Study: Retailers lack tools to tap customer data
More than half, 58 percent, of retailers don't have in-store tools to view and analyze customer data across touch points, and of those who do, just 64 percent believe they're somewhat effective.
The Kibo study also reveals 52 percent of retailers plan to invest in personalization in the next 12 months or have already embarked on such a strategy, according to a press release. Nearly a quarter, 22 percent, have not started on any personalization effort.
"It's clear that retailers are still working through many technology and organizational challenges to address major omnichannel initiatives," said Kibo CMO Tushar Patel in the release. "Inventory visibility, personalization, cross-channel customer data and exploiting in-store mobile technologies are the key pillars in providing connected customer experiences in the store. Retailers that enable themselves with the right technology and strategies in place can transform their brick-and-mortar stores into major brand assets in a time of digital ascendancy."