From PSFK's Shopper Data Debrief report, here's how three innovative retailers are retaining valuable shopper data by bridging the digital-physical divide, synching shoppers' phones with the store experience

Today’s mobile-empowered consumers are already using retailers’ apps for in-store assistance, such as locating an item or unlocking a coupon. Retailers are building upon this existing behavior, allowing shoppers to ‘check in’ upon entering a store in order to unlock a more personalized and responsive in-store experience, while providing the retailer with a means to create a comprehensive CRM system that syncs real world behavioral data with shoppers’ online profiles.

From unlocking rewards to personalized recommendations, here’s how three retailers are using logged-in recognition within their physical stores to gain access to consumer data, enhancing the shopper experience along the way:

MAC Cosmetics Experience Center
Beauty retailer MAC Cosmetics opened the Experience Center, an interactive concept store aimed at Gen Z that strives to bridge the gap between digital and physical, in Shanghai. Upon entering the store, shoppers are invited to scan their phones to check into MAC’s WeChat mini-program (a lightweight app that runs inside the main WeChat application), which then displays a personalized greeting. The WeChat mini-program serves as the access point for a variety of enhanced functions during the store experience, such as instant checkout and even ordering fresh food to be eaten while shopping. The store was designed by Wunderman Shanghai based on Gen-Z purchasing and behavioral data, such as exit interviews and focus groups.

Nike House of Innovation 000
The New York flagship store from the athletic wear and footwear brand Nike offers a personalized and responsive experience fueled by its Nike+ membership app. The app uses geofencing technology to automatically detect when customers enter a store and updates their app with essential features to use in store, such as Instant Checkout, which lets shoppers check out via their phones anywhere in the store; Shop the Look, which lets shoppers scan mannequins to see details of the outfits they’re wearing; and Scan to Try, which lets shoppers order items via the app for in-store pickup in a designated area. The result is a shopping ecosystem that empowers shoppers to take control, with minimal yet more efficient assistance from store associates.

Kroger x Microsoft
Supermarket chain Kroger partnered with technology company Microsoft to create responsive grocery store shelves that help shoppers find items on their lists and get their shopping done earlier. Shoppers can create a shopping list on Kroger’s Scan, Bag, Go app. The store’s digitized shelves then recognize shoppers through the app to flash a personalized digital icon when the shopper approaches one of the items on their shopping list to help direct them to the item.

64% of shoppers polled said they’re comfortable with retailers identifying them via their mobile phone when they enter a store, as long as it means they are offered a personalized experience. For a deep dive into the many ways in which retailers are leveraging new tools to capture shopper data in the physical store, download PSFK’s Shopper Data Debrief, out now.

The Shopper Data Debrief by business intelligence service PSFK outlines how retailers can leverage new tools to capture shopper data in the physical store, creating a mutually beneficial value exchange that allows them to refine operations and offer a more personalized in-store experience. This report is part of a series of reports focusing on retail innovation and customer experience to inspire the members of our business intelligence services.


Lead image: stock photos from gpointstudio/Shutterstock

Today’s mobile-empowered consumers are already using retailers’ apps for in-store assistance, such as locating an item or unlocking a coupon. Retailers are building upon this existing behavior, allowing shoppers to ‘check in’ upon entering a store in order to unlock a more personalized and responsive in-store experience, while providing the retailer with a means to create a comprehensive CRM system that syncs real world behavioral data with shoppers’ online profiles.

From unlocking rewards to personalized recommendations, here’s how three retailers are using logged-in recognition within their physical stores to gain access to consumer data, enhancing the shopper experience along the way: