Shoppers want personalization online, in-store and on customer service calls

Dive Brief:

Most shoppers are willing to spend more when their experience is tailored to their preferences, according to a study released Tuesday by Incisiv and Talkdesk. Nearly 7 in 10 shoppers prefer retailers that offer personalized experiences across all channels, including both digital and physical touch points.
However, only a third of retailers are personalizing just one-third of their customer journeys, according to the study, which was based on a survey of 5,000 consumers and customer experience audits of 131 U.S. retailers.
Luxury retailers are in the lead for personalization capabilities. Just over 9 in 10 luxury brands offer the ability to schedule one-on-one appointments with experts for assisted shopping, compared to the retail industry average of 3 in 10.

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.