Retailer: Assess your current level of personalisation

Juha Mattsson

For modern in-store personalisation, technology is important. Retailers can nowadays execute and guide communication using an appropriate technology platform.

Before diving into the technology used for in-store personalisation, retailers should consider the different levels of personalisation within a retail store context.  The assessment of the current level can be done with the help of this three-level framework.

LEVEL 1: Mass-customised personalisation

To date, in-store personalisation has mainly been based on mass-customisation. At its most robust level, the personalisation includes separate departments for different genders and activities, loyalty programmes and doing things in a way that feels personal (e.g. using certain phrases and types of words). This level of personalisation is something that marketers have traditionally seen as segmentation.

LEVEL 2: Personalisation of separate behavioural patterns

On the next level of personalisation, certain behavioural patterns are identified in-store and the shopping experience is enhanced with tailored content at points that match these specific behavioural patterns. Typically, this kind of personalisation is done with rules based on behaviour, but in a one-off fashion so the personalisation consists of separate actions rather than a full adaptation to a customer’s situation.

LEVEL 3: Personalisation of the customer relationship

On the deepest level, the in-store customer experience is personalised with complex rules that are in line with the whole customer relationship. In other words, the communication is personalised based on the customer’s history, both online and offline, and rich situational factors while shopping in-store, such as in-store location.

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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.