{"id":1673953,"date":"2015-12-31T07:31:47","date_gmt":"2015-12-31T15:31:47","guid":{"rendered":"http:\/\/www.retailpro.com\/News\/blog\/?p=1673953"},"modified":"2016-01-11T12:49:04","modified_gmt":"2016-01-11T20:49:04","slug":"retailers-go-the-personalized-route","status":"publish","type":"post","link":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/2015\/12\/31\/retailers-go-the-personalized-route\/","title":{"rendered":"Retailers Go the Personalized Route"},"content":{"rendered":"

Half the battle for success in retail is getting the customer in the door or on the website, followed by the challenge of closing the sale. According to MyBuys research, highlighted in Personalization Comes of Age<\/a>, 75 percent of shoppers would buy from a merchant if they received a discounted price on the merchandise. In addition, roughly the same number would buy online if a special offer including free shipping was provided.<\/p>\n

Seems obvious that customers want to hear from retailers with pertinent information. In other words, they want to know more<\/p>\n

\"As<\/a>

As merchants streamline their multichannel store operations and focus on enhancing the customer experience, many shoppers are choosing to return to stores to make their purchases.<\/p><\/div>\n

about products and services in which they\u2019ve expressed prior interest.\u00a0 Busy people appreciate a quick reminder about products left in shopping carts \u2014 or even about those they may have been researching \u2014 especially if a purchasing incentive comes with that reminder. Discounts or other benefits, coupled with personalized messaging and recommendations can provide customers information that will help them\u00a0determine that the products they’re considering are just right. A substantial number, 70%, of shoppers want recommendations on retailers\u2019 web sites: It\u2019s always nice to corroborate a potential purchase.<\/p>\n

That feeling of purchase satisfaction can\u2019t be underestimated. The MyBuys research found that few shoppers (27%) buy when they perceive they are \u201csettling\u201d for a product. It\u2019s not enough for them to purchase something \u201cjust like\u201d the one that’s desired. \u201cClose enough\u201d just doesn\u2019t cut it. Therefore, to achieve true customer satisfaction, it\u2019s crucial for retailers to supply messaging that not only corroborates the purchaser\u2019s decision, but also makes it an undeniable value.<\/p>\n

Of course, the retailer must be conscious of not overstepping boundaries, which may not always be intuitive. For example, while MyBuys reported that 39% want to receive personalized messages on social media, such as in a Facebook stream, they may not want to be greeted in-store with the same message. It\u2019s one thing to be wished “Happy Birthday!” in an innocuous post from a retailer on Facebook, but another, more unsettling, experience to be told that by a store associate who is a stranger. However, couple that social media greeting with a \u201cget 10% off on your special day by mentioning this Facebook message,\u201d and the retailer\u00a0will likely be rolling out the welcome mat that day.<\/p>\n

Proximity marketing, enabled by beacons and bluetooth technology, are also excellent ways of drawing in customers. New data from Juniper Research<\/span><\/a> found that retailers will spend an estimated $2.5 billion in hardware and installation cost of such Internet of Things technology by 2018. MyBuys found that 39% of those surveyed welcome mobile advertising, such as proximity marketing, and that number is likely to grow as installations increase.<\/p>\n

Retailers will look to beacons and beyond in 2016, and continue to invest in data science and analytics to better serve customers both in-store and online.<\/p>\n","protected":false},"excerpt":{"rendered":"

Half the battle for success in retail is getting the customer in the door or on the website, followed by the challenge of closing the sale. According to MyBuys research, highlighted in Personalization Comes of Age, 75 percent of shoppers … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49,50],"tags":[112,132,76],"class_list":["post-1673953","post","type-post","status-publish","format-standard","hentry","category-retail-customer-business-intelligence","category-retail-merchandising-and-marketing","tag-beacons","tag-customer-satisfaction","tag-retail"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/posts\/1673953","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/comments?post=1673953"}],"version-history":[{"count":0,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/posts\/1673953\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/media?parent=1673953"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/categories?post=1673953"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/tags?post=1673953"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}