Even if many businesses haven’t implemented mass personalization yet, it won’t be long until they do. Thanks to advancements in technology, data, and analytical methods, marketers will soon be able to create far more “human” experiences across times, channels, and purchasing phases. Customers’ journeys will be supported well beyond a brand’s front door as physical places are reimagined.

Even though these are exciting possibilities, most marketers are ill-prepared to seize them. Few CMOs think that personalization at their firm is on the right road. However, the stakes are pretty high if you fail to do so. As a result of deploying product suggestions and prompted communications inside single channels, today’s personalization leaders have found methods to achieve revenue gains of 5 to 15% and efficiency increases of 10 to 30%. As a result, to position organizations for success, they must first comprehend and prepare for the three major shifts in personalization that are coming their way.

Using biometrics 

A surveillance footage camera at the entryway to the store, integrated with facial recognition technology, recognizes each visitor, representing approximately 100% of the offline audience outreach of the business. When a customer logs in, the system automatically determines their gender and age and keeps track of how often they return.

Because of this, the retailer has access to detailed demographic information about the target market, including information on gender and age. Using data on unique visitors and the number of times they return, you can see how long a client has been devoted to your brand, as well as why and when they left.

You can also use biometric data to assess a particular advertising campaign’s performance, such as whether it brought in new consumers or how it changed the demographics of the target population.

Personalization to increase sales

When it comes to client loyalty, the one who can provide the highest level of service to the customer will win the war. Online retailers have always prioritized a customer-specific strategy. For businesses, tracking visited websites, email follow-up when the shopping cart is abandoned, and individual discounts and promo coupons are helpful. Sales consultants still have a lot of power in traditional brick-and-mortar retail. However, an employee may only utilize an individualized approach if they are familiar with the client. Is it possible for the vendor to recall each one of their clients? Are they able to foresee what the customer will find interesting? It’s not always the case. Biometric technology can fill this need and raise the bar for the seller-customer relationship. As a result, boosting sales and receipts becomes a top priority. Once you know your audience, you can do the following:

Personalized advertising

Retailers or sales offices with digital advertising or information surfaces need to use this biometric technology advantage. The basis of performance is the same: the face recognition gadget transmits data to the CRM system after recognizing the customer who approached a digital signage. It instructs the customer to see ad material tailored to their own interests, gender and age. Sports shoe fans will discover a new brand of sneakers, while handbag enthusiasts will not be exposed to a film promoting a new men’s grooming equipment due to this decision. Using biometrics to target adverts makes them more relevant to their intended audience and enhances the advertising’s conversion rate.

Modern loyalty system

With biometric authentication, you can speed up the business function, and frequent clients can more easily gain rights. The consumer no longer has to look for the card, provide the merchant with their phone information or await a validation SMS message. When the client arrives at the checkout, the system automatically detects them and tells them of any discounts or points that have been collected. Once the customer gets this information, they can decide to make a purchase they had not thought of. It boosts offline sales, which should be the goal of every store. 

Both high-end and mid-priced retailers can benefit from facial recognition technology. While the benefits of biometrics are straightforward, several offline shops continue to question if biometric goods are necessary for their business. Most people perceive that technology integration is complex. On the other hand, modern biometric solutions do not necessitate the replacement of current shop cameras or the abandonment of conventional CRM systems.

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