5 Crucial customer touch points of in-store personalisation

Jarno Marin

In-store personalisation is a very hot topic in retailing right now. Retail Info Systems News listed cross-channel one-to-one shopper engagement as one of the six retail trends to watch in 2014. This means that retailers are investing new ways to understand shoppers better for providing customised messaging and content for each individual. Modern in-store personalisation techniques are in the centre of this by enabling data collection in new touch points within the stores.

Successful personalisation requires collecting data during the entire customer journey, both online and offline. To help you to look at the personalisation from in-store perspective, we created a list of most common touch points.

These touch points of in-store personalisation include both physical and digital elements, as well as points involving both technology and people. Retailers should apply at least these for being able to provide the best possible customer experience through personalisation.

1. Mobile app

Mobile app is a key element of modern in-store personalisation. It serves as a ubiquitous user interface between a customer and a retailer. Retailers can use mobile apps for showing interactive content and creating push-marketing messages based on customer’s location. In-app services, like further product information, works as a “self-help”. According to a study conducted by Google, 8 of 10 smartphone shoppers use mobile in-store to help themselves with shopping. Customers can also get notifications on special deals and check the balance of their loyalty account through the mobile app.

2. Store personnel

Salespersons can provide educated, timely relevant and accurate guidance while knowing customer’s purchase history and stage at the buying cycle. Store personnel can be notified of certain customers or customer segments so that they can provide VIP level service according to the company policy. Additionally, long dwell times at certain locations within the store can function as signals for the personnel to take a specific action.

3. In-store marketing

Different in-store marketing activities and store layout optimisation are a crucial part of the in-store personalisation. Both physical and digital signage can be used in presenting promotions, informing about products and guiding people in-store. Today in-store intelligence platform can enhance the in-store marketing by providing data on which layouts and in-store marketing activities work the best.

4. Loyalty program

Loyalty program information can be used in real time by customers in-store. To make it work seamlessly, retailers should set up loyalty programs for mobile apps for enabling easy access and use of loyalty information. In-store behaviour can be added to be a part of the loyalty program where the customers can be granted points for testing products or just for visiting the stores.

5. Targeted marketing campaigns

Marketing campaigns across the different channels can be personalised according to the in-store behaviour. The personalisation is done based on the information that the retailers gather from various channels, including in-store. Whenever this type of marketing is executed, it is important to have an in-store intelligence platform in place. This way retailer can recognise the response of different individuals.

This was our list of the top customer touch points for modern personalisation. What do you think is important?  Share your thoughts on the comments.

Learn more about in-store personalisation

We wrote an entire eBook on this topic. You can access it for free here!

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Walkbase provides a retail analytics solution for improving the impact of marketing on physical stores and personalising in-store shopping experience.