Retailers must rethink how they personalise the shopping journey

Rebecca Gibson
Rebecca Gibson
By Rebecca Gibson on 09 February 2016
Retailers must rethink how they personalise the shopping journey

Consumers still have reservations about retailers using mobile, online and analytics tools to personalise the shopping experience, according to Accenture.

The Accenture Adaptive Retail report and a separate benchmarking study revealed that found that retailers across the globe are taking measures to better understand their customers and provide more personalised shopping experiences. For example, 71% have loyalty programmes, 22% allow shoppers to create profiles of likes and dislikes, 41% enable customers to specify their marketing preferences, 10% try to collect consumers’ names, addresses, e-mail and phone numbers while they’re in the store, and 88% allow shoppers to access Facebook (or local equivalent) via their website.

According to the study, 45% of consumers find it ‘cool’ when retailers can automatically tailor their websites to each individual customer according to a ‘who I am, what I like and what I have previously purchased’ profile. ’ Likewise, 29% of shoppers think that having sales associates who know the items in their online wish list or shopping basket is ‘cool,’ although 41% view it as ‘creepy’.

The report also showed that while more than half of consumers view promotional offers as ‘cool’, 41% think that receiving recommendations based on social media is ‘creepy.’ Similarly, only three quarters of shoppers believe that a retailer’s ability to automatically adjust the price of items for loyalty points and other discounts is a ‘cool’ offering and 6% consider it ‘creepy.’

Number of views (2555)/Comments (-)

Comments are only visible to subscribers.