Most Retailers Haven't Mastered Personalization Yet

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Excerpt from an article by Krista Garcia
To read more, visit eMarketer

"Much has been written about value exchange and the push-pull of consumers' willingness to give up personal info for personalization, offers or other supposed special treatment. Many US internet users, however, are reluctant to reveal anything more than their name and email address to marketers.

At the minimum, a retailer should be able to discern and differentiate a consumer at some point during a shopping journey. An April 2018 BRP (Boston Retail Partners) survey of retailers in North America found very different capacities for identifying customers in-store vs. online. That’s not completely surprising since digital activity has been easier historically to track than behavior in-store.

The bulk of customer identification in-store happens at checkout, cited by 57% of respondents. One-fifth of retailers said they couldn't ID a customer in-store at all, while 13% said they can ID a customer when they enter the store. Online customer identification is a different story."

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