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Retailers not too knowledgeable about top shoppers reveals new survey

Insightful and useful information on loyal consumers is lacking, reports new study.

September 21, 2015

More than a few retailers aren’t doing a great job of identifying and engagement with their most valuable customers and that’s despite investment in collecting and analyzing consumer data regarding online and offline activity.

A new Lifecycle Marketing survey of 200 retailers on customer strategy reveals 42 percent of retail associates know little about the most important store customers — consumers who spend the most money and show the most loyalty — and 25 percent only have basic data on such shoppers, such as name, address and purchase history, according to an announcement.

"Clienteling leverages omnichannel customer data to create personalized customer experiences," Michael Fisher, president, Yes Lifecycle Marketing, stated in the release. "By utilizing clienteling best practices, retailers can drive more in-store traffic, engagement, sales and loyalty."

The survey also revealed the following data points:

• 13 percent of associates have access to customer data to ensure a successful in-store customer experience
• 36 percent of employees use past purchase history to personalize their interactions with customers
• 35 percent of retailers send personalized messages and recommendations across channels