RETAIL MARKET RESEARCH 2020 CUSTOMER ENGAGEMENT SURVEY
enVista: 2020 Customer Engagement SurveyRETAIL MARKET RESE ARCH2020 CUSTOMERENGAGEMENT SURVEY
EXECUTIVESUMMARYRetailers today have one objective – to driveprofitability and competitive advantage. Tothis end, the most successful retailers candeliver a single, stellar brand experience,regardless of channel or location, to fostercustomer loyalty and brand ambassadors.Fundamentally, retail has always been basedon some version of a one to one relationshipwith the consumer. With the advent of digitalcapabilities, that relationship now involvesmany more layers. Customers have the ability tocustomize their experience, and retail associatesare similarly empowered to offer levels ofpersonalized service based on each customer’spreferences. Adopting the right technology,especially around mobile capabilities to supportcustomer engagement, is imperative for retailersto successfully deliver the personalizationcustomers expect.Ever increasing customer expectations to buy,receive and return anywhere, any way and anytime, coupled with retail transparency andconsumers’ access to information and influence,have put the customer experience center stagefor most retailers. There is no longer “onlineonly” or “in-store only.” The convergence ofthe digital and physical shopping environmentrequires2 a new customer engagement model.TOP CUSTOMER ENGAGEMENT PRIORITIES FOR 202050%39%21%18%13%9%Customer-facing technology in the store37%Enhancing the cross-channel shopping experience37%Empowering associates with mobile tools34%29%Improving the quality of customer serviceCustomer identification/personalization of experienceReal-time retailTraining associates to enhance customer serviceReal-time monitoring and executionGuided selling/clientelingSelf-service optionsCreating today’s shopping experience alsorelies on well-informed and available associates.Today’s information-savvy consumers are notsatisfied with just a ‘warm body’ or ‘one sizefits all’ experience – they expect retailers to puttime and effort into establishing and offeringa personalized experience, and that doesn’talways require human contact, as technologyhas given consumers the ability to use theirsmart phone for self-service personalization.Twenty years ago, the store and point of salewere very different entities. The shoppingjourney revolved around the convenience ofstandalone stores, while malls were placesto congregate and spend the day shoppingyour favorite brands. Point of sale (POS) wasjust one step up from a cash register withvery little processing capabilities. It was in thisenvironment that the POS Survey was createdto gather retail benchmarks on store technologyand customer service. Over the past twentyyears, the POS Survey expanded its focus toencompass all customer engagement touchpoints and evolved into the POS/CustomerEngagement Survey. Now, as we begin the thirddecade of the twenty-first century, the surveyhas transformed into the Customer EngagementSurvey as customer engagement is now thefocus of the shopping journey.enVista is building on the history of twenty yearsof research into retailer priorities and initiatives,including an understanding of current andfuture customer behavior, in order to highlightthe contrast between retailer capabilities andconsumer expectations. The survey offers acomprehensive analysis of today’s customerjourney, where retailers are currently focused,and where they should prioritize their effortsand investments. This survey is unparalleled inthe industry and provides a valuable tool forretail leaders improving customer engagementtoday and the future. Happy reading!
2020 Customer Engagement SurveyTABLE OF CONTENTSEXECUTIVE SUMMARY. 2TABLE OF CONTENTS. 3KEY FINDINGS. 4EVOLVING CUSTOMER ENGAGEMENT. 5PERSONALIZATION. 6Customer Expectations. 7Identifying Customers. 8Customer Loyalty. 8Clienteling. 9Retailer Opportunities. 11MOBILIZATION.Customer Expectations.Customer Communication.Associate-Facing Mobile Services.Customer-Facing Mobile Services.Retailer Opportunities.121314141517SYNCHRONIZATION.Customer Expectations.A Single Commerce Platform.Cloud-Based Solutions.Real-Time Retail.Retailer Opportunities.181919202121FUTURIZATION OF THE STORE.Customer Expectations.Changing Store Formats.New Selling Options.Customer Service Capabilities.Disruptive Technologies.Retail Opportunities.22232324252626SURVEY METHODOLOGY. 273
CUSTOMER ENGAGEMENTKEY FINDINGSCustomer ExpectationPERSONALIZ ATION72%72% indicate that personalized service froma sales associate is an important factor indetermining at which store to shopRetailer CapabilityCustomer ExpectationSYNCHRONIZ ATION34%Customer ExpectationMOBILIZATIONRetailer Capability51%51% successfully offer mobilecoupons/promotions to their customers421%21% have successfully implemented asingle commerce platform to enableunified commerce66%66% are likely to choose a retailer if itoffers mobile coupons/promotions65% indicate that the ability to buyanywhere, ship anywhere is an importantfactor in choosing where to shopRetailer Capability34% indicate that customer identification/personalization of customer experience isa top priority for 202065%Customer ExpectationFUTURIZ ATIONOF THE STORE54%54% are likely to choose a retaileroffering a self-checkout kioskRetailer Capability21%21% successfully offer self-checkoutkiosks
2020 Customer Engagement SurveyEVOLVING CUSTOMER ENGAGEMENTA nimble and agile customer engagementmodel is essential to meet evolving customerexpectations across all channels.The need to provide a seamless customerexperience across channels is real, as consumersexpect a personalized, secure, channel-agnosticexperience. Retailers that strive to successfullymeet these rapidly evolving customerexpectations must take a holistic approach todefining their customer’s journey.While online and mobile capabilities continue toincrease and sometimes it seems that Amazonwill rule the world, in truth, brick-and-mortarstores are still very much integral to retailsuccess; they just need to transform. The futureof retail is the convergence of the digital andphysical shopping environments to engagethe customer and offer the expected customerexperience.Stores are prime opportunities for customerengagement as a competitive advantage,especially as the distinctions between retailers,brands and wholesalers/distributors continue toblur. Stores are evolving as we see showroomsand fulfillment centers as emerging storemodels and pop-ups and kiosks offeringtemporary storefronts. Today’s retail model alsoleverages theater with technologies such asaugmented reality (AR) and virtual reality(VR) as opportunities to engage customers.However, the retail store is no longer the onlystage where the theater of retail can take place;new technology is empowering customers sothey can dictate their own personal stage andexperience.inventory, order, item and payment across everycustomer touch point. One version of customerdata across the retail enterprise is imperativeto truly unify commerce and the customerexperience. Agile solutions are paramount asretailers look to improve customer experiencestoday and into the future.These evolving customer expectationsfundamentally redefine how retailers mustoperate, requiring physical and digital workingseamlessly across all customer touch points todeliver a consistent, stellar brand experience.With this in mind, enVista unveils the 2020Customer Engagement Survey, comparingcurrent and future customer expectations withretailer capabilities, in order to help retailersadvance more rapidly down the path toproviding customers a true unified commerceexperience.However, in many cases, retail organizationsdo not have the right organizational structures,processes, technology and infrastructure inplace to meet customer expectations. To enablethe new customer experience and support itsrapid evolution requires a different technologyapproach. The key to scalability, rapid timeto value, profitability and long-term flexibility,is leveraging next generation solutions on anagile, cloud-based unified commerce platformand integration framework.Cloud-native unified commerce solutions, builtfrom the ground up a microservices architecture,on a multi-enterprise integration framework anda single data model, are imperative for enablingclienteling and a single view of the customer,The ideal customer engagement strategyis bolstered by customer-centric processes,organizational alignment, optimized and unifiedphysical and digital commerce, and innovativestore models and technology. Accordingly, thisreport focuses on foundational customer-centricstrategies that incorporate personalization,mobilization and synchronization across theretail enterprise.5
PERSONALIZATION6
2020 Customer Engagement SurveyPERSONALIZATIONCustomer identification is imperative toprovide relevant and personalizedpromotions, messages and services.Personalization has gone beyond simplemarketing to demographic groups or customersegments. It has become more than simplygreeting a customer by name as they walk in thestore or offering product recommendations onyour website. Personalization encapsulates allthe details that make your customer’s shoppingexperience uniquely individualized. It involvesunderstanding the customer’s past purchasesand current interests, but also encompasses theshopping experience itself and whether thatexperience meets the customer’s needs for apersonalized product or service.and brand loyalty so they continue to shop.Providing a more personalized experience andoffering value-added services can help retailerssucceed in today’s competitive environment.CUSTOMER EXPECTATIONSLoyal customers want to be recognized andoffered relevant product recommendationsand promotions.With the proliferation of mobile technologyenabling instant access to information andproducts, plus the ability to immediatelypurchase an item anytime and anywhere, theshopping process has changed. We havebecome constant consumers.They want to shop wherever and wheneverthey want with the benefits of both digital andphysical retail environments. As consumersbrowse and buy across channels, the experiencethey receive determines where they choose toshop. According to enVista’s Consumer Study,51% of the consumers surveyed indicated apersonalized and consistent experience acrosschannels is important or extremely important,and in the store, 72% of consumers saidpersonalized service from a sales associate is animportant factor in determining which store(s)they choose to shop.Consumers’ perpetual ability to browse, beinfluenced, be an influencer, shop and easilyresearch options like best price and productavailability, makes it imperative for retailersto further differentiate themselves to enticecustomers to shop, and to foster engagementAs consumers “check-in” on retailers’e-commerce and mobile sites, they typicallyreceive automatic, personalized offers andrecommendations based on their purchase andbrowsing history. However, most shoppers arestill anonymous prior to checkout in the store sothey do not receive the same level ofpersonalized service and recommendationsthat they receive online. This is an area ofopportunity for retailers as more than 70% ofconsumers would be more likely to shop at astore that offers personalized rewards based oncustomer loyalty and personalized promotionsand discounts.72%of consumers indicate personalizedservice from a sales associate is animportant factor in determining wherethey choose to shopConsumers understand that receivingpersonalized and relevant promotions requiresretailers to obtain identifying information aboutthem. While this has been the standard onlineor via mobile, identifying the customer in thestore is more difficult. Most retailers who identifycustomers in the store use the customer’sphone as the identification tool paired with acombination of beacons, WiFi, MAC address,etc. According to enVista’s Consumer Study,56% of consumers are comfortable with retailersidentifying them via their mobile phone whenthey enter a store, as long as it means they areoffered a personalized experience.7
2020 Customer Engagement SurveyIDENTIFYING CUSTOMERSRetailers that identify customers whenthey enter the store and furnish associateswith proper mobile tools can effectivelypersonalize the shopping experience.Each step along the customer journey offersretailers opportunities to engage with thecustomer and strengthen relationships todrive sales and customer loyalty. This requiresretailers to be able to identify their customersthroughout all parts of their shopping journey.Retailers are making progress in identifying theirin-store customers before the checkout processbegins (Exhibit 1). Without early identification ofthe customer, retailers miss critical engagementand clienteling opportunities to deliver apersonalized experience and increase sales.Online, technology makes it a little easier toidentify customers with many more retailerscurrently able to identify customers early inAn interesting call-out is that there does notseem to be one technology choice that isleading the group – retailers are embracing athe process, often when they enter the site(Exhibit 2).number of different technologies to cast a widenet to identify and track as many customersas possible. Introducing the right value-addeddigital capabilities via mobile to customers asthey enter the store, even augmented reality(AR) capabilities, is a probable next step formost retailers toward achieving higher customeridentification rates.To identify customers in the store, mostretailers utilize technology methods in tandemwith the customer’s mobile phone. The mostprevalent and successfully implementedtechnologies that retailers are using toidentify customers are the retailer’s mobilewebsite (81%), mobile app (81%) and mobilewallet (73%), however, many retailers usingthese technologies indicate that they needimprovement (Exhibit 3). Social media listeningas a customer identification tool has increasedin the past couple years to 66%, althoughmuch improvement is needed for this to bea successful option.EXHIBIT 1: In-store Customer Identification18%As they approachthe store42%When theyenter the store13% Within thestore, beforecheckout27%At checkoutEXHIBIT 2: Online Customer Identification35%When they enterthe site851%After they enter theiraccount information8%At checkout6%AftercheckoutCUSTOMER LOYALTYCustomers want to feel they are receivingsomething valuable in exchange for theirbrand loyalty.Surpassing customer expectations wheneverand wherever possible is crucial for cultivatingcustomer loyalty. Loyal customers want apersonalized experience where they feelrecognized and rewarded for their allegiance.Of course, the optimal way to achieve this is toidentify the customer as soon as possible andcommunicate their information to an associateso they can facilitate information gathering,provide personalized recommendations andcreate an excellent customer experience.Most retailers offer incentives to draw customersinto the store and build customer loyalty. Manyretailers (76%) find that offering incentives inthe form of loyalty points or dollars is the mosteffective way to draw in customers.
2020 Customer Engagement SurveyEXHIBIT 3: Customer Identification via MobileImplemented and working wellImplemented but needs improvementImplement within 12 months55%Mobile Website42%Bluetooth29%Social Media ListeningConsumers agree that loyalty programs are astrong draw with 40% indicating that loyaltypoints/dollars are a valuable enough enticementto allow retailers to identify them when theywalk in the store and 46% of consumers findingmobile loyalty programs to be a reason tochoose one retailer over another. The challengefor retailers is to engage the customer andprovide a satisfactory shopping experience tocontinue to build customer loyalty. provide asatisfactory shopping experience to continue tobuild customer loyalty.32%47%Mobile WalletBeacons26% 5% 3%49%Mobile App21%26%CLIENTELINGEstablishing long-term customer relationshipsrequires store associates to have access tocustomer information and the right enablingtechnology to personalize the shoppingexperience.Once customers have been identified,retailers can use guided selling to enhancethe shopping experience based on customercontext. Clienteling empowers retail associatesto leverage customer data (purchase history,personal information, preferences, etc.)to deliver guided selling through highlypersonalized customer engagement, provide11%26%37%21%Implement in 1-3 years8% 3%8%16%13% 5%29%8%exceptional in-store shopping and customercare experiences, and timely follow-upcommunication with customers. To be effective,guided selling and other customer engagementtactics need real-time data, context andanalytics.Customer context includes customer insightsand current environmental conditions to makethe shopping experience relevant. It enablesretailers to personalize the shopping experiencebased on preferences, purchase history, orderinformation, their closet, their most recentonline browsing history, time of day, weather,and their physical location – all basedon real-time information.9
2020 Customer Engagement SurveyHowever, while retailers realize the need toequip their associates with better training andinformation, they are still often playing a gameThis suggests that retailers miss opportunities toincrease sales because associates can’t a
have put the customer experience center stage for most retailers. There is no longer “online only” or “in-store only.” The convergence of the digital and physical shopping environment requires a new customer engagement model. EXECUTIVE SUMMARY TOP CUSTOMER ENGAGEMENT PRIORITIES FOR 2020 Improving the quality of customer service
Core-Retail Sales: n/a Number of Stores: 182 Jobs in Retail: 3,345 YUKON Total Retail Sales: 799.8 million Core-Retail Sales: 508.8 million Number of Stores: 186 Jobs in Retail: 3,630 BRITISH COLUMBIA Total Retail Sales: 84.3 billion Core-Retail Sales: 54.0 billion Number of Stores: 20,398
Core-Retail Sales: n/a Number of Stores: 182 Jobs in Retail: 3,345 YUKON Total Retail Sales: 799.8 million Core-Retail Sales: 508.8 million Number of Stores: 186 Jobs in Retail: 3,630 BRITISH COLUMBIA Total Retail Sales: 84.3 billion Core-Retail Sales: 54.0 billion Number of Stores: 20,398
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RETAIL CHAIN BUSINESS PLAN II. Company Description Starting a new retail business in the United States of America is a good idea. The retail industry is growing in different parts of the world. Both Brick & Mortar and online retail businesses are successful in this region. The name of the new retail chain is Fine Retail Corporation.
Customer satisfaction has identified as an important influencer on customer loyalty. Further, customer trust impacted by customer satisfaction which proved that customer satisfaction is an antecedent of customer trust. Moreover, an indirect relationship between customer satisfaction and loyalty through customer trust was observed.
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retail and e-commerce Source: investindia.gov.in, IBEF 2017 2021F 75% 88% Unorganised retail 18% 9% Organised retail 7% 3% E-commerce Retail Industry 14. Pre-COVID-19 era The retail industry was estimated to grow from USD 0.79 Tn in 2017 to USD 1.2 Tn by 2021. The market size of organised
