34% of retailers indicate that customer identification/personalization of the customer experience is a top priority for 2020
According to enVista’s 2020 Personalization Special Report, 51% of the consumers surveyed indicated a personalized and consistent experience across channels is important and 72% of consumers said personalized service from a sales associate is an important factor in determining which store(s) they choose to shop. However, only 34% of retailers indicate that customer identification/personalization of the customer experience is a top priority for 2020. With consumers’ high expectations for a personalized experience, retailers have opportunities available to differentiate their brand with personalized services and promotions.
enVista CEO Jim Barnes said, “As consumers ‘check-in’ on retailers’ e-commerce and mobile sites, they typically receive automated, personalized offers and recommendations based on their previous purchase and browsing history. However, most shoppers are still anonymous prior to check-out in the store, so they don’t receive the same level of personalized service and recommendations that they do online. Personalization is an area of opportunity for retailers.”
enVista’s senior vice president of retail Gene Bornac said, “The convergence of the physical and digital shopping environment requires a new customer engagement model, and that model begins with personalization. As retail continues to evolve, the transformation is exciting for consumers and retailers alike with new technologies and opportunities arising to enhance the changing customer journey.”
According to the 2020 Personalization Special Report, there are significant gaps between customer expectations for personalization and retailer execution:
- Customer Expectation: 74% indicate that personalized promotions and discounts from an associate would make them likely to choose a store over one that doesn’t offer it
- Retailer Capability: 35% have successfully implemented the ability to offer personalized promotions
- Customer Expectation: 72% are likely to choose a store offering personalized rewards based on customer loyalty over one that doesn’t offer this additional service
- Retailer Capability: 32% successfully offer personalized rewards based on customer loyalty
The 2020 Personalization Special Report, based on findings from the enVista Consumer Study and the 2020 Customer Engagement Survey, is available for download.