The impact of personalization is most typically measured through online performance. But tailored offers can also be used in stores to transform offline shopping experiences.
Nine in 10 consumers say they’re more likely to shop with brands that recognize and remember them, according to Accenture. That expectation is increasingly extending to stores, with 79% of shoppers saying personalized service from an associate was a deciding factor in choosing where to shop and 68% saying they preferred stores that offered personalized loyalty rewards, according to a survey from Boston Retail Partners.
To meet these rising expectations, merchants must use prior online and offline brand interactions to inform relevant product recommendations and promotional offers. To deliver this tailored experience in stores, retailers should:
Include store promotions in BOPIS transactional messaging.
More than two-thirds of U.S. consumers have used Buy Online, Pick up In-Store (BOPIS), and as part of the process they provide valuable store location data merchants can use to tailor post-purchase messaging. Pickup notifications can highlight in-store events and regional promotions.
Empower pickup counter staff.
The online order pickup counter isn’t just for customer service; it’s also a sales opportunity. Associates should be able to access potential cross-sells, relevant discount offers, and even customers’ frequently-purchased items, and make suggestions for venturing further in-store.
Use store wifi to highlight relevant offers.
Almost 60% of shoppers now expect in-store wifi, which presents an opportunity for retailers. By requesting an email address in exchange for free Internet service, retailers can identify store shoppers and display an array of up-to-the-minute, personalized store promotions on login and welcome screens.
Tie showrooming activities to relevant promotions.
Contrary to popular belief, store visitors don’t use their phones to hunt for lower prices elsewhere: in-store shoppers are four times more likely to search for the brand of the store they’re in already than they are to seek out the competition, Google found. QR codes that link to buying guides and videos can enhance the experience, while also providing real-time data on which promotions to serve alongside the content.
Step up clienteling via personal shopping services.
Once the exclusive realm of luxury brands and high-end department stores, personal shopping services are now going mainstream, thanks in part to eCommerce sites that offer online style profiles and consultations via live chat. Retailers can take advantage of this trend by offering different flavors of personal shopping in stores – from gift selection services to general consultations to occasion- or project-specific shopping help. To maximize relevance, these specialists should be armed with access to customer preferences and purchase histories, and have the means to input notes that feed future recommendations.
How are you personalizing the in-store experience?