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As we enter a new decade, retailers can no longer offer their customers “one-size-fits-all” experiences – they need to personalise them to increase loyalty and revenue, explains JRNI.
Consumers in 2020 expect retailers to cater to their needs, and they won’t settle for generic experiences.
In fact, 80% of US online customers are willing to share some forms of personal information to tailor their retail experiences, according to Forrester Analytics’ Consumer Technographics survey data.
“By offering consumers the opportunity to make individual appointments or attend store events, retailers can create powerful personalised experiences”
Some retailers still struggle to provide personalised experiences that not only foster strong relationships but also grow their businesses.
By offering consumers the opportunity to make individual appointments or attend store events, retailers can create powerful personalised experiences.
Deliver individualised experiences via appointments
While shoppers may begin their journeys online or via mobile, when they schedule appointments online to meet with in-store staff, they’re seeking expert advice or consultation based on their personal interests.
Customers could, for example, be looking to purchase new dresses from select designers or in specific styles, so they want to receive knowledgeable recommendations for the best styles and fits.
Once customers arrive for their appointments, associates should focus immediately on building relationships.
Retailers can capture consumer details (sizes, preferences, specific needs, past purchases, etc.) at the time of scheduling, making the experience exponentially more personal.
This one-on-one approach facilitates a dialogue that also yields upsell and cross-sell opportunities. Staff can suggest complementary items for customers to add to their baskets, making consumers feel more valued, while increasing retailers’ revenue.
Following appointments, retailers can retrieve information about customers’ favourite items, purchase histories, communication preferences and more to continue their conversations.
They can even send consumers tailored promotions to use during their next in-store visits.
Create exclusive experiences with events
When consumers visit stores, they want immersive experiences where they can both engage individually with in-store staff and meet other patrons who enjoy their favourite retailers as much as they do.
With events, retailers can deepen their engagement with consumers by giving them chances to connect in special ways.
To personalise their customer relationships, retailers can invite customers who enjoy certain brands to preview new items before they launch publicly.
They can also invite their most loyal customers to attend VIP gatherings to join other customers who have become brand ambassadors.
When customers can network with other shoppers, they can collectively present retailers with their feedback about products and services to help improve overall brand experiences.
“Consumers want personalised in-store experiences that exceed their expectations, and they want retailers to know what they want before they arrive in store”
Shoppers will feel more loyal when retailers approach them for their candid thoughts, and retailers will want to use those perspectives to ensure that they can offer the outstanding experiences that customers demand.
Consumers want personalised in-store experiences that exceed their expectations, and they want retailers to know what they want before they arrive in store.
If retailers supply blanket recommendations or produce monotonous experiences, they won’t achieve more loyalty and revenue.
Nancy Liberman is vice-president, marketing at JRNI, the enterprise software-as-a-service scheduling platform for personalising and optimising the customer journey
Prior to JRNI, she served in various marketing leadership roles for high-growth companies, including ATG, Searchandise Commerce, Dailybreak Media and OutSystems. Connect with her on LinkedIn and Twitter.
