Ebay Inc., the monolithic company that owns PayPal and online bidding site eBay, has said that it’s going to share customer data with high-street retailers.
Using the â€˜Retail Associate Platform’, companies who opt-in for the service will be able to have eBay PayPal customers check-in at stores with their smartphones, allowing them to see real-time information about shopping habits.
Store assistants are given relevant information on a customer’s previous purchases along with product preferences. They’ll also be able to see if other stores nearby have a relevant product if their store doesn’t have a particular size or style in stock.
Obviously this is to help shape customer experience properly, allowing for a far more personalised experience that, according to eBay, will “empower brands to drive long-term engagement”.
It’s also hoped that this will also increase the “value of an average in-store order”.
Gaining access to this information will also improve in-store experience and customer loyalty in the process.
It’s especially interesting to hear that, according to research carried out by eBay, 85 per cent of retailers can’t customise their in-store experiences due to a lack of customer information. The same survey also revealed that 76 per cent of retailers didn’t know when a specific customer was in their store.
“With more traditional retail models, if a customer walks in and doesn’t buy, the retailer has no idea they even exist,” said David Geisinger, head of retail business strategy at eBay Enterprise. “Even if they do buy with a credit card, the information they have is very minimal. With this new technology, retailers will be able to gather more detail that can help them understand the customer and compete in a crowded commerce landscape.”
As far as I can tell, this is going to be something completely invaluable to the vast majority of high-street stores who may not want to try and create their own bespoke solution to such a customer awareness problem.
Still, do you think this is a step in the right direction? Or is it just a move by eBay to hopefully get more people involved with using PayPal instead?
[Image: Bromley Council – Flickr]