52% of retailers don't know their most valuable customers

In a recent study about engaging customers and enhancing customer relationships with clienteling, 52 percent of retailers admitted that they still struggle to identify and engage with their most valuable customers.

According to the survey of 200 retailers by Retail TouchPoints for Yes Lifecycle Marketing, 42 percent of store associates know very little, if anything, about their most profitable customers. And about one-quarter of respondents admitted that employees only have only have high-level information on customers such as name, address and past purchases.

A sales associate's relationship and knowledge can be key drivers in a sale, yet many do not have the proper information to be of assistance. According to a recent survey by Zebra Technologies, 34 percent of shoppers believe they are better connected to real-time information than sales associates. In addition, 64 percent of shoppers would be willing to purchase more items if they received better customer service.

Other findings highlight that retailers are not effectively implementing clienteling strategies. For example, only 13 percent of store associates currently have access to customer data to ensure a good in-store experience for customers, and 36 percent use past purchase history to personalize customer interactions.

It does seem that many retailers are taking advantage of digital channels, as 43 percent use social media for customer service and 35 percent send personalized messages and recommendations across all channels.

"In an increasingly mobile world, it is in a retailer's best interest to focus on the omnichannel experience," said Mike Iaccarino, CEO and chairman of Infogroup. "Retailers need to propel their clienteling efforts by employing integrated marketing technologies in order to derive actionable insights from all their customer data points."

For more:
-See this Yes Lifecycle Marketing press release

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