In-store Personalization: Route to Enhanced Customer Engagement

Jul 13, 2017

predictive modeling

As online stores disrupt the retail market, not only regarding pricing but also customer engagement, retailers are looking for solutions that will enhance their bond with the customers and boost their overall sales figures. Unlike the e-commerce platforms, retailers lack the personalized records and shopping preferences of the customers, and it is in this context that in-store personalization has gained importance.

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In Store Personalization – Key to Customer Engagement?

Each customer is different, so are their needs and budgets. For fruitful customer engagement, it is essential to identify the specific needs of the individual client. In-store personalization, by keeping track of all the past shopping experiences, enables retailers to come up with the most relevant and personalized suggestions for the customers. Instead of recognizing the customer only at the PoS, in-store personalization allows retailers to impact the purchase decision and capitalize on cross-selling opportunities.

Customer engagement is the end-result of several factors. Providing personal recommendations and understanding their contextual needs is vital to creating a lasting impact. This is exactly what is gained from in-store personalization.

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How are Retailers Building Customer Engagement Model Through In-store Personalization?

i. Better Personalization of Showrooms

Traditional retailers were not quite in favor of showrooming their products. Showrooming is the process wherein customers can just browse through the physical stores as they do it in the online medium. By using technologies like beacons, retailers can easily enhance the entire shopping experience of the customers through personalized messages.

ii. Personalized In-store Ads

Smart shelves, something which is already being used by Mondelez, is one of the best ways in which you can even personalize the ads in your store. These shelves pick up demographic information of the shoppers and tracks the items picked up by the customers. This information is used to display personalized ads on displays near the checkout points.

iii. Innovative Marketing

Rather than sticking to the traditional and mundane marketing tactics, retailers should turn to enhancing the time spent by the customers in the store. This can be done by placing the customer in the midst of the personalization process. This can be done in the form of a loyalty program and personalized messages could be sent to intimate about new product launches.

Personalization is the key to enhancing customer engagement. Amid the competition, it’s high time that retailers switch to this strategy using in-store personalization tools.

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