The face of retail – both online and instore – is rapidly evolving. In addition to margin pressures, resource constraints, and competitive challenges retailers face on an ongoing basis, many are struggling to keep up with the evolving demands of vocal consumers. As new channels and buying habits emerge and evolve, many retail marketers have struggled to keep up. Although many have adopted new technologies to address new channels and challenges, the rapid pace of technological change has created new challenges including:
- Data silos
- E-mail marketing overload
- Channel coordination and conflict
These challenges, coupled with the rising cost of acquiring and managing customer data, are compounded by increasing scrutiny on marketing budgets and an expectation of being able to prove the value of every campaign in terms of increased revenues.