What: Study reveals gap between shopper preferences for personalisation and retailers' implementation in customer journeys.

Why it is important: This gap underscores the urgent need for retailers to invest in technologies and strategies that enable seamless, personalized experiences across all channels to meet evolving consumer demands.

Nearly 7 in 10 shoppers prefer retailers that offer personalized experiences across all channels, including both digital and physical touch points, according to a study by Incisiv and Talkdesk. However, only a third of retailers are personalising just one-third of their customer journeys, highlighting a significant disparity between consumer expectations and retail implementation.The study, based on a survey of 5,000 consumers and customer experience audits of 131 U.S. retailers, found that most shoppers are willing to spend more when their experience is tailored to their preferences. Luxury retailers are leading in personalisation capabilities, with over 90% offering one-on-one appointments with experts for assisted shopping, compared to the retail industry average of 30%.The importance of personalisation extends beyond product recommendations. In-store associates play a crucial role, needing mobile devices to assist customers efficiently. Over three-quarters of retail leaders say personalised customer service significantly boosts customer retention rates. Two-thirds of shoppers report that personalised interactions, such as chatbots recognising their name and purchase history, make them more likely to shop again with a retailer.

IADS notes:

The current study's findings align with broader industry trends towards personalisation and seamless omnichannel experiences. Retailers are increasingly focusing on integrating digital and physical shopping experiences to meet evolving consumer expectations . This shift extends beyond online platforms to in-store interactions, emphasising the importance of personalisation across all touchpoints . To achieve this, many retailers are investing in advanced technologies such as AI and AR to enhance customer experiences and drive loyalty . These trends underscore the growing importance of personalised, technology-driven retail strategies in meeting modern consumer demands.

Shoppers want personalisation online, in-store and on customer service calls