the likelihood of shoppers to make a purchase from that store.
The report found, for example, that recognizing a shopper by their name increases the odds of a sale by 56 percent. Being able to recommend products based on past shopping history upped those odds by 58 percent.
Brands able to recall their full shopping history saw a 65 percent jump in their likelihood of earning a sale. The data is clear: Shoppers want a more relevant experience, whether they’re shopping online or in stores.
For the brick-and-mortar retailer, there are no shortage of tech solutions geared toward building more engaging, immersive and personalized shopping experiences. Those efforts to deliver a rewarding shopping experience can start with installing a clienteling solution.
At this year’s Mobile Shopping industry event, one of the main topics of conversation will focus on how retailers can improve mobile’s presence throughout the in-store customer journey. On Monday, Brenna Johnson, product strategist for Oracle Commerce Cloud, will lead a session entitled, “Commerce Anywhere, Anytime - The Mobile Transformation,” which will focus on ways retailers can build more effective mobile strategies for every phase of the shopping journey.
“Successful retailers recognize that consumers are loyal to their needs in the moment, and not always to specific brands,” says Johnson. “Retailers need to seize these “micro-moments” across every phase of the shopping journey -- from discovery to loyalty.”
Where the in-store experience is concerned, clienteling technology is more than a mobile digital touchpoint. It serves as a hub for communication and mobile integration that serves several aspects of the customer experience.
Mad Mobile’s own clienteling platform, Concierge, offers personalization through mobile customer profiles that offer 1-to-1 communication alongside relevant information such as past shopping history.
When in-store inventory is limited, store associates can use tablet devices to check inventories of other store locations, or even at online warehouses, in real-time. The platform enables associates to offer product recommendations and even gives them mobile point-of-sale capabilities, supporting faster checkouts and more efficient service.
A more personalized shopping experience also creates more incentive for shoppers to share their data with retail brands. While they’re loathe to sacrifice their privacy for the sake of a company’s bottom-line, they understand the value in trading data for better experiences.
By improving personalization in stores, brands can make a stronger case for greater data transparency. There’s also the benefit of added brand loyalty: Shoppers have a stronger affinity for brands that offer a personal touch.
That desire to deepen connections with its customers is one reason clothing retailer Talbots, already an Oracle client, recently struck a deal with Mad Mobile to deploy Concierge in its retail stores across North America.
Mad Mobile and Oracle are working together to help retailers like Talbots provide personalized, connected experiences for shoppers across web, mobile, social and in-store. To learn more, read Mad Mobile’s case study on its project with Talbots.
As the holiday shopping season nears, the haves and have-nots will continue to be divided by their ability to offer personalized shopping experiences. Whether online or in-store, the pressure is on retailers to start seeing shoppers as individuals.