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1、 PERSONALIZATION IN THE RETAIL INDUSTRY A closer look at the value,expectatjons,and necessity of onetoone marketjng PERSONALIZATION IN THE RETAIL INDUSTRY/2 RRD/MARKETINGSOLUTIONS IN THIS PAPER 2 Introductjon 5 7 Reasons Why Personalizatjon Has Failed Retailers in the Past 6 Becoming Relevant 7 Stra

2、tegy 12 Engage Your Customers with Relevant Messaging INTRODUCTION Remember the fjrst tjme you became a regular?Its a rewarding customer experience.The barista remembered your name and drink;the clothing boutjque owner,your size and favorite designer;the fmorist,your wedding anniversary and the perf

3、ect fmowers for it.Whatever the scenario,when a business knows more than a customers fjrst nameand shows itgood things happen.In a consumerrelated survey by Accenture,60%of consumers prefer doing business with brands that use their personal informatjon to provide realtjme promotjons and ofgers.2 And

4、 57%of them are interested in sharing more if companies would send them more relevant communicatjons.3 Your retail customers are tjred of being treated like a number.Plain and simple.They want to be recognized as an individual,which means they expect you to:1.Know them.2.Remember and acknowledge the

5、m.3.Understand their current needs.4.Antjcipate their future needs.Personalizatjon is your vehicle to deliver on these expectatjons.PERSONALIZATION IN THE RETAIL INDUSTRY/3 RRD/MARKETINGSOLUTIONS72%52%72%66%52%66%RETAIL CUSTOMERS ARE TIRED OF BEING TREATED LIKE A NUMBER 66%52%72%66%of consumers say

6、theyre extremely or somewhat likely to switch brands if they feel theyre treated like a number rather than an individual.4 52%of consumers say theyre likely to switch brands if a company doesnt make an efgort to personalize communicatjons to them.4 72%of consumers agree they expect companies to unde