Many retailers failing personalisation test, MuleSoft

60% of consumers around the world want an Amazon Go-style experience from their retailers, according to MuleSoft research involving 8,019 people. And among 18-34-year-olds, this rises to 77%.

However, British consumers are the least open to this among any of the regions surveyed – with just 50% in favour. The research also found 50% of global consumers think that retailers provide a personalised experience. 53% would be happy to have retailers track their shopping habits if it led to more personalised offers, while 32% spend more with a retailer that excels in this area. 56% would change their retailer as a result of receiving a disconnected experience across different channels. Customers want new ways of interacting – 51% would like to use popular messaging services such as WhatsApp and Facebook Messenger.

“As consumer demands on the retail industry at large increase, some retailers are beginning to deploy IoT, VR and AI to enhance shopping experiences. The launch of Amazon Go this year, for example, raised the bar for seamless retail experiences,” says David Chao, Head of Industry Solutions, MuleSoft. “To meet rising consumer demands for new, frictionless experiences, retailers will need to ensure these new technologies are deployed and integrated effectively with existing systems across their ecosystem.”