Source: Yes Lifecycle Marketing / Retail TouchPoints [download page]
Notes: Retailers are having trouble identifying and engaging their most valuable customers, as a leading 52% of respondents surveyed identify this as one of their top 3 business challenges (of 5 listed). In fact, more than 4 in 10 retailers surveyed said that their store associates know very little – if anything – about in-store associates. Part of the problem likely relates to a lack of access to customer data: just 27% of retailers said that store managers have access to customer data, and only 13% said store associates and stylists have access. Also, while retailers are collecting various pieces of data across online and offline touch points, only 48% are equipped to not only integrate but also analyze the data in a timely fashion.
Meanwhile, the other leading business challenge cited by respondents is differentiating their brand and experiences against competitors. Interestingly, they’re less concerned about keeping pace with customer demands for more seamless brand experiences.
Related: Consumers on the Ideal Customer Experience
About the Data: The study is based on a survey of 196 retail marketing executives. Some 28% are Directors and another 11% C-Level executives. The specialty hardgoods (26%) and specialty softgoods (15%) categories were most heavily represented.
