Technology

Loyalty, personalization top retailer focus points

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March 29, 2022

Retailers are focusing on building value with customers via loyalty programs and more personal customer experiences, with 52% planning to either launch a loyalty program this year or expand on a program already in place.

That's a top finding from a survey conducted by CommerceNext in partnership with CommX.

In addition, retailers are generally optimistic about digital sales going forward, according to a press release on the data findings.

The survey polled 118 digital marketing and e-commerce executives.

What's not top of mind for retailers are technologies including crypto payments, and AR/VR also is viewed as a much lower priority.

"Brands looking to endear their customers to them are prioritizing loyalty, experience and personalization and we'll see retailers focusing their money and marketing efforts on either launching or expanding loyalty programs in 2022 in order to build better, more enduring brands," Scott Silverman, co-founder of CommerceNext, said in the release.

In terms of opportunities for 2022, retailers see the on-site consumer experience as a high-impact priority and are ramping up personalization efforts and upgrading site search and product discovery tools.