Personalisation: Myth and Reality

Personalisation: Myth and Reality

Source: RetailinAsia In today’s challenging and dynamic retail environment where the customer expectation is evolving and consumers able to shop anywhere and anytime, personalisation is a must have retail tactic to differentiate a retail brand from a competitor. However, the fact is majority of Asia Pacific retailers just can’t seem to deliver personalisation due to lack of technology and required skills. Although retailers collect and store consumer’s shopping behavior based on their purchases history and frequency but they struggle to identify and engage their best customers and increase their lifetime value through personalization. Personalisation and customization have been used interchangeably and many retailers and brands confuse the two. Personalisation is about collecting unspoken and definitive customer information through different touch points such as the web, social media, mobile and in store, analyzing the information and create a content delivery framework that able to manipulates the information and present a rich and contextualized information to the customer at the right time through the...
Read More