4 Steps to shopper identification nirvana

Everyone is unique, so why do many marketing initiatives treat everyone the same? The answer lies with identification. When retailers can’t identify shoppers, they have no choice but to lump them together in one undifferentiated group. Often, the issue is not that a retailer can’t identify site visitors, it’s that its approach to identification isn’t part of a top-down strategy.
A typical retailer can identify about 5 percent to 10 percent of its site visitors — usually loyal customers who are logged in. Yes, connecting customer data to site activity will help, but it’s still not enough. Past customers make up a small percentage of total site visitors. A good identification strategy has mechanisms in place to identify more — more than the logged in loyalists, more than past customers. Literally everyone!