Dive Brief:
Dive Insight:
Bringing personalization beyond curated web experiences can require some special consideration.
Associates play an important role in in-store personalization, but they need the right equipment to work efficiently, according to Dave Bruno, director of retail industry insights at Aptos.
Mobile devices can let workers help customers right on the spot, rather than pull the shopper out of the aisle to dig up relevant details.
“They can’t be beholden to a cash wrap to have access to information about a customer,” Bruno told sister publication CX Dive in an email. “We’ve got to help associates engage and personalize while customers are browsing the store.”
Personalized experiences should also go beyond offering recommendations, according to Bruno. Associates can guide customers to where those items are located in the store and, ideally, place an order for any unavailable products right on the spot.
Store associates aren’t the only workers who can drive sales through personalization. Over three-quarters of retail leaders say personalized customer service — via agents and chatbots — significantly boosts customer retention rates, according to the report. Shoppers are in agreement. Two-thirds of shoppers say personalized interactions, like chatbots recognizing their name and purchase history, make them more likely to shop again with a retailer.
Live agents can offer increased personalization through tailored product recommendations, but the study found only half of retailers offer personalized product recommendations through live agents.