Retailers Benefit from Investing More in Customer-Related Technology

Retailers that score high in the maturity of their customer engagement technology are getting more out of their digital channels and performing better than those whose technology isn’t as well developed. Leaders are about twice as likely to have up-to-date enterprise architecture, and are more likely to say their technology is aligned with their business strategy. Across the board, retailers believe they’re doing somewhat better in customer-facing technologies (e.g., managing marketing campaigns and loyalty programs, online sales) than they are in integrating customer data with content. That suggests there’s a real opportunity for retailers who can modernize their technology to enable capabilities like personalizing content or delivering a single view of customers across channels.