Study: Retailers have trouble identifying, engaging good customers

CHICAGO — More than half of retailers struggle to perform a crucial marketing task. According to a new study of nearly 200 retailers from Yes Lifecycle Marketing and Retail TouchPoints, 52% of retailers have difficulty identifying and engaging their best customers.



The study, “Engaging Customers Across The Lifecycle Journey: How Clienteling Helps Enhance Customer Relationships,” also found 42% of retail store associates know very little, if anything, about their most profitable customers in order to engage with them effectively. Another quarter of respondents admit that employees only have high-level information on customers, such as name, address and past purchases.



These additional findings highlight the need for most retailers to further implement clienteling strategies:

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  13% of store associates currently have access to customer data to ensure a successful in-store customer experience.


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  43% of retailers leverage social media for customer service.


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  36% of employees use past purchase history to personalize their interactions with customers.


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  35% of retailers send personalized messages and recommendations across channels.