Today’s consumers connect with brands across multiple channels, which complicates the process of recognizing, servicing, and rewarding loyal customers. According to BRP’s “Special Report: Keeping Loyal Customers Happy”, customers expect engaging and relevant interactions and conversations across all channels and they don’t have any tolerance for unsatisfactory shopping experiences. Customers want a personalized experience and if they are treated well, they will reward the retailer through additional purchases and brand loyalty.
“Engaging the customer through personalized and relevant experiences is the key to attracting and keeping your customers happy and continuing to shop your brand,” said Perry Kramer, SVP and practice lead, BRP. “Retailers that identify customers when they enter the store and equip their associates with the proper mobile tools can personalize the shopping experience based on customer preferences, purchase history, what’s in their closet, online browsing history, time of day, weather and their physical location – all based on real-time information and personalized to create a bond with these valuable customers.”
Keeping loyal customers happy is critical as it only takes one unsatisfactory shopping experience for 63 percent of consumers to stop shopping your brand. The most valuable customers have already established their loyalty to your brand but to keep them coming back and to encourage their advocacy of the brand, it is important to ensure each and every shopping experience, in every channel, is seamless, personal and positive.
Identifying customers in-store – expectations and incentives
64 percent of customers are comfortable with retailers identifying them via their mobile phone when they enter a store, as long as it means they are offered a personalized experience. 26 percent of customers want credit or discounts towards future purchases as an incentive to allow retailers to identify them when they walk in the store.
On the other hand, 63 percent of retailers are unable to identify their customers prior to checkout and 20 percent can’t identify them until after checkout or not at all. Only 13 percent or retailers offer credit or discounts towards future purchases as an incentive to customers.