Executive Briefings

Methods to Enhance Customer Experience Is Continuing Focus of Retailers, Survey Finds

As 2015 approached, rather than speculate what top retailers will focus on, Boston Retail Partners asked them about their priorities in a series of surveys over the past year. The overall theme concentrates on enhancing the customer experience by expanding store technology, improving assortments and offering unified commerce experience.

Nearly all (95 percent) of the respondents in BRP's 2014 CRM/Unified Commerce Benchmark Survey indicated customer experience/customer engagement was one of their top three current initiatives. Additional top initiatives focusing on the customer experience included guided selling/clienteling, social selling and location-based mobile marketing.

An interesting initiative, still in the early stages, is the ability to identify customers when they walk in the store via their smartphones. This capability is a fundamental requirement for location-based marketing and personalizing the customer experience. Only 3 percent of respondents currently offer this ability, but 72 percent plan to implement it within five years.

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Nearly all (95 percent) of the respondents in BRP's 2014 CRM/Unified Commerce Benchmark Survey indicated customer experience/customer engagement was one of their top three current initiatives. Additional top initiatives focusing on the customer experience included guided selling/clienteling, social selling and location-based mobile marketing.

An interesting initiative, still in the early stages, is the ability to identify customers when they walk in the store via their smartphones. This capability is a fundamental requirement for location-based marketing and personalizing the customer experience. Only 3 percent of respondents currently offer this ability, but 72 percent plan to implement it within five years.

Read Full Article