Providing every existing or potential customer with one view of the retailer, where the customer has a consistently good experience in and among the retailer’s physical and digital channels, is foundational for success in unified retail commerce. However, doing so within the context of digital business means delivering consistently excellent operations in each channel, as well as across the channels, to yield consistently good experiences for millions of customers across thousands of touchpoints. This feat is proving to be almost insurmountable for many larger retailers. Results from the 2018 Gartner CIO survey indicate that 49% of retail respondents listed personalization/customer segmentation as one of their top three solution priorities.
While personalization is the goal, customer data availability, quality and consistency are major issues. Retailers are focused on loyalty programs and customer relationship management as the foundation for obtaining and mining richer customer data. However, this is only a start, as more-contextualized and targeted information on customers must be used to enhance their engagement with customers and, thus, increase loyalty. As a result, the first hurdle is to gather all the internally available data. Once the internal data is consolidated, retailers find that there are many gaps that prevent behavioral segmentation and require additional, external data.
Gartner clients can read the full research here:
100 Data and Analytics Predictions Through 2024
Gartner’s annual predictions disclose the varied importance of data and analytics across an ever-widening range of business and IT initiatives. Data and analytics leaders must consider these strategic planning assumptions for enhancing their vision and plans.Read Free Gartner Research
Category: ai customer-analytics data-and-analytics-strategies digital-marketing retail-trends
Tags: advanced-analytics algorithms analytics consumers customer-analytics customer-centricity digital infocentricity personalization retail social-media unified-retail-commerce
Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.