News

Retailers: We're behind on off-site consumer engagement

March 22, 2019

More than half, 62 percent, of retailers acknowledge they need to boost improvement when it comes to consumer engagement data monitoring away from online shopper activity.

That's the finding of a Yext study conducted in partnership with Vanson Bourne that polled 400 marketing decision makers across the U.S., according to a press release.

"Consumers have never been more connected or had access to so much information, and our research shows where retailers are meeting their needs — and where they are struggling," said Marc Ferrentino, chief strategy officer of Yext, in the release. "As consumers increasingly interact with brands across search engines, maps, voice assistants and chat interfaces, the majority of retailers are realizing that they need to make significant improvements in managing consumer interactions across third-party sites — and fast. Retailers see that managing brand information across all touchpoints has a significant impact on customer experience and ROI."

Additional study findings include:

• 28 percent of retail respondents say that limited access to consumer engagement data from off-website sources is a challenge for them.
• 28 percent cite not enough data being collected as a problem.
• 27 percent believe there is not enough visibility over how the organization compares to its competition.