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One-Size-Fits-All Caters to None at Retail

Memorable shopping experiences go a long way when it comes to buying apparel.

A study out by omnichannel retail solutions firm Kibo Commerce demonstrated how the need for personalization is only increasing for consumers.

Today, as consumers pursue both in-store and e-commerce destinations, many are looking for personalized promotions, seamless omnichannel services, affordable pricing and retailer engagement on social media platforms. If consumers are not at the core of a retailers’ market presence, they are less likely to buy products and pursue a relationship with the brand or retailer in the future.

“In order to satisfy consumers with high expectations of a cohesive experience no matter the touchpoint, merchants need to do a holistic evaluation of their commerce programs,” Kibo CMO Tushar Patel said. “Knowing where to focus efforts will allow them to make changes that provide the biggest impact to customer satisfaction, loyalty and ultimately the bottom line.”

With the development of new personalization technologies, merchants today are able to deliver one-on-one experiences for consumers’ buying journey. New personalization software enables retailers to provide tailored product recommendations and promotions for each consumer and not just a broader group, which is helpful as 92 percent of consumers said personalized shopping cart recommendations influenced them to buy an item. Eighty-five percent of consumers also indicated they are more likely to purchase items when retailers offer customized home page promotions. With a combination of personalized shopping cart recommendations, customized home page promotions and exclusive loyalty discounts, retailers can tap into each consumers’ style needs.

Consumers’ omnichannel engagement has also taken a more individualized approach.

When consumers shop between brick-and-mortar and e-tailers, they expect retailers to cater to their lifestyles instantly and provide convenient options for shopping and buying. Over the past six months, 78 percent of consumers said they have bought online and picked up products in-store. In the study, 94 percent of consumers said they conduct research online before going to stores, which was up from 86 percent in 2015. A total 80 percent of consumers are less likely to visit a store if the website does not provide updated product availability, compared to 56 percent of consumers in 2015. With this in mind, retailers could digitize their store operations to ensure inventory is stocked and consumers are accounted for at their stores and on their websites.

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Consumers’ purchase decisions don’t terminate at the product. Retailers’ social media presence is key as well for personalized shopping experiences. Ninety-two percent of consumers are more likely buy products if retailers post interactive content on Facebook, Instagram and Twitter. More than 80 percent of consumers also preferred online product reviews and were more likely to buy a product if the retailer was transparent about design and fit details. If the consumer fits into the retailers’ branding, dialogue and product offering, they will not only enjoy their products, but the fact they were acknowledged in the retail sector.