Aptos study highlights successful omnichannel engagement strategies
Personalization and prioritizing cross-channel data consistency are two key strategies retailers are taking to boost omnichannel customer engagement, according to a new survey from retail technology provider Aptos Inc.
The survey also reveals 83 percent of top retailers are leveraging mobile and 89 percent are leveraging social channels in the quest to engage with shoppers.
About 70 percent are providing personalized content and offers based on purchase history, 58 percent personalize content and offers based on browsing behaviors, noted a press release, which stated 67 percent of retailers have established a near-real-time view of inventory across the enterprise.
Currently a little over half, 53 percent, can drop-ship orders from vendors directly to consumers.
"In the retail environment today, all-encompassing omnichannel customer engagement strategies are absolutely critical," Dave Bruno, marketing director of Aptos, said in a statement. "Our goal in conducting this research was to understand what separates leaders from laggards and identify best practices in this area. The survey findings make it abundantly clear: Leaders are committed to leveraging technology to drive engagement strategies and to power personalized content along with the agility to support seamless omnichannel experiences."