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BizReport : Ecommerce archives : October 03, 2016

6 in 10 retailers fail to personalize content across more than one channel

Despite the majority of marketers agreeing that personalization is expected by consumers, more than half still fail to personalize content across more than one channel, according to research from personalization platform Monetate.

by Helen Leggatt

Nearly all (93%) of the 100 UK retailers surveyed for Monetate's research agreed that customers today demand a personalized approach to retail. However, nearly six in ten (59%) continue to fail at personalizing content across more than one channel.

Furthermore, while 81% of the retailers claimed to personalize content across multiple channels, more than half of those said they were unable to synchronize this content to provide consumers with a consistent experience.

The biggest barriers to cross-channel personalization were cited as a lack of human resource (51%) and an inflexible ecommerce platform (50%).

When asked what they viewed as the biggest barriers to doing more with personalization, 51% of retailers gave lack of human resource as the main obstacle, closely followed by an inflexible ecommerce platform (50%).

"It's no longer the case that customers will use just one platform to shop. Now, people frequently research items using their mobile on the way to work, switch to a desktop when they reach the office, and complete their purchase via tablet that evening," says Mike Harris, VP EMEA at Monetate.

"For this reason, using personalization to deliver one single view of the customer, across multiple devices, is essential. It allows retailers to target customers in real-time, based on their behavior at that particular moment of interaction with the brand."

Tags: cross-channel marketing, personalization, retail, UK

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