79% of Consumers Want a Personalized In-store Experience, According to New BRP Report

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53% of Retailers are Focused on Personalization as a Top Customer Engagement Priority

BRP Special Report - Personalization

According to BRP’s SPECIAL REPORT: Personalization, technology is bringing new life to brick-and-mortar stores as the physical and digital retail environments collide and customers expect a personalized experience in every channel. Retailers must infuse digital features into the store environment to exceed customer expectations, compete more effectively and offer a more complete and personalized shopping experience.

Today’s online shoppers are accustomed to features such as product reviews, expansive merchandise choices, one-click transaction processing and personalized recommendations. These expectations don’t dissipate when the customer walks into a physical store. In fact, customer expectations are likely magnified across all channels because most consumers shop more than one channel as part of their shopping journey and expect the same benefits across channels.

In the store, sales associates are an integral part of the necessary personalization, offering relevant recommendations and offerings. According to BRP’s Consumer Study, 79% of the customers indicated personalized service from a sales associate was an important factor in determining at which store they choose to shop.

“Effective customer engagement requires retailers to offer a personalized, relevant, compelling and consistent experience across channels,” said Ken Morris, principal at BRP. “In today’s crowded and highly competitive market, personalization is a critical component for optimizing the customer’s shopping experience. Customer identification is necessary to personalize the in-store shopping experience; however, 63% of retailers can’t identify their customers prior to checkout, which is too late to empower the associate to influence the current purchase decision.”

BRP’s SPECIAL REPORT: Personalization is based on findings from the BRP Consumer Study and the 20th Annual POS/Customer Engagement Survey and offers insights into customer expectations for a personalized shopping experience and how retailers’ current capabilities match up with these expectations.

The SPECIAL REPORT: Personalization key findings include:


  • Customer expectations: 64% are comfortable with retailers identifying them via their mobile phone when they enter a store, as long as it means they are offered a personalized experience
  • Retailer capabilities: 63% are unable to identify their customers prior to checkout and 20% can’t identify them until after checkout or not at all


  • Customer expectations: 79% indicate that personalized service is an important factor in determining at which store they choose to shop
  • Retailer capabilities: 53% indicate that personalization is one of their top customer engagement priorities for 2019


  • Customer expectations: 68% are likely to shop at a store offering personalized rewards based on customer loyalty
  • Retailer capabilities: 48% currently offer personalized rewards based on customer loyalty and another 30% plan to offer within two years

To download BRP’s SPECIAL REPORT: Personalization, visit:

The special report platinum sponsor is TSYS, the gold sponsors are Aptos, Diebold Nixdorf, ECRS and Fujitsu, and the silver sponsor is STORIS.

About BRP
BRP is an innovative retail management consulting firm dedicated to providing superior service and enduring value to our clients. BRP combines its consultants' deep retail business knowledge and cross-functional capabilities to deliver superior design and implementation of strategy, technology, and process solutions. The firm's unique combination of industry focus, knowledge-based approach, and rapid, end-to-end solution deployment helps clients to achieve their business potential. BRP’s consulting services include:

Strategy | Business Intelligence | Business Process Optimization | Point of Sale (POS)
Mobile POS | Payment Security | E-Commerce | Store Systems and Operations | CRM
Unified Commerce | Customer Experience | Order Management | Networks
Merchandise Management | Supply Chain | Private Equity

For more information on BRP, visit http://www.brpconsulting.com.

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David Naumann
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