Personalization has inherently been associated with digital commerce where technology and data often go hand-in-hand. But owing to the proliferation of new-age tech inside brick-and-mortar stores, the trend is now seeping into retail.
In the past, in-store personalization was mainly attributed to a sales assistant interacting with customers and asking them relevant questions to map their shopping behaviors and needs. Modern-day technologies have been able to capture and scale this behavior towards better avenues of segmentation, customization, and contextualization. Armed with a plethora of solutions, retailers are now able to combine historical cross-platform knowledge of every visitor with a real-time context. A study from Accenture reiterates the importance of such a strategy. According to it, 75% of the customers are more likely to buy from a retailer that leverages personalization elements such as their name, personal recommendations, and preferences.