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Study: Retailers eye gamification to engage customers

BY Dan Berthiaume

Boston – With engaging the customer and managing the customer experience as top priorities for retailers, Boston Retail Partners’ 2015 CRM/Unified Commerce Survey indicates that 87% of retailers plan to use gamification to engage the customer within five years.

In addition, 883% more retailers plan to identify customers when they walk in the store within five years, and 100% of surveyed retailers plan to utilize analytics/dashboard to understand shopping behaviors within two years. Also, 46% of retailers indicate that a structured loyalty program is a top CRM priority

“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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