Personalization of the in-store customer experience will be a key objective for retailers over the next two years, according to two recent Aberdeen Group reports. According to 100 senior retail executives surveyed from industries such as apparel, grocery and department stores, 76 percent of retailers do not possess the technology tools or the business processes for executing web, catalog or special orders from stores. This challenge is being fueled by rising consumer expectations of rich, multimedia in-store shopping experiences.
According to the Aberdeen reports, interactive solutions located throughout a store will play an increasingly important role in delivering a highly personalized sales strategy. The research advises retailers to make customer-centric store improvements that utilize digital signage, point-of-sale systems and kiosks to further in-store product information, promotions, sales and service personalization for customers. In fact, 40 percent of retailers reported plans to adopt digital signage to deliver the right message at the right time.
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