Got Gamification?

With customer engagement a top priority, a majority of retailers plan to introduce gamification by 2020.

May 14, 2015

BOSTON – Citing customer engagement and management of the customer experience as top priorities for retailers, Boston Retail Partners’ recently released 2015 Customer Relationship Management (CRM)/Unified Commerce Survey indicates that 87% of retailers plan to use gamification to engage the customer within five years.

The survey findings indicated that retailers are focused on several key aspects of CRM that will enhance the customer’s shopping experience across channels and increase sales, including:

  • Identify the Customer – 883% (no, that’s not a typo!) more retailers plan to identify customers when they walk in the store within five years.
  • Engage the Customer – 74% of retailers indicate that customer experience/engagement is one of their top three CRM priorities.
  • Analyze the Customer – 100% of retailers surveyed plan to utilize analytics/dashboards to understand customer purchases and shopping behaviors within two years.
  • Retain the Customer – 46% of retailers indicate that a structured loyalty program is one of their top three CRM priorities.

“The key to influencing a customer’s purchase and offering a personalized experience is to identify the customer early, as soon as they enter the store,” said Ken Morris, principal, Boston Retail Partners. “However, in many cases, customer identification is happening at the point of checkout, which is too late to influence a current purchase decision. Fortunately, our survey indicates that within five years, more than 50% of retailers plan to identify customers when they walk in the store.”

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