How to overcome the barriers to successful cross-channel personalisation

Each day purchase decisions are being made across a huge range of platforms. How well you’re able to capitalise on the revenue potential of each comes down to your ability to personalise engagement across each channel.

In a perfect world, you’d take data from every one of those channels, analyse purchase drivers and decisions, and use this insight to improve the engagement experience – driving consumers to make bigger and more frequent purchases.

The incentive to improve personalisation is that sales have been shown to increase, with 88% of consumers saying they’re more likely to shop with retailers that deliver personalised and connected cross-channel experiences – and 87% saying it increases their loyalty to that brand tool1.

THE FUTURE OF RETAIL

Most retailers already recognise the need to provide better cross-channel personalisation, with 94% of businesses acknowledging it will be critical to their future success2.

In a separate study, 89% of marketing leaders predicted that by 2017 customer experience would be the primary factor for consumers deciding where to shop3. Yet, the majority of retail executives believe they don’t synchronise personalisation well across channels4.

So, why are so many businesses missing out on this opportunity?

THE COMMON BARRIERS

There have been many reports into retailers’ use of cross-channel personalisation and results suggest there are three main barriers567:

  1. A lack of quality data
  2. A lack of relevant technology
  3. A lack of integrated channel management

What’s most interesting is that 61%8  of retailers do believe their digital teams have the skills needed to provide customers with cross-channel personalisation – so it seems that the biggest issue, is a gap in technology.

As one anonymous respondent to a Retail Week study explained, “The technology is now accessible, but legacy systems that are not joined up prove to be the stumbling block.9

A ‘SIMPLE’ SOLUTION

In order to succeed with cross-channel personalisation, retailers just need to make the most of the technology that’s typically already available to them. And integrating a cloud-based technology like Microsoft Dynamics ticks all the boxes required to provide meaningful customer behaviour analysis:

  • Capture necessary data across all channels
  • Combine data from all channels into a single view of individual consumers
  • Business Intelligence software provides valuable insights from the data
  • Allow disparate departments to remain connected and work from same information

The right technology will empower you to offer personalised customer experiences across all channels of engagement, with the added benefit of providing a unified software solution that reduces complexity across departments.

Finally, this means you can deliver a complete shopping experience that is seamless, differentiated and ultimately personal, across all channels.

Which is exactly what your customers want.