Personalization Is A Priority For Retailers, But Can Online Vendors Deliver?

Call it the Nordstrom versus Amazon problem. Stores like Nordstrom excel at “white-glove service.” Its staff may recognize your face and even greet you by name as they direct you throughout the store. However, they probably don’t know what you bought last month or what’s still sitting in your online shopping cart. Sites like Amazon, on the other hand, know an enormous amount about your shopping habits, but it’s hard to get the human touch from an algorithm. The best you can hope for are recommendations for new products based on those you’ve already purchased. Merging the two to create a truly personal experience both online and off is the ultimate goal for big retailer brands. That’s why personalization is a top priority for organizations in 2018, says Brendan Witcher, principal analyst for ebusiness and channel strategy at Forrester Research. “Over 70 percent of retailers are trying to personalize the store experience,” he says. “That’s never been higher. The reason is because so many customers respond to it. We see nearly three out of four consumers responding to personalized offers, recommendations or experiences.” If retailers can provide more relevant experiences, Witcher says, they can both enhance their relationship with customers and boost sales. But for many brands, the personalization journey is only just beginning. Read more at Adweek.