Retailers are constantly looking for ways to better connect with their patrons, as this can help significantly boost sales and establish loyalty. One tool that merchants have at their disposal is the plethora of customer data garnered when purchases are made, websites are visited and feedback is provided. However, without the right solution in place, businesses could find that they are not effectively leveraging this information for their benefit.

PC World reported that although companies have a large amount of customer details in their possession, they aren't sure what exactly to do with it to improve their service strategies and better engage shoppers. The source cited research from Yesmail Interactive, which found that only 29 percent of businesses know what their customers' preferred products and services are. In addition, 27 percent know the household composition – such as gender, age and names – of their shoppers, the source noted.

And it's not for lack of information that respondents don't know these factors, the news source pointed out. It's because companies aren't sure what to with the data they have in their hands. Fortunately, solutions such as retail management software can collect, store and analyze information throughout the entire purchasing process, from browsing through products to the actual point of sale.

Every day, merchants collect, store and analyze a variety of data pertaining to their operations. This can be information about their financial processes, their marketing strategies or inventory procedures, to name a few. One type of data that is especially crucial for retailers are the details relating to their customers, such as name, address, past purchases and preferred communication channels. While businesses may gather this kind of information already, there's a strong chance that they are not fully leveraging it to enhance their customer management methods.

Patron information gives merchants the ability to get a better look at who is buying products, how they like to pay at point-of-sale and through which platforms they like to interact with companies. Having this knowledge and the ability to collect and analyze it is vital if retailers want to see their operations succeed.

It's all about personalization
There are many advantages of keeping track of customer data, but perhaps the biggest benefit is increasing retail sales through personalization. By collecting information, analyzing it to determine how to best reach consumers and then putting those plans into action, merchants can significantly boost their sales by making shoppers feel more valued through personalized content and interactions.

Internet Retailer reported that research from Infosys revealed that personalization is what customers want, and it is an important part of their decision to make future purchases from brands. More than three-quarters of respondents (78 percent) to the survey stated they would be willing to continue to buy merchandise from a business that provided them with offers relevant to their interests, needs and past purchases. Seventy-one percent said location-based discounts and deals would sway them to frequent a brand, the source noted.

What to avoid when going personal
As merchants begin to see the vital role that personalization strategies can play for their customer retention and loyalty methods, they will start to develop their own techniques for making more personal connections with shoppers. However, what patrons want from personalized interactions differs from company to company. The good news is that there are several things that retailers should avoid when making the move to personalization, as suggested by iMediaConnection.

The source advised that first, businesses should not use customer information without permission. Doing this could result in a lost patron or a damaged brand reputation. Next, the source recommended that frequently revisiting personalization strategies to make changes and improvements is needed. As consumer demands change, so too will their preferences toward interactions with retailers.

When consumer demands change, merchants make every move to meet the new wants and needs of their shoppers. Now, individuals are using mobile technology in their daily lives, and this has made it's way into the retail industry as patrons want mobile options when browsing for and purchasing products, whether in stores or online.

For retailers that have yet to implement mobile solutions into their operations to accommodate consumers, now is the time. Waiting to adopt the technology could result in lost business and lower sales, as shoppers turn to other companies that are offering the mobile features they are looking for. Besides boosting sales and revenues, Business 2 Community wrote that mobile technology provides other benefits for retailers, mainly in the form of increased customer loyalty.

Developing loyalty initiatives that can be used on mobile devices is an effective way to establish strong relationships with shoppers and offer them the products and services they want, the source asserted. In addition, giving patrons the ability to use their gadgets throughout the entire purchasing process, such as through mobile point of sale solutions, provides more convenience, which is another element that goes a long way at creating more loyal consumers.

Much like their marketing strategies, sales procedures and product development efforts, retailers put a lot of time into creating the ideal customer experience. This differs among businesses, as the varying merchandise and target audiences mean there are a wide range of consumer needs and wants. However, merchants know how important it is to offer the best possible service, as this is one of the key ingredients for boosting retention and loyalty.

On the other hand, many companies may not be aware of what exactly it can cost their operations when a shopper is dissatisfied with his or her experience. Not only does a business stand to lose that specific patron, but he or she could spread the word about the poor service and results they received. Having this knowledge is vital for developing and improving upon current customer experience management strategies.

Don't make service resolutions difficult
When customers seek out a solution to the issues they are experiencing, whether with an actual product or a related factor, retailers need to be available to offer answers and fix these problems as quickly as possible. WhaTech explained that consumers are looking for fast and convenient options for resolving their issues, and companies often fail to provide this. Making patrons jump through hoops to speak to a service representative or find the right answer only stands to increase their frustration, something that could certainly turn them off from a brand, the source asserted.

WhaTech cited a survey by call center technology firm which found that 82 percent of consumers were likely to stop doing business with a company if they had to put in too much effort to fix their issues. That is a significant number of patrons, and it only would take one bad experience for them to swear off a merchant forever.

Continuous service improvements are needed
To ensure that they continue to provide excellent customer service and experiences, retailers need to frequently revisit their strategies and make improvements right when they are needed. Collecting feedback from shoppers is one of the best ways to gauge how they feel about the service they are receiving. In addition, providing multiple communication channels gives businesses the ability accommodate customers through their preferred platforms. This can eliminate any extra unnecessary steps that could possibly lead to dissatisfaction. Also, having a strong retail management software solution in place gives companies the tools needed to oversee their customer service efforts.

These days, many retailers operate both brick-and-mortar locations and online platforms. This gives them the chance to boost their sales, capture new business and retain existing customers. While merchants have different strategies for managing each method, there are some elements that can be used for both stores and websites.

Internet Retailer reported that, according to research from Econsultancy.com and IBM Tealeaf, more retailers are using their online channels to boost foot traffic and sales within their brick-and-mortar locations. Listing contact information, hours of operation and location addresses may be the only thing that merchants think they can include on their sites, but that certainly isn't the case, the source asserted. Other strategies include using social media networks and website updates to broadcast information about products and services in stores, as well as sending discounts and other promotional materials through the Internet that can be redeemed in physical storefronts.

The research pointed out that more needs to be done on the part of retailers to integrate the in-store and online experience. This can include allowing shoppers to purchase their products on the web then pick up the merchandise in stores. Another method that merchants can follow is to adopt mobile point of sale solutions, giving them the ability to collect data about device-carrying consumers and use it to enhance their customer service strategies.

Information is something that every retailer runs off of – it can be details related to inventory processes, customer data acquired from point of sale and other interactions or financial procedures. Whatever the information is, if merchants don't have a solution in place to effectively manage and analyze it, they aren't going to be able to use the data to improve their operations.

According to Retail Customer Experience, Big Data provides a plethora of benefits for retailers. For example, the source explained that by looking at valuable information, such as which customers prefer which products, merchants can easily tailor their offerings and discounts to appeal to patrons who are looking for certain items. This in turn not only brings in more revenue for companies, but it also establishes customer loyalty. Taking the time to analyze this information  will significantly help merchants retain their shoppers and even bring in new ones, the source noted.

So what else can retailers use Big Data for? Business Insider asserted that information related to employees' performance, merchants' weaknesses and strengths as well as inventory processes give companies the insight needed to make important improvements. But having a solution, such as retail management software, to keep all of this information is one of the most vital pieces of the Big Data puzzle.

Mobile devices provide a wealth of benefits for consumers. With these gadgets, people are able to keep in touch with others, check email, stay on top of work tasks and many other factors. Now, these gadgets are offering advantages for retailers as well, as brands can utilize them to offer more personalized services, which in turn boosts loyalty.

EWeek reported that, according to a study by EPiServer conducted at the Internet Retailer Conference & Exhibition, a large number of merchants already are or are planning to use mobile to build customer loyalty. The research revealed that 46 percent of brands have mobile strategies currently in place to increase retention. Seventy-four percent are planning to implement similar plans in the near future, the study detailed.

These findings highlight that mobile methods can be used to effectively establish loyalty. But how do retailers do that exactly? One strategy is through personalization, as suggested by Bloomberg Businessweek. The source recommended that when providing shoppers with personalized messages through their mobile devices, merchants should keep flexibility in mind to boost loyalty. Discounts and deals offered by mobile are one way to accomplish this, as well as in-store mobile options that allow customers to use their devices when shopping, the source explained.

Smartphones have made their way into the retail industry, and it looks like they're here to stay. For this reason, many merchants are adopting solutions that both accommodate consumers who regularly use these mobile devices and allow for the use of these gadgets in stores. However, there is no one-size-fits-all approach to implementing smartphone options, as there are several types of this mobile device, and consumers have varying wants when it comes to using their gadgets for shopping.

Therefore, merchants need to have a better understanding of the smartphone landscape, such as what kinds are being used the most as well as what experiences users have when they bring their devices into brick-and-mortar locations and utilize them for online commerce.

Androids topped by iPhones for retail
While it may not seem incredibly important for retailers to know which types of smartphones are being used most for shopping purposes, it is actually an effective aspect to be aware of as businesses can enhance their mobile strategies to cater to individuals with the most popular phone.

According to a recent study by Forrester Research, 69 percent of consumers with iPhones use these devices to research, compare and buy retail products, Internet Retailer reported. This was more than the 53 percent of Android owners who said the same. Blackberry and Windows phones garnered 35 percent and 32 percent, respectively, Forrester found.

Sales made from mobile devices are growing significantly. The Internet Retailer Mobile 400 report, which measures sales from the top 50 merchants within the Mobile 400, revealed that purchases made through mobile devices increased 100 percent in 2012 from the previous year, accounting for $10.57 billion, the source noted.

Mobile experience not up to par
A separate article by Internet Retailer cited research by Skava, which found that of 2,085 smartphones owners who use their gadgets to shop, 88 percent have had negative experiences when engaging in mcommerce. Of that amount, 30 percent of respondents said a bad experience on a retailer's mobile site will turn them off from doing business with that brand again.

These findings pinpoint just how important it is to develop mobile strategies for device-carrying consumers. Merchants may want to focus on making websites and other elements optimized for iPhones, as they are more popular for shopping. In addition, companies will want to ensure they are offering the best possible experiences for mobile patrons or risk losing valuable business.

After handling a vast amount of information regarding their daily operations – such as inventory processes, financial data and market changes – retailers may be hesitant to add one more type of information to the mix. However, by collecting, analyzing and using customer data, brands are able to see a wide range of benefits. These advantages can come in the form of improved loyalty programs, enhanced product lines and attractive marketing campaigns. Information related to shoppers gives merchants the chance to gain better insight into what their patrons want and need as well as which target audiences to pursue.

Retailers missing out on customer data
Although many businesses are aware of the benefits that customer data can bring for their operations, a large amount are missing out on collecting and utilizing this information. Internet Retailer reported that research from Experian QAS revealed that despite the fact that brands are gathering data about their patrons, 98 percent believe that most of this information is inaccurate. Some of these details include email addresses, past purchases, geographic locations, gender, age and a variety of other factors.

The study also found that merchants are making strides to better use the data they have, as 69 percent of respondents stated they will be investing in solutions that allow them to improve the quality of their consumer information. However, maintaining accuracy of these details will be crucial for success.

"Unfortunately, poor data quality is widespread, meaning that companies are acting on misinformation and hurting daily operations," said Thomas Schutz, senior vice president, general manager of Experian QAS. "To operate effectively across channels, organizations need to have accurate customer data."

Data analytics big among US retailers
Retailers across the United States know how important customer data is for their operations, and Research-Live reported that to gain a better understanding of the information and the individuals it pertains to, many companies are turning their attention to what data can do for them.

The source noted that research from KPMG revealed that 72 percent of retail industry professionals currently use consumer data to make more informed decisions regarding their businesses. Fifty percent of respondents stated that their brands' success highlights the best use of patron information. More focus is being put on technology solutions that can analyze these details and give merchants actionable insight, the source explained.

There are a variety of technological solutions that merchants have in place to help drive their operations. This could include retail management software, digital marketing campaigns and online inventory processes, to name a few. Now, a new type of technology is giving businesses another tool through which they can improve their current procedures and practices – mobile devices.

Gadgets like smartphones and tablets are increasingly being used by consumers for daily tasks, such as sending emails, staying up-to-date on news and even shopping from their favorite brands. In response to this trend, merchants are now implementing the technology into their companies. This is helping them create better customer experiences, build loyalty and boost their reputations. For retailers that have yet to join the mobile craze, now might be the time to do so if they don't want to risk losing valuable patrons.

Get more personal through customers' gadgets
Most companies know that having in-person interactions with shoppers is one of the best ways to provide an engaging experience and establish a strong relationship with customers. However, having these types of conversations is not always the most effective route for retailers, as they often have to deal with other tasks. Fortunately, the emergence of smartphones and tablets has given merchants tools for engaging consumers through these devices.

To do this effectively, Bloomberg BusinessWeek recommended that businesses aim to incorporate in-store elements with features on customers' gadgets. For example, the source noted that brands can include interactive video, links for QR codes and discounts that can only be redeemed through mobile to provide shoppers with a great in-store experience.

These kinds of efforts can also be personalized, Bloomberg explained. As patrons browse for and purchase products with their smartphones and tablets, merchants can gather valuable information about their shoppers and then use this data to further enhance experiences at brick-and-mortar locations, letting customers know their business is valued and appreciated.

Email is another effective engagement strategy
Besides being a great tool for companies to use in their store for engaging shoppers, smartphones and tablets also allow retailers to stay in touch with patrons outside of their brick-and-mortar locations, mainly through email communications. Internet Retailer reported that people with mobile devices are increasingly using them to check and send emails, so merchants should look to leverage this channel to boost engagement and loyalty.