Third of European retailers don’t use big data to personalise online shopping experience
A third (36 per cent) of European retailers are not investing in trained in-house experts to work with the personalisation and merchandising technology, research from SDL has found.
The study also found that 44 per cent of retailers surveyed received positive customer feedback after introducing personalisation technology, while 52 per cent started to see uplifted sales within three months of implementation.
Allyson Tremblay, UK sales director at SDL, said: “Although the retailers in our study have customer-centricity at the heart of their strategies, the absence of dedicated in-house resources behind these technologies means they are not realising their full potential. With proper management of these systems, customers could be receiving a much more tailored experience to meet their needs, while retailers could be reaping the benefits in terms of increased conversion and customer loyalty.
“Personalisation and merchandising technologies can create richer online customer experiences and have been proven to increase conversion rates, but more retailers need to take ownership of their CRM strategies by appointing internal staff to manage these systems.”