6 Building blocks of in-store personalisation

Juha Mattsson

How can retailers make smart marketing and product decisions to personalise the shopping experience? One solution is to focus more on customers’ total lifespan with their brands, instead of campaign-based thinking. To succeed at this, retailers need a structured plan linked to customer relationship management.

Personalisation starts by understanding the customer in-store and collecting data about the customer’s behaviour. The actual in-store personalisation is then built with that data.

At Walkbase, we define six building blocks you need to attain successful in-store personalisation. If you want to dig deeper, there’s more information in our recently-published eBook “Modern in-store personalisation”

1. Identification

Retailers need to identify the unique customers for whom they want to create personalised experiences. This means collecting data on store visits and interactions. Naturally, using such identifying information always requires customer consent and a possibility to opt out. The most convenient points to give such consent are joining a loyalty program, downloading a retailer's smartphone app or logging into an in-store WiFi network.

2. Analytics

The data collected on customer behaviour needs to be analysed for further use. You need to turn the collected data into information, and the information finally into actionable knowledge that you can easily use for in-store personalisation.

3. Automation

After identifying and analysing customer in-store behaviour, you need to use the knowledge that you now have on in your hands. You can take care of this manually, but in practice the only way to handle personalisation efficiently in a retail environment is through automation. (An in-store intelligence platform can help retailers to manage otherwise complex personalisation campaigns.)

4. Mobile apps and strategy

With mobile applications, you (as a retail marketer) can get to your customers’ pockets digitally. Build up a good mobile strategy that defines how your brand interacts with your customer inside and outside the store. (Usage of mobile app is a crucial part of modern in-store personalisation where customers receive notifications in-store based on their location and behaviour.)

5. Understanding the customer journey and offline–online integration

To understand the context and tailor messages correctly to your customer’s situation, you must know your customers’ journey. To ensure this, you need to gather information from several touch points both offline and online. A marketing technology solution that combines offline and online touch points can help retailers to manage the communication efficiently.

6. Store personnel involvement

Alongside building the other five building blocks, five earlier mentioned blocks, you need to involve your personnel in the stores. Therefore you need to focus on training your store personnel to understand the in-store personalisation comprehensively at strategic and operative levels. This way, the entire in-store personalisation project is more likely to succeed as planned.

What’s next?

To learn more about in-store personalisation, both strategically and operationally, download our free eBook.

Access in-store sales funnel white paper


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