Research highlights challenge points when it comes to customer experience
While 76 percent of retail decision makers believe they have enough actionable data, more than half (55 percent) are still relying on written, non-automated records for measuring customer experience.
And while most retailers are engaging with customers in person, just 32 percent tap into Wi-Fi communication and 53 percent are waiting for customers to walk in to or check out of the store before engaging with them.
Those are just a few new statistics via research initiated by Darius For Retail and conducted with Sapio Research on how U.S.-based retail decision makers approach customer engagement, data and crafting a winning retail customer experience.
The research also revealed 11 percent of retailers are not using any technology to gather customer data.
"It is critical for the industry to understand what being 'retail ready' is. Put simply, which I think retailers want to hear, it starts with having the right customer data to build a strategy from, and goes far beyond the tactics of holiday season or sales-based marketing and store design," said Enda McShane, CEO of Darius Technologies and Velocity Worldwide, in a press release.
"Retailers must stop talking about customer engagement and start acting on it; by integrating data collection through technology, retailers can change the shopper experience and focus on creating personalized experiences that protect and crucially project their brand by engaging shoppers at all points of their pre-store, in-store and post-store journeys."