Improving Customer Experiences With Omnichannel Personalization

Improving Customer Experiences With Omnichannel Personalization
Merchandising & Curation

PSFK researchers examine how retailers are using customer data to deliver personalized experiences as shoppers move through multiple points of purchase

PSFK
  • 5 february 2018

With as many as two-thirds of shoppers conducting research online before purchasing a product, the need has never been greater for retailers to understand the ways in which their customers interact with products across multiple sales channels. Furthermore, the best retailers understand that simply setting up a web shop and calling it a day isn’t enough. In order to give customers the best experience possible, service should be personalized to each customer on every platform to deliver tailored product experiences.

If a customer is looking for blue jeans on their smartphone, for instance, a retailer might be able to utilize in-store elements to suggest jeans they might like based on their search history as they browse the racks. Alternately, in-store purchase history can be linked to a customer’s account to provide increased personalization as that shopper browses a brand’s online store. Hoping to better understand the ways in which retailers are migrating personalization, PSFK researchers found several examples of unique omnichannel strategies, outlined below.

Store of the Future 
Luxury retailer Farfetch’s Store of the Future collects ongoing data from customers online and in-store to customize their experiences in real time to provide personalized service and product recommendations. Customers are recognized as they enter the store via a universal login, and RFID-enabled clothing racks track product browsing to autopopulate a wish list.

Coca-Cola 
The beverage corporation Coca-Cola Co. aims to enhance the customer shopping experience in supermarkets by using a digital signage system to tailor content messaging by leveraging data from shopper’s phones. Targeted messaging can range from brand campaigns to store-specific promotional offers or even app-guided shopping lists.

Google 
Google will begin using data from billions of credit and debit card transactions—including card numbers, purchase amounts and time stamps—to lead more targeted online ad campaigns and gain more insight into how online behavior dictates in-store decisions.

As shopper data continues to become the real currency retailers and service providers deal in, this will further enable new customer experiences that are based on intelligent personalization across every point of sale. But migrating personalization is just one retail trend that PSFK researchers are keeping their eye on. For even more insights, check out our recent research paper Capturing Data In Retail Environments.


Lead Image: Farfetch

With as many as two-thirds of shoppers conducting research online before purchasing a product, the need has never been greater for retailers to understand the ways in which their customers interact with products across multiple sales channels. Furthermore, the best retailers understand that simply setting up a web shop and calling it a day isn’t enough. In order to give customers the best experience possible, service should be personalized to each customer on every platform to deliver tailored product experiences.

+apparel
+chat a researcher
+coca-cola
+consumer goods
+Fashion
+financial services
+Google
+Luxury
+Market Research
+mobile
+personalization
+retail
+RFID
+technology

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.