According to consulting firm McKinsey, "companies that are able to personalize the customer experience across physical and digital channels—omnichannel personalization—can achieve a 5 to 15 percent revenue increase across the full customer base." McKinsey points out that, despite the heavy emphasis on customer personalization online, "more than 80 percent of sales occur in a physical location" when it comes to the retail, convenience, grocery and hospitality sectors.
McKinsey lists five steps to take to drive growth via omnichannel personalization, including the all-important connection of digital and physical touchpoints: "Companies should focus on five touchpoints where this convergence happens: mobile app, digital displays, interactive screens, tech-enabled associates, and point of sale," says McKinsey.
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